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Betsson Expands Its Presence in Eastern Europe

BSN Staff



Sportsbooks betting and casino online gaming have been available in Belarus since 2018 when president Lukashenko signed a decree for the new law, allowing international providers to offer gaming services within the country’s borders. This agreement has also made it possible for Betsson to expand its presence in Belarus, providing casino games, sportsbooks betting, and poker. Licensing gets managed under the Europebet brand, another company offering slot, casino, and table games along with sports betting.

The Europebet is the first provider of poker in Belarus, which opens this market for more international casino game providers to introduce their content in a short while. Furthermore, it is expected for live gaming, such as live casinos, to get submitted to the market in the next quarter.

Casino games get provided by many international businesses that operate online, following up on the regular casino experience and fandom. With improvements related to software used for structuring and presenting embedded content online (HTML5), this evolution came naturally, and the market has responded positively. The new iGaming business has also merged with sportsbooks betting as it is almost always an added entertainment section on most casino websites. Games like roulette, Blackjack, Baccarat, and other classics represent the usual, practically obligatory collection. Still, there are many modern takes on the classic formulas, with games such as Lucky Lightning, Gonzo’s Quest, Diamonds of the Realms, and many more.

Betsson AB’s Long Heritage Reaches Eastern Europe

Betsson AB is founded in 1963 in Sweden, working on providing the market with games such as casino, bingo, poker, and scratch cards. There are more than a dozen brands that correlate with Betsson AB, such as NordicBet and Betsafe. Being licensed by UKGC and MGA, Betsson AB represents one of the most reliable iGaming providers, with a strong focus on customer protection and quality entertainment.

Pontus Lindwall, Betsson’s current CEO, has made a statement indicating the company’s interest in this move since 2019, so the process was well-thought-out. As a part of this expansion, Betsson AB has also opened an operations office in Minsk, opening many employment opportunities for the local community while also ensuring a premium casino gaming experience for the new market. There are many points to check when dealing with international expansions, such as this one, and Betsson AB has made sure that everything goes according to plan.

The betting segment of the business also experienced strong performance recently due to intercontinental soccer tournaments, with an immediate increase of the margin by 9 percent. Because of the rise in betting trading margin Betsson AB is expecting revenue of SEK 1.73bn – 1.75bn, making this the highest peak from a single business aspect so far. In Q2 of 2021, the group accomplished record operating profits as well, reaching SEK 375M. This profit results from a nearly 25% increase in the number of customers actively playing and betting. With such a successful baseline in terms of operating finances in 2021, Betsson AB is looking forward to the following year.