Betsson highlights importance of RG in new marketing concept

tv camera
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Betsson has unveiled a fresh marketing approach that stresses its commitment to responsible gaming across all of its regulated markets. 

Initially rolling out across Europe and Latin America, the new concept has seen the introduction of new television ad spots. These spots encourage players to feel the thrill of betting rather than living for the big wins. 

Titled “a bet makes the difference”, the campaign reinforces Betsson’s previous messaging to customers that betting should be about entertainment rather than winning money. 

Jesper Svensson, CEO of Betsson Group, explained: “As we expand our presence across various markets, we have established an in-house international creative hub. I am really excited to unveil our most ambitious commercial yet, solidifying Betsson as the most exciting brand in the industry.”

The TV ads have been created in-house and were directed by award-winning director Rodrigo Saavedra. They depict a dull and boring sporting event becoming a thrilling spectacle once the fan placed a bet on the Betsson app. 

Betsson explained that one of the key aims of the campaign is to make betting feel closer to a global lifestyle brand, fitting with the entertainment industry. This once again reinforces its aim to make betting an additional entertainment product rather than a money-making scheme for players. 

Kay Höök, Global Brand Director on Betsson, added. “While we can’t control the excitement of a match or guarantee wins, we can assure our customers that placing a bet, small or big, will amplify the excitement. While many other betting companies focus on big, quick wins, our emphasis lies in cherishing the excitement itself and the heightened entertainment that a bet provides.”

This update makes up Betsson’s latest approach toward its marketing strategy, which also features sports sponsorships. Recently, the operator partnered with Argentine soccer club Boca Juniors, becoming the 34-time domestic champions’ front-of-shirt partner for the upcoming season. 

It comes as Latin America is an increasingly important region for the operator, as outlined in its financial performance. In its Q4/FY22 report, Betsson noted that Latin America doubled its revenue contribution, reaching $56.3m. 

After solidifying growth and onboarding new customers across the region, Betsson is now seeking to keep its players safe whilst reinforcing its brand to new players. 

Höök added: “Our goal is to enhance the entertainment value and intensify the excitement for our customers. While potential winnings remain a possibility, we don’t want the prospect of winning to define our communication. Our message is that when you gamble responsibly, you will enjoy the excitement even if you don’t win.”