Responsible gaming is the cornerstone of Betsson’s business, and crucial for building long-term and sustainable customer relationships. Like any other business, Betsson wants to have loyal customers who enjoy playing with Betsson year after year. The only way to achieve that is to ensure that players are comfortable with their level of gaming, and gaming within their means. Responsible gaming is therefore the most important sustainability area for Betsson.
Be a role model in the industry, creating the right conditions for a healthy relationship to gaming
- Betsson shall deliver first class entertainment and the best customer experience which include offering guidance, support, and security for players to ensure a safe and responsible way of gaming.
All of Betsson's efforts within the area of responsible gaming contribute to Betsson being a role model for a healthy relationship to gaming. Therefore, the ambition is measured through all of the KPIs for responsible gaming.
Understand barriers and possibilities to a healthy relationship to gaming
- Sponsor at least two research projects per year within responsible gaming.
- In 2023 Betsson supported GamCare, Dansk LudomaniKomité and also sponsored the Consumer Protection Zone at ICE London.*
- In addition, Betsson contributed knowledge to research studies within the field at Stockholm School of Economics and at Uppsala University, Sweden.
Raise awareness and educate Betsson’s key stakeholders on a healthy relationship to gaming
- Active dialogue in society and in the industry through participation in all major conferences, seminars and/or panel discussions on responsible gaming.
- Launch information campaigns every year, potentially together with the industry, with messages that promote responsible gaming in a least two of Betsson’s markets.
- Betsson participated in 6 (7) conferences and panel discussions on responsible gaming in 2023.
- Betsson took an active part in the European Safer Gambling Week, among other by producing a podcast on the subject and by pushing responsible gaming messages in the Group’s global social media channels.
Identify and always help customers at risk
- All customers receive information about Betsson's tools for responsible gaming.
- All customers who are detected exhibiting a potentially risky behaviour are being actively interacted with and receive relevant responsible gaming communication and support.
- 89.3 % (92.2 %) of active customers have tools for responsible gaming activated.**
- 30.9 % (19.3 %) of active customers use control tools.**
- 24.1 % (11.1 %) of active customers use deposit limits.
- 63,816 (60,316) customers were manually analysed and checked during 2023.
- 1.4 % (2.5 %) of customers self-excluded for a period less than 6 months.
- 2.4 % (1.8 %) of customers self-excluded for a period longer than 6 months.
* GamCare is an organisation supporting research on responsible gaming. All proceeds from the Consumer Protection Zone at ICE London 2023 went to organisations working with responsible gaming.
** Tools for responsible gaming includes reality checks, self-assessment, time and deposit limits etc. Control tools include time and deposit limits, timeout and self-exclusion.
Betsson offers its customers a wide range of tools for responsible gaming, for example deposit limits, self-exclusion, personal time limit for gaming, self-evaluation tests and access to well-trained and professional customer service staff 24 hours a day, 7 days a week.
Relevant tools for a particular brand and country can always be found on the gaming site in question. Read more about healthy gaming on www.onebetsson.com.
 | Personal time limit Customers can choose to limit the time they spend on Betsson’s gaming sites. |  | Inactivity timeout The user is automatically logged out after a pre-determined period of inactivity. |
 | Gaming overview The gaming overview gives customers a clear picture of their gaming history, increasing the customer’s control. |  | Age verification Age verification ensures that no underage person can engage in gaming on any of Betsson’s websites. Betsson also provides advice on how to protect children from using gaming sites. |
 | Self-assessment test The self-assessment test is anonymous and gives the customer an overview of their gaming pattern. After the test, the customer is encouraged to read more about responsible gaming or implement safer gaming tools. |  | Deposit limits Deposit limits make it possible for customers to set their gaming budget per day, week, or month. |
 | Reality check Customers receive messages about their gaming time, and balance. This feature is turned on by default on Betsson’s proprietary gaming platform. |  | Self-help programme The programme is a free, self-help online tool based on cognitive behavioural concepts. |
 | Self exclusion Betsson offers various options for self-exclusion, for example from certain brands or all of the Group’s gaming websites, and for what period of time. Certain jurisdictions, for example Sweden, have centralized, countrywide exclusion services. |  | Independent organisations Contact information for organisations that help people with gaming-related problems, or support friends or family, is easily available on Betsson’s gaming sites. |
Betsson’s customer service is available to support players all day and all night, every day of the week. All customer service staff must go through extensive, in-depth training in responsible gaming, and can also always turn to the responsible gaming team for internal support 24/7.
Betsson was one of the first gaming companies to hire a full-time responsible gaming manager. Today, the Group has a full-fledged, dedicated responsible gaming team led by the Head of Responsible Gaming, who reports to the Chief Operating Officer.
The Group has an extensive know-your-customer (KYC) process, and the responsible gaming team also works closely together with other customer-facing teams such as the payments team, the AML team and customer service.
All players’ gaming behaviour is monitored. Betsson has internal processes, procedures, and tools in place, including a proprietary tool, the Responsible Gaming Prediction Tool, as well as third party solutions and automated and manual reports to provide a holistic view.
The responsible gaming team has the competence, resources, and mandate to interact with customers, and act when needed. The team handles all communication with customers who have been flagged through either the analysis tool, other data reporting capabilities, or by customer service staff.
Customers who are flagged are assessed individually, based on the customer’s profile and gaming activity. Betsson uses a wide spectrum of follow-up actions, ranging from providing more information about safer gaming or asking the customer for feedback to a set of questions, to encouraging the customer to set deposit limits or to take a timeout from playing. Betsson can also enforce a specific limit on the customer’s account or exclude the player from further gaming.
All Betsson's customers must register an account to be able to play, and all players are monitored continuously. Monitoring is always done with respect to the customers' integrity and in accordance with the GDPR.
Betsson has a proprietary, science-based, analysis tool, called the Responsible Gaming Prediction Tool, which monitors customers' gaming behaviour in real time.
Through the tool, risky gaming behaviour can be identified, for example if the customer is playing late at night, stopping withdrawal of winnings, playing faster, making erratic bets, or increasing stakes.
With the aid of the analysis tool, as well as other systems available to the team, the dedicated responsible gaming team tailor their interactions and support individual customers.
Training in responsible gaming
Training for all employees and contractors
- Induction training for new starters
- Yearly online responsible gaming training
Training for customer-facing personnel, in addition to the above
- Annual online course
- Regular refresher training
Customer support staff, in addition to the above
- Additional induction training with the responsible gaming team
- Annual update course held by the responsible gaming team
- Interactive online course specifically designed for customer support staff
Responsible gaming is a fundamental part of Betsson’s business model. All new employees, no matter their role, receive an introduction to responsible gaming and both employees and contractors are invited to annual responsible gaming courses.
All customer-facing personnel receive additional, regular in-depth and refresher training to enable them to identify early signs of gaming problems and to address each individual case in a professional manner. This complements the externally facilitated responsible gaming training that takes place periodically.
Betsson engages in partnerships with stakeholders such as other gaming companies, industry organisations, researchers, society and with players themselves to further increase knowledge about gaming addiction and to find ways to improve the opportunities for a healthy relationship to gaming.
Betsson also sponsors and participates with speakers in panels at the world’s leading responsible gaming conferences. During the European Safer Gambling Week in 2023, Betsson published a podcast with its head of responsible gaming which can be found on www.betssongroup.com and helped raise awareness by spreading responsible gaming messages in its corporate channels.
To increase transparency and raise awareness about how proactive contacts can change player behaviour, Betsson reports KPIs for risky gaming for the Swedish market. These KPIs are published twice a year here.