Strategy at Betsson
Betsson has gradually built and further developed the structure that visualises the Group’s business strategy. The common values provide the foundation and the strategy rests on three strategic pillars: Talented People, Quality Products and Operational Excellence. Based on its strengths and thorough market analysis, Betsson has formulated four strategic growth areas with the customer in focus: existing markets, new markets, B2B opportunities and acquisitions.
Betsson’s broad brand portfolio together with its control of technology and proprietary platforms put it in a good position to be able to establish a presence in new markets quickly and flexibly. The proprietary sportsbook has operational leverage, and further economies of scale can be realised by offering it to other operators as a B2B solution. Betsson’s financial position enables acquisitions that complement organic growth, create synergies, accelerate geographic expansion and reinforce the product offering. For Betsson, putting the customer first means operating the business responsibly by constantly developing areas such as corporate governance, risk management, compliance and sustainability, and always integrating these perspectives in the day-to-day business.
Betsson is an established operator with a long history of building its activities in an attractive industry with good growth and profitability. Betsson’s focus has been to maintain its strong position in existing markets, which has been achieved by offering a diversified product and brand portfolio and by investing in proprietary technology that gives the Group both the control and the expertise to adapt the platform to constantly changing market conditions.
Having its own technology platform also puts it in a good position to continuously develop new offerings. For that reason, having its own technology platform is one of the Group's top priorities.
Betsson uses its strengths to execute a value-creating strategy. The following five principles summarises how the business shall be run and quality assured.
Responsible business putting the player first
Sustainability is an integral part of Betsson’s business strategy and is crucial to generating value for shareholders while taking long-term responsibility for customers, employees and the communities in which the Group operates. Betsson should provide customers with entertainment in a responsible manner and work towards long-term sustainable gaming legislation that takes into account customers and their possibilities to play.
Operational excellence driving efficiency and effectiveness
The Group is striving constantly to optimise its entire operations by means of well-established working practices and processes, supported by internal governance documents and external independent audits. Proprietary technology creates competitive advantage through speed, flexibility and scalability.
Live the Betsson culture
One Betsson, Passion and Fair Play
Betsson’s values set the tone for the way employees interact with customers, each other and other stakeholders. These values emphasise the strength of working together as a team, acting with integrity and the importance of a strong commitment to what you do.
Preferred employer and business
Attracting the most qualified and committed staff and the best partners is a key success factor for Betsson. Staff is the key to developing products of the highest quality and with great entertainment value while ensuring good player protection.
Global scope with local focus
Betsson’s growth is generated globally through expansion into new markets and is driven by an attractive offering. Betsson attaches great importance to local presence and expertise to be able to offer the most popular games in each market.
