How Betsson is evolving for a regulated world
At SiGMA Central Europe 2025, brand evolution and regulatory adaptation took center stage during the keynote “Global Power, Local Passion: Evolving Betsson’s Brand for a Regulated World.” Speaking on the Regulatory Stage, Ronni Hartvig, Chief Commercial Officer at Betsson Group, delved into how one of iGaming’s most established names continues to balance global growth with local authenticity.
Returning to the conference scene after several years, Hartvig reflected on how far the industry has come, setting the tone for a session focused on strategy, identity and resilience in an increasingly complex regulatory climate.
A changing regulatory landscape
Hartvig began by highlighting how the regulatory environment has reshaped Betsson’s operations over the past decade. “Betsson had 25 brands and just a few licences,” he noted. “Now, we hold over 25 local licences, each with its own requirements, marketing limitations and compliance frameworks.”
While regulation has ensured greater integrity across the industry, it has also created operational challenges. Complex advertising restrictions, evolving player protection standards, and rising customer acquisition costs have forced operators to rethink how they build and sustain their brands.
“Media prices are inflating, and CPA is higher than ever. Customer behaviour is also changing, consumers are watching and interacting in ways we’ve never seen before. To stay relevant, we have to face these challenges head-on,” Hartvig explained.
One global identity
A major turning point in Betsson’s growth strategy came when the company recognised it had spread itself too thin across multiple markets and sub-brands. “Acquisition has served us well and remains a key growth pillar, but at one point we realised that to make Betsson truly global, we needed to consolidate and refocus.”
This led to a bold rebranding strategy, one that unified the company’s diverse portfolio under a single, cohesive identity. “Three years ago, Betsson reached a population of around 440 million through our brands. By streamlining and rebranding, we now reach more than one billion people globally. That’s the power of scale and shared identity.”
By shifting from a fragmented, market-by-market approach to one anchored in cross-border synergy, Betsson has been able to increase leverage, optimise marketing efficiency and create a more consistent customer experience worldwide.
Passion and purpose
Hartvig also discussed the power of sports partnerships in shaping Betsson’s modern brand story. “It’s not just about putting our logo on a jersey. It’s about connecting with the fans, with the people behind the game. If we’re not performing as a partner, stakeholders won’t be happy. So, we make sure we activate those sponsorships to their full potential.”
Over the past few years, Betsson has become one of the most visible brands in global football, with around 40 sponsorships and 15 brand ambassadors across 12 markets, from Italy and Belgium to Latin America.
Hartvig noted a streak of good fortune and shared success, “When we signed some of our football partners in their first year, they went all the way to glory. For us as a sponsor, nothing is bigger than that. The Champions League reaches millions globally, it’s about being part of something people are truly passionate about.”
For Betsson, this emphasis on passion is more than marketing, it’s cultural. “Growth with passion means local passion, local sponsorships, local expertise. It means having local offices and people who understand their markets deeply. That’s what defines us and takes our global brand to another level,” Hartvig said.
Balancing scale with soul
As Betsson continues to grow, the company faces the delicate challenge of maintaining authenticity while pursuing global dominance. “Passion is what makes the difference. With it, you can go very far. That’s the story behind Betsson’s growth over the last three years and that’s the recipe for our future.”
The keynote underscored a crucial message for the iGaming industry. As regulation tightens and competition intensifies, the brands that thrive will be those that balance compliance with creativity and global ambition with local connection.
For more exclusive perspectives from industry leaders and behind-the-scenes stories of transformation from SiGMA Central Europe 2025, stay connected for your inside look at how innovation, regulation, and brand power are shaping the future of iGaming.
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