In a strategic move aimed at expanding its European footprint, Betsson has secured a license to introduce online sports betting in France. This development marks a significant step for the company, which is set to launch its sportsbook under the renowned Betsson brand by the end of Q4 2023.
Expansion Strategy
Betsson’s entry into the French online sports betting market aligns with its overarching strategy of geographic diversification within Europe. Earlier this year, the company successfully ventured into the Belgian online gaming market through a strategic partnership with French casino operator Groupe Partouche, establishing its presence in yet another European nation.
CEO views on the licence acquisition
Betsson AB’s CEO, Pontus Lindwall, expressed his satisfaction with the licence acquisition. He highlighted the significance of the French gaming market in Europe. Lindwall said he believes that by combining Betsson’s global gaming expertise with the local knowledge of its French partner, the company is able to provide an unparalleled sports betting experience for customers in France.
Key partnerships to build a solid foundation
Betsson’s French sportsbook will be powered by Sportradar, ensuring a robust and reliable platform. Meanwhile, the player account management system (PAM) will be handled by OMEGA Systems. In addition to these partnerships, Betsson has entered into an agreement with Goma Development to introduce innovative features to the sportsbook, enhancing the overall user experience.
The licence to operate in France was obtained through a joint venture with a local partner. Nadir Ounissi, a partner of Betsson in France and the founder and CEO of Casino Secret, said that the company is commited to tailoring the sportsbook product for recreational players while adhering to legal requirements and societal concerns related to gaming.
New chapter for Betsson in France
Sabri Tekaya, the Managing Director of Betsson France, expressed his delight at receiving the license after a meticulous process. With France being one of Europe’s largest markets, Betsson is eager to engage with French players through its flagship brand. As the company prepares to bring online sports betting to France, it looks forward to contributing positively to the market’s growth and providing a top-tier gaming experience to customers in the region.
It’s important to note that online casino gambling remains prohibited in France, as the vertical has yet to be regulated. Despite this, Betsson continues to strengthen its position in Western Europe, reporting an 8.8 percent revenue increase in the region to €27 million in Q2 2023.
The French regulated gambling market demonstrated a commendable 4 percent growth during the first half of 2023, resulting in a total gross gaming revenue (GGR) of €5.35 billion (US $5.63 billion). Notably, this market remains largely under the dominion of FDJ and PMU, collectively contributing to 78 percent of the GGR.
Betsson Group’s commitment to expanding its reach and enhancing its offerings is evident in its strategic partnerships and brand launches. Earlier this year, the company extended its collaboration with Pragmatic Play, enabling the provision of live casino content to its Swedish operator, Jalla Casino.
In addition Betsson Group successfully introduced its flagship brand in Denmark in August this year, executing a strategic rebranding of Casino.dk to Betsson.dk. These initiatives underline Betsson Group’s dedication to capitalizing on growth opportunities in the ever-evolving gambling industry landscape.
Currently trading at SEK120.10 (-0.41 percent), Betsson AB is poised for an exciting new venture in its expansion journey.
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