 | |
| Company type | Public |
|---|---|
| Nasdaq Stockholm: BETS B | |
| Industry | Online gambling (holding company) |
| Founded | December 3, 1963; 62 years ago (1963-12-03), in Sweden |
| Founder | Bill Lindwall and Rolf Lundström |
| Headquarters | Ta' Xbiex, Malta (de jure)Stockholm, Sweden (de facto) |
Key people | Pontus Lindwall (CEO since 4 September 2017) |
| Brands | betsson.com betsafe.com casinoeuro.com nordicbet.com krooncasino.com and more |
| Revenue |  €1,106.6 million (2024) |
| €210.5 million (2024) | |
| €173 million (2024) | |
Number of employees | 1,800 |
| Subsidiaries | Betsson Malta Ltd. |
| Website | |
| Footnotes / references [1][2][3] | |
Betsson AB is anonline gambling company, producingcasino,poker,bingo,sports betting, andscratch cards websites through more than 20 online gaming brands, includingbetFIRST, Betsson,Betsafe, and NordicBet.[4] Betsson AB is listed on theNasdaq Stockholm Large Cap List.[5][6][7]
Betsson AB can trace its roots back to 1963, and the foundation of AB Restaurang Rouletter by Bill Lindwall and Rolf Lundström, later renamed Cherryföretagen AB (Cherry), which providedslot machines to restaurants in Sweden. Cherry acquired a minority share of Net Entertainment in 1998, which was a company co-founded withInvestment AB Kinnevik, tasked with developing online gaming solutions. The rest of the shares in Net Entertainment held by Kinnevik was acquired by Cherry in 2000, making Kinnevik the largest shareholder of Cherry in the process. In 2003, after the return of Pontus Lindwall (son of Bill Lindwall), as the CEO of Cherry, the company bought into Betsson (founded by Henrik Bergquist, Anders Holmgren and Fredrik Sidfalk), which had a gaming licence in England at that time, and later acquired a licence inMalta. In 2006, Cherryföretagen changed its name to Betsson and the traditional gaming operation in the business sector of Cherry merged to become a new group, Cherryföretagen, which later shortened the name back to Cherry.[8] Ulrik Bengtsson became CEO of Betsson in March 2016 following Pontus Lindwall, who stayed on as chairman of the board. Bengtsson stepped down as CEO on 4 September, 2017 with Pontus Lindwall again taking the reins and Patrick Svensk appointed chairman of the Board after Pontus.[9][10][11][12]
In May 2021, Betsson obtaining two licenses from the Hellenic Gaming Commission for their brand.[13] Also in May 2021, Betsson partnered withNorwegian Toppserien women's football clubAvaldsnes IL.[14] In 2021, it was announced that Betsson will be launching inMexico through a partnership with local companyBig Bola Casinos.[15] Betsson was a regional sponsor of the2021 Copa América.[16] As part of the deal, Betsson will acquire branding rights. Meanwhile, the company also launched a commercial partnership and acquired sponsorship rights to Peru'sLiga 1 for four years in 2021 with the championship being branded theBetsson Liga 1.[17] The deal was extended for an additional four years in 2023.[18]
In Greece, Betsson became the sponsor ofSuper League Greece 2, which feeds intoSuper League Greece for the 2021–22 season. That deal was renewed for a second season in 2022.[19] Betsson added its sponsorship of theGreek Football Cup in 2023.[20] It is also the main sponsor ofOFI, its first partnership with an individual team in theSuper League Greece.[21] In 2021, Betsson expanded its operations in Eastern Europe with the launch of new brand Europebet and a new office inMinsk,Belarus.[22] Under the brand Europobet – Betsson will offer casino,sportsbook and poker services.[23] Also in 2021, Betsson announced CEO Pontus Lindwall will step down. The company is on the lookout for a new CEO after Lindwall accomplished the task of getting the betting company back on track. Lindwall stays on as CEO until a new CEO is hired.[24]
In 2022, Betsson debuted online betting inBuenos Aires city and province (Argentina) with local operator Casino Victoria.[25] Betsson also became the official betting partner of the Rossoneri when it announced a partnership withMilan.[26][27] Also in 2022, Colombian footballerMario Alberto Yepes became a Betsson brand ambassador in Latin America.[28] He was joined by compatriotNicole Regnier later in the year while Betsson was announced as the kit sponsor ofClub Athletico Paranaense.[29] Pontus Lindwall reported that organic growth is a perfect strategy for Betsson. Between April and June, group's organic traffic fromLatin America, Central and Eastern Europe andCentral Asia increased the growth by 13% in 2022.[30] Total revenue from the region reached €45.7m in Q2 which increased by 86.2% compared to the previous year.[31]
In 2023, Betsson became the main sponsor ofBoca Juniors through 2024 with its logo featured on both men's and women's team kits.[32] It also announced its sponsorship ofRacing Club de Avellaneda starting in 2023.[33] Meanwhile, theChilean Primera División announced a title sponsorship by Betsson with its championship to be brandedCampeonato Betsson.[34] In 2024, Betsson was announced as the primary sponsor ofInter Milan in a four-year deal that was described as the most important in the club's history and will see Betsson featured prominently on player kits.[35] This followed Betsson's launch of sports betting in Italy earlier in the year withRoma legendFrancesco Totti as ambassador.[36] Also in 2024, Betsson expanded in South America while announcingZé Roberto, the Brazilian footballer, andPaolo Guerrero, Peru's all-time record goalscorer, as ambassadors.[37][38][39]
Betsson AB's subsidiaries owns and operates a number of websites via its subsidiaries inMalta, where its operational headquarters are based.[5][40] In November 2017, Betsson signed a deal with Scout gaming to integrate its daily fantasy sports platform across all its brands, includingBetsafe. The integration was expected to be completed by 2018.[41] Betsafe, which is active in theBaltic States ofLithuania,Latvia, andEstonia, is also active inOntario,Sweden, andPeru.[42][43][44] As of June 2025, Betsson has replaced the Betsafe brand in Lithuania with the flagship Betsson brand.[45][46] As a result of this, Betsson is now the title sponsor of theLithuanian Basketball League rather than Betsafe as of the2025–26 LKL season.[47]
BetSafe released the free mobile app for App Store in 2016. For Android, Betsafe provides an app.[48]
In 2011, the company acquired all of the shares in the Betsafe Group for SEK 292 M. The aim of the acquisition was to increase Betsson's market presence and enable continued growth. The acquisition grew Betsson's number of customers to approximately 419,000 — surpassingUnibet in the number of active players. That same year Betsson signed an agreement with a Chinese state-owned company regarding the development of joint-owned gaming operations.[49][50]
In March 2017, Betsson completed its £26 million acquisition of NetPlay TV's assets, addingJackpot247,SuperCasino and Vernons to its European gaming multi-brand portfolio.[51] In February 2020, Betsson acquired Gaming Innovation Group B2C assets.[52] In August 2021, Betsson acquired Inkabet. Betsson subsidiary SW Nordic Limited brokered the $25 million deal.[53] As part of the deal Betsson agreed to a $4 million performance incentive if Inkabet outperformEBIT targets.[54] Also in August 2021, Betsson acquired 28% of Canadian start-up Slapshot Media Inc, for a purchase price of $2.4 million.[55]
Betsson won the ESG Strategy of the Year, Customer Service Operator of the Year, and Sports Betting Operator of the Year (silver) at the 2024eGaming Review (ECR) awards in London.[56] A number of the awards have been won for consecutive years.[57] Betsson also won the Casino Operator of the Year, Leader of the Award (for Andrea Rossi), and Marketing Campaign of the Year awards at the SBC Awards Latinoamerica 2023.[58][59] In 2024, the company again won Leader of the Year and Sportsbook Operator of the Year.[60] At the iGaming Idol Awards 2023, the company won the Casino Operator Idol of the Year and Sportsbook Operator Idol of the Year titles.[61]
Betsson is a supporter of theUN Global Compact initiative for ethical corporate practices.[62][63] The company reports that its board of directors is 43% women and 25% of its executive management level is women with over 80% of employees stating that they believe they have equal opportunities at the company regardless of background.[64]
In January 2020,Jackpot247 sent emails to all of their customers advising them that they had suffered a data breach.[65]
Registrering och aktivering: Bildat 1963-12-02 BV, Namn registrerat 2006-06-13 BV
