PREVIEW: SIGMA WORLD


Creativity at scale: Inside Betsson’s new way of working


Artificial intelligence is changing creative departments everywhere. For Betsson, the question was never simply how much more content technology could produce. It was how technology could help its people become more creative, more responsive and more relevant to the markets it serves. The answer was straightforward: it did not cut. It trained.


O


ver the past year, more than 25 people within Betsson’s Brand, creative and content marketing teams have


developed new capabilities across static design, motion and video production. Much of that learning happened internally, through peer-led workshops, knowledge-sharing sessions and colleagues teaching colleagues.


The result has been a fundamental change in what Betsson’s creative teams can deliver. In Q1 2026 alone, AI-assisted workflows helped produce more than 1,500 market-ready assets for just €12,500. Under the previous production model, an equivalent volume would have cost an estimated €250,000, twenty times as much. But scale on its own is not the objective. The real opportunity is using that capacity to create work that feels more local, more timely and ultimately more relevant. That philosophy came to life during the 2026 World Cup.


THREE CORE STORIES


For Betsson’s Football Festival campaign, three core stories were originally filmed in Argentina. Through a combination of creative production and AI-assisted localisation, those stories became 110 final video versions across seven Latin American markets.


This went far beyond translating copy or changing a flag. Faces, jerseys and visual environments were adapted to reflect the communities seeing the work. In Peru, for example, where the national team had not qualified, supporters were represented through the colours of the local clubs they actually follow. Around those films, the team created the largest creative toolkit in Betsson’s history, with more than 1,000 assets designed to support different markets, channels and moments throughout the tournament. That preparation allowed local teams to react quickly to results, squad announcements and conversations happening around the competition. Instead of working through lengthy traditional production cycles, relevant creative could be available within hours. The same approach extended beyond advertising. Pride of a Nation brought together football legends and current players connected to Betsson’s sponsorships across Argentina, Colombia, Belgium and Italy, generating 8.8 million views across four long-form episodes. Betsson.


30 OCTOBER 2026 GIO


Sportcast added more than 40 episodes of tournament conversation involving journalists from across Latin America.


CREATIVITY AT SCALE Behind all of this was the same team. The same people who retrained together also built new brand identities, developed AI-produced commercials, supported ambassador campaigns and delivered the most ambitious tournament campaign Betsson had undertaken. For the company, this is what creativity at scale really means.


It is not simply producing more assets for less money. It is giving talented people better tools, creating space for stronger ideas and making high-quality creative accessible to more markets.


Technology changed what was possible. The people changed what was done with it.


NEXT STOP, ROME


Betsson Group will be at SiGMA Europe from 3 to 5 November, bringing together colleagues from across the business on Stand H1-1045. Visitors will have the opportunity to meet the team, exchange ideas on the industry and, for those feeling competitive, take part in our table football challenge.


We will also be welcoming a few special guests to the stand, with more details to be revealed closer to the event.


If you are heading to Rome, come say hi. We look forward to seeing familiar faces and making some new connections.


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