Betsson Group adds eponymous brand to list of Italian operations

The Italian iGaming market has offered a litany of challenges to existing operators, and definitely for any company that is attempting to break ground fresh in the country. Yet, Betsson Group has launched its eponymous brand, Betsson, in a carefully weighed expansion move that seeks to bring the company more benefits by consolidating its global presence in highly lucrative markets.

Despite the difficulty of breaking ground in the Italian iGaming market caused mostly by strict betting rules, Betsson Group has decided that the only way forward is to ensure that it builds a local presence, growing its European footprint and investing to establish the Betsson.it domain in the country.

Betsson has been cleared to offer sports betting as well as casino products, featuring a range of wagering markets and casino game products, such as slots, jackpots, and live dealer games. The rollout of the company’s products locally indicates that Betsson is firmly committed to building its European presence and is willing to expand.

Yet, Betsson Group is already aware of the challenges that the market faces, as it has been operating locally through its StarCasinò brand, which will not be going anywhere, and it will remain operational and run side-by-side with the Betsson brand.

The company is hoping to yield benefits of scale across various marketing campaigns that span global markets and produce stronger financial results for the company. Commenting on this opportunity, Betsson Group CCO Ronni Hartvig said that Italy has been a market of growing importance for the group, and the launch of the Betsson brand was a further testament to that.

"By consolidating our operations under the unified Betsson brand, we aim to harness the power of scalability. And together with our extensive experience in the region, we aim to position the brand as a leading sports betting operator in the market," Hartvig explained, confident in his company’s chances of securing reasonable local success.

In the meanwhile, Betsson Group has been building a footprint across the world. In February, Betsson got a content boost from Hub88, featuring the Bombay Live online casino games. Similarly, the group made a move for Belgium with betFIRST and Groupe Partouche.

Image credit: Betsson Group