Betsson strengthens Danish footprint with Casino.dk rebrand

Betsson is taking another step to consolidate its presence in European markets through the rebranding of the Casino.dk iGaming brand to the eponymous group. Moving forward, Casino.dk will be known to audiences as simply Betsson, and will provide local players with an outstanding variety of gaming options that are brought by the best suppliers and aligned with the country’s strict regulatory regime.

The latest rebranding has been hailed by Betsson Group CCO Ronni Hartvig who welcomed the consolidation of the company’s operations and said that it would allow it to better leverage its established business model tapping into consistency and brand visibility.

"This rebranding approach empowers us to further optimize resources, cultivate a cohesive brand identity, and extend positive impact through diverse marketing initiatives and global partnerships," Hartvig added.

The rebranding comes at a pivotal time for Betsson Group, as the company is also driving a new message in its operational markets with its "A bet makes the difference" concept which is part of the company’s larger efforts to market to customers and desire to show players that gaming is fun beyond fixating on winning. The new advertisement campaign comes shortly on the heels of the group’s 60th anniversary, as one of the world’s biggest and best-known powerhouses.

The new concept goes hand-in-hand with a new commercial that is a bold message and is directed by Rodrigo Saavedra. The Betsson casino brand will complement the company’s existing operations with NordicBet in Denmark, with the market remaining ever important part of the company’s overall strategy.

Betsson has been actively building its presence in European markets as noted. The company has similarly focused on consolidating its reach internationally, with expansions in Latin America and seeking to deploy its products in strength. Earlier this year, NordicBet also confirmed that it was able to extend its title rights to the country’s topflight soccer competition, which will still be known as NordicBet Liga.

Betsson has been pushing in Argentina where the company became a sponsor of Boca Juniors, an Argentine professional sports club, and a soccer powerhouse in the region.

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