In the fast-paced world of online gaming, Betsson stands out as a company with a winning strategy. In this interview Maria Debrincat sits down with the CEO of Betsson, Pontus Lindwall, who has been at the forefront of the company’s evolution over the past six decades, overseeing a wide range of innovations and strategic acquisitions. Get ready for a behind-the-scenes look at one of the world’s largest gaming groups and the visionary leader driving its success.

Can you give us an overview of Betsson’s current business strategy and how it’s evolved over time?

Betsson is one of the world’s largest gaming groups, at the heart of entertainment for over six decades. We operate 20+ brands, offering sports betting, casino games, poker, and other gaming products. Our business strategy is centred around providing the best customer experience in the industry, investing in technology, and expanding into new markets. When needed, we are agile in tweaking our strategy, particularly in response to changes in the regulatory environment. In recent years, we’ve focused on strengthening our position in key markets, while expanding into new markets such as Latin America. We have also made several strategic acquisitions that have bolstered our technology capabilities and expanded our product offerings and markets.

How does Betsson stay ahead of the competition and continue to innovate in the fast-paced world of online gaming?

We do so by relentlessly prioritising technology and user experience. We invest heavily in research and development to stay on the cutting edge of the latest trends and innovations – not only within our industry but we also look at others. Leveraging data and analytics, we gain a better understanding of our customers and deliver personalised, and localised experiences. Additionally, we actively monitor the regulatory landscape and adapt our strategy to comply with changing regulations while continuing to offer a competitive product offering. We also place a strong emphasis on corporate social responsibility, which has helped us build a strong reputation and differentiate ourselves from our competitors. At Betsson, innovation and excellence are at the core of everything we do.

What do you see as the biggest challenges in the near future, and how do you plan to address them?

I see several challenges on the horizon that we need to address proactively. One of the biggest challenges is the ever-changing regulatory landscape, particularly as more markets move towards regulation. We are well equipped to address such challenges as we’re continuously monitoring the regulatory frameworks in the markets in which we operate and ensure that everything we do is fully compliant. Another challenge is that sometimes our industry could face unpredictable volatility, which could sometimes lead to revenue fluctuations. One way we mitigate this is through our geographic spread of markets. As we operate in multiple markets and have a diverse product offering, we are able to withstand market fluctuations much better than some of our competitors. This is a key advantage of our business model, which enables us to maintain targets even in the face of unforeseen events or changing market conditions.

How does Betsson prioritise social responsibility and sustainability in its operations, and what impact do you believe these efforts have had on the company’s reputation and success?

At Betsson, we believe that a successful business must also be responsible. We are committed to being a responsible business and to always putting our customers first. Sustainability is an integral part of our business strategy, and it is crucial to us to generate value for shareholders while taking long-term responsibility for customers, employees and the communities in which we operate. We have adopted a Sustainability Framework which includes five focus areas and five long-term ambitions for Betsson’s work on sustainability. One of our focus areas is Responsible Gaming, as we have a responsibility to provide customers with the right conditions to enable them to control their gaming and have a healthy relationship with gaming.

Additionally, we prioritise employee impact and our ambition is to be the Employer of Choice – the first choice for both current and potential employees. Attracting talent with the right skills, retaining, and developing employees is an important ingredient of Betsson’s winning concept.
Betsson has offices in several countries in Europe, and we contribute to society by sponsoring and participating in various charity projects and initiatives. We also ensure that we are climate neutral by investing in climate positive projects, such as solar or wind plants. We have set science-based targets for how much the Group will reduce its emissions to be in line with the Paris agreement, and we have a roadmap for how to reach our goals. More recently, we have also joined the United Nations Global Compact Initiative, which is a voluntary initiative that encourages companies to adopt sustainable and socially responsible policies.

Overall, we believe that our commitment to sustainability and responsible gaming has had a positive impact on our reputation and success, and we are committed to continue prioritising social responsibility and sustainability in our operations.

Finally, what excites you most about the future of Betsson, and where do you see the company heading in the next 5-10 years?

As we celebrate our 60th anniversary, the future of Betsson is more exciting than ever before. Our industry has immense potential for growth, and as more people turn to online entertainment, we see boundless opportunities for innovation and expansion. We are well-positioned to meet the evolving needs of our customers and expand our presence in new markets, and I am confident that we will continue to thrive in the years to come.

For more insightful interviews like this check out the latest issue of SiGMA Magazine.