Betsson Group: bettering the B2B
proposition through B2C operations
This year, Betsson Group celebrates 60 years in business. Marina Bogard, Managing
Director, North America, explains how its Betsafe brand in Colorado showcases its technology powering a live and successful
brand in the States, ultimately drumming up business for its B2B operations.
How has Betsson improved its B2B offering through Betsafe's B2C experience in Colorado and Ontario, two very different markets?
In the US, Colorado is only a sports betting market, so no gaming content is available yet, but the hope is that changes at some point in time. Ontario, however, is both gaming and sports betting. And what we're seeing based on the reports coming out of Ontario is that the casino content is driving revenue at about a 75- 25 split.
As far as our platform goes, we've been in Canada for several years. With our Betsafe brand in Ontario since the market's regulation, we're very aware of how Canada operates. Ontario has significantly different regulatory requirements with advertising or marketing as far as promotions are concerned. And there's 40-plus operators today ranging from sport betting-only, casino content-only, both, and just poker.
Everybody is on the same playing field since you can't advertise broadly any marketing promotions and must rely on your product and user experience. And I think that, not to negate its importance in Colorado, is very important, but more so in Ontario, because there isn't another way to encourage players to try your product
We're celebrating 60 years this year, so we've been in business in sports betting and casino content for decades across various regions and countries. Bringing that expertise into these
P134 WIRE / PULSE / INSIGHT / REPORTS
From a US perspective, Colorado is meant to be a showcase. Te operator can experience the platform and all the professional services we can provide. Building out a sportbook and gaming platform it is an expensive and time- consuming proposition and Betsson has and will do the heavy lifting with an experienced team.
Marina Bogard Managing Director, North America, Betsson Group
markets is what we offer as a B2B entity. You can really trust the experience and talent that we're bringing to the table.
Is Betsafe a showcase brand, one primarily used to drum up B2B business and improve Betsson’s product proposition?
Te Betsafe brand for Betsson is live in Colorado in the US. Betsson is not a recognisable brand in North America. For B2B partners, showcasing our brand under the Betsafe B2C offering creates credibility as we are using all the tools that would be used by the operator. We can show them a live, successful, and functioning operation.
Now Canada is a little bit different because we have been in that market for several years prior to Ontario becoming a regulated market with various brands, and Betsafe being just one of those. So not only is that a showcase but it also is a revenue generating opportunity for us.
What is the future for Betsafe?
We are always interested in innovation, whether through third parties or through our product development team. Betsafe in Colorado also allows us to experiment a little bit from a user experience perspective to establish what's working, what's not working, where is the market heading, what can we provide to our partners and show the results.
We're unique in that aspect because we're not like the top five who are driven to get to profitability very quickly based on volume. We can play in this market. And Colorado is a huge state. It's in that middle ground of population, where it allows us to test future functionality.
What are your predictions for the top five?
Te industry will continue to consolidate and we're seeing some of that already. We're also seeing that dollar amounts in player acquisition are significantly getting scaled back. Tey need to get to profitability, which is good for the industry. I don't see them moving out of the market. I see them continuing to drive the US market and hopefully other states will open
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