SUSTAINABILITY
Betsson talks ESG essentials for long term sustainability
Since 1960, sustainability and longevity has been embedded in the DNA of Betsson. Fast-forward to 2024, it continues to parallel running a profitable business and protecting the people and the planet. Jonna Danlund, Head of Sustainability at Betsson, shares insights into maintaining a sustainable company and how Betsson plans on staying ahead of the curve.
Alberto Alfieri
s a global sports betting and gaming operator, Betsson’s vision consists of providing the best experience for customers and taking responsibility for employees as a prerequisite, to maintain a successful and sustainable business. As the company strives to stay ahead of the curve, Jonna highlights some of the attributing factors, saying: “The iGaming and actually, the world, is on a journey of increased focus on sustainability, or ESG, which stands for environmental, social and governance factors. “Another way to cut the cake, is talk about the three Ps- People, Planet, Profit. We’re in business to make profit, and for that, we need a planet to stand on, with clean air to breath, and so forth. We also need customers, employees, and the society around us.”
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ESG is already on the agenda for many companies, along with other major global issues such as deforestation and biodiversity. Betsson is a climate-neutral company, which means that it offsets emissions as part of the climate strategy. By purchasing reduction units for emission, it induces factors such as electricity in gaming units or transportation by employees to exercise its climate positive projects.
Jonna continues, talking about the
interdependency in ensuring a profitable business is also responsible for the people and the planet. “We must acknowledge that there are changes in the climate, customer preferences, the workforce, and society, which pose certain risks and opportunities for the businesses which they need to be aware of.”
Sustainability has been at the forefront of Betsson’s focus since they were founded in 1960, Jonna states that some business’ practicing ESG used to think it was ‘nice to have’, but now it is a ‘must have,’ as there is increasing legislation in the
22 JULY 2024 GIO
UK. She continues to express how the topic should not be undermined, and that anyone aiming to run a serious business for any length of time should be prioritising its importance. Jonna also states, “True, reporting requirements have increased tenfold, but the core is just the same.” In addition to this, for companies to stay relevant to stakeholders for years to come, they will need to demonstrate long-term sustainability. Companies should shift their focus on not just being profitable, but profitable in the long run. Jonna questions future objectives within a company, saying: “Whether you invest your money in a company, trust it with your career, or engage as a business partner, surely you’d want
that relationship to be one you can be proud of, mutually beneficial, and future-proof?” After hosting the first ever ESG track in May at the iGaming event, NEXT: Valetta 2024, Betsson was able to express its concerns with the industry by addressing sustainability. At this event, along with other participants, it was an opportunity to discuss pain points and share the best practices necessary to improve ESG, as well as highlighting that “we are stronger together.”
One of the major social pillars in ESG revolves solely around the wellness of employees of the company as well as the safeguard of stakeholders and suppliers. The Responsible Gaming initiative plays a huge part in the industry which can contribute to social well-being.
Jonna expands on Betssons internal efforts for staying sustainable, stating: “Working with sustainability is less about big initiatives and more about the activities that continuously go on across the organisation, day in, day out, week after week, month after month.
“The constant improvements – some big, some small, but all for the good of the customer and the company long-term. Having a sustainable mindset is part of every role, every task – there is an ESG angle to everything.”
She continues “We also need to be humble and recognise that there is more do be done. There always is when it comes to ESG, as the bar is set higher and higher, and stakeholders expect even more transparency, operational excellence, and responsible business practices covering not just our own operations but across the value chain.” In the light of increasing sustainability within the industry, Jonna urges for companies to not become complacent when tackling the issue to ensure longevity. Betsson aims to drive its own sustainability framework and influence others to do the same.
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