Betsson Group
- Company typePrivate
- Founded1963
- HeadquartersTalbieh, Israel
- Headcount1,001–5,000
- GTM typeB2B and B2C
- OfferingServices
Betsson Group firmographics
Firmographics- Name
- Betsson Group
- Legal name
- Betsson Services Limited
- Website
- https://betssongroup.com
- Company type
- Private
- Founded year
- 1963
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Ownership category
- akta.pro rank
Betsson Group industry classification
Industry- Product category
- Online Gambling / iGaming
- NAICS
- Gambling Industries (7132)
- akta.pro primary industry
- Sportsbooks (Online & Mobile Operators) (MPAEACAA)
- akta.pro secondary industry
- iGaming Platform Providers (Turnkey/Casino & Sportsbook Platforms) (MPAEAKAA)
Keywords
Where Betsson Group is headquartered
LocationHeadquarters
- HQ city
- Talbieh
- HQ country
- Israel
- HQ region
- Middle East
Offices6 records
Markets served
Betsson Group business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Marketing or Sales, Personnel, Technology or R&D, Operations, Others
Revenue model
- Online Sports Betting: Core sports betting product offered across proprietary platform and multiple brands globally
- Online Casino: Casino gaming including slots, table games, and live gaming experiences
- B2B Technology Licensing: Licensing of proprietary front-end and middleware technology assets to other operators. Following the acquisition of Rhino Entertainment Group technology, Betsson plans to grow B2B business through incremental licensing revenue.
- Affiliate Revenue: Betsson Group Affiliates program generating revenue through player referrals from affiliate partners
Go-to-market motion3 records
Distribution channels3 records
Marketing channels6 records
Betsson Group product offering
Product offeringCore offering
Betsson Group operates a proprietary iGaming platform that delivers online casino, sportsbook, and live gaming experiences to consumers under multiple consumer brands including Betsson, Betsafe, NordicBet, StarCasino, InkaBet, BetFirst, Jalla Casino, Racebets, and Rizk across 24 regulated markets globally. The company also licenses its proprietary front-end and middleware technology assets to other operators as a B2B offering following the Rhino Entertainment Group acquisition.
Product overview
Betsson Group operates a multi-brand iGaming platform offering online casino, sports betting, and gaming experiences through multiple consumer brands including Betsson, Betsafe, Nordicbet, StarCasino, InkaBet, BetFirst, Jalla Casino, Racebets, and Rizk. All brands are powered by a proprietary technology platform which is the core of the offer and customer experience. The company serves millions of players across 24 countries with a focus on regulated markets.
Differentiator
Problem solved
Functional benefit
Brands
- Betsson: Flagship brand offering top-tier Sportsbook, Casino, and gaming experiences.
- Betsafe
- NordicBet
- StarCasino
- InkaBet
- BetFirst
- Jalla Casino
- Rizk
- Racebets
Products and services
- Betsson Flagship online casino and sports betting brand offering top-tier gaming experiences including casino games, sportsbook, and live play for consumers in regulated markets.
- Betsafe Leading online casino and sports betting brand operating across multiple markets with casino games and sports wagering offerings.
- NordicBet Nordic-focused online casino and sports betting brand serving Scandinavian markets.
- StarCasino Online casino brand operating primarily in the Italian market with casino games and live gaming.
- InkaBet Online casino and sports betting brand serving the Peruvian market.
- BetFirst Online sports betting brand operating in Belgium with sports wagering offerings.
- Jalla Casino Online casino brand operating in the Swedish market.
- Racebets
Quantifiable outcome
- Customer Services Operator of the Year - 8 wins in past 10 years at EGR Awards
- +2 more outcomes
Companies that use Betsson Group
Customer profileNamed customers9 records
Segments2 records
Ideal customer profiles2 records
Betsson Group technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability2 records
Feature3 records
Betsson Group partnerships and signals
Strategic signalPartnerships
24 partnerships are on record, tiered flagship, core and regional.
- Inter MilanflagshipFootball club sponsorship featuring players in Pride of a Nation content series. Inter has over 18 million combined Instagram followers with sponsored players representing multiple national teams.
- Club BruggeflagshipThree-year agreement entered in June 2025. Promoted No Heart No Glory blood donation campaign during Champions League matches. Features players like Simon Mignolet and Hans Vanaken.
- Atlético NacionalcoreColombian football club partnership including Terrazas Verdes environmental initiative. Featured in Pride of a Nation content with players like René Higuita.
- Racing ClubcoreArgentinian football club partnership featured in Pride of a Nation talk show content series.
- FK ŽalgirisregionalLithuanian football club sponsorship partnership.
- SSC BariregionalItalian football club sponsorship with charitable donation of €10,000 to local organisations Glaros and Villaggio Berukhà.
- ARIS BetssonregionalGreek football club sponsorship with additional support for Valencia relief campaign.
- OFI Crete FootballregionalGreek football club sponsorship.
- Irklis FCregionalGreek football club sponsorship.
- Liga Peruana de Vóley BetssonregionalPeruvian volleyball league sponsorship.
- Boca JuniorsflagshipMajor Argentinian football club sponsorship partnership.
- Buenos Aires Premier PadelregionalOfficial sponsor of 2026 Premier Padel P1 tournament held at Mary Terán de Weiss Stadium. Fifth edition with 114 matches and world record 16,920 semi-final attendance.
- BNL Italy Major Premier PadelregionalOfficial Partner of Major tournament in Rome from May 31 to June 7. Interactive fan activities and branded experiences throughout tournament.
- OFI CretecoreBetsson Greek Cup title sponsor. OFI won 2026 final defeating PAOK FC after extra time, securing UEFA Europa League playoffs and Conference League participation.
- Hellenic Football FederationcorePartnership for Betsson Greek Cup competition including coordinated season-long execution and premium final event organisation.
- Peristeri BC BasketballcoreNaming partner with Greek basketball team. Partnership includes social impact initiatives focused on youth, education, equality and access to sport.
- Club Brugge FoundationcoreNo Heart No Glory social campaign for blood and plasma donation. Organised blood drives at Jan Breydel Stadium with Rode Kruis Vlaanderen.
- Davis CupcoreBetsson became betting partner for the Davis Cup international tennis competition.
- Group-IBcoreFraud protection technology deployment including real-time monitoring and behavioral analytics with performance-based cost model to enhance security and customer experience.
- Summer Pro Padel 2026 ArgentinaregionalTitle sponsor of three-day international padel tournament in Mar del Plata featuring world top-ranked players.
- Peristeri Betsson BCcoreNaming partner and major sponsor for two-year term. Historic Athens basketball club competing in top tier and European competitions. Includes social impact initiatives on youth, education, equality and access to sport.
- Greek Association of Women Entrepreneurs (S.E.G.E.)regionalCollaboration on workplace bullying prevention program through educational initiatives, workshops, mentoring and awareness activities for women's professional development.
- Hellenic Football Federation (HFF)coreJoint initiatives in sport promoting fair play, respect and bullying prevention at every level of athletics.
- Estonian President Emeritus Kaljulaid's FoundationregionalEmployers Against Domestic Abuse initiative addressing domestic abuse through workplace support and awareness.
Scale indicators9 records
Recent moves6 records
Expansion highlights7 records
Betsson Group competitors and assessment
Company assessmentDirect peers
- Kindred Group: Owner of Unibet, Maria Casino, 32Red, and other consumer brands; the closest direct peer given the multi-brand, Nordic-heritage, regulated-market online casino and sportsbook business model with comparable European geographic footprint.
- LeoVegas Group: Nordic-rooted multi-brand online casino and sportsbook operator with a mobile-first proprietary platform; comparable in scale, target customer, and regulated-market focus to Betsson's mid-tier European brands.
- Kaizen Gaming (Betano): Operator of Betano and Stoiximan brands across Europe and Latin America; competes head-to-head with Betsson in Greece, Brazil, and other emerging regulated markets using a similar sports-sponsorship-led GTM.
- Super Group (Betway / Spin): Globally distributed multi-brand online sportsbook and casino operator with comparable regulatory strategy and sponsorship-led marketing approach; directly relevant benchmark for Betsson's international expansion.
- Novibet: Greek-founded, multi-market online sportsbook and casino operator expanding across Europe and LatAm; directly comparable in size, brand-led GTM, and regulatory licensing strategy.
Broad incumbents
- Entain plc: Large multi-brand operator (bwin, Ladbrokes, Coral, PartyPoker, BetMGM) with both B2C and B2B exposure; overlaps materially with Betsson in European sportsbook and casino, but operates at significantly greater scale and breadth.
- Flutter Entertainment: World's largest online operator (Paddy Power, Betfair, PokerStars, FanDuel, Sisal, Snai) with overlapping sportsbook and casino products across Europe; sets the competitive ceiling on branding, technology, and market access that Betsson must match.
- 888 Holdings: Multi-brand online casino and sportsbook operator (888casino, 888sport, William Hill) with a similar regulated-market, multi-brand European playbook and a comparable technology-platform investment thesis.
- Playtech plc: Largest publicly listed B2B iGaming platform and content provider; the most direct competitor to Betsson's emerging B2B licensing ambition following the Rhino and Sporting Solutions acquisitions.
Regional players
- Sazka Group: Central European lottery and gaming operator with adjacent online expansion; comparable as a regional incumbent that Betsson intersects with in selected European regulated markets.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key highlights7 records
Customer concentration
Betsson Group social profiles
Digital presenceBetsson Group compliance and trust
Trust signalCompliance2 records
Betsson Group financial estimates
Financial estimateRevenue estimate
Valuation estimate
Betsson Group leadership team
Management profileNumber of profiles
Profiles19 records
Betsson Group subsidiaries and ownership
Company hierarchySubsidiaries3 records
Betsson Group funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Betsson Group M&A and investment
M&A and investmentM&A2 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Betsson Group
What does Betsson Group do?
Betsson Group operates a proprietary iGaming platform that delivers online casino, sportsbook, and live gaming experiences to consumers under multiple consumer brands including Betsson, Betsafe, NordicBet, StarCasino, InkaBet, BetFirst, Jalla Casino, Racebets, and Rizk across 24 regulated markets globally. The company also licenses its proprietary front-end and middleware technology assets to other operators as a B2B offering following the Rhino Entertainment Group acquisition.
Is Betsson Group a public or private company?
Betsson Group is a private company. It is classified as corporate owned and is currently operating.
When was Betsson Group founded?
Betsson Group was founded in 1963. It employs 1,001 to 5,000 people.
Where is Betsson Group based?
Betsson Group is headquartered in Talbieh, Israel, in the Middle East region.
How does Betsson Group make money?
Four revenue lines are on record. Online Sports Betting is the primary driver. The others are online Casino, B2B Technology Licensing and affiliate Revenue.
Who are Betsson Group's main competitors?
Direct peers on record are Kindred Group, LeoVegas Group, Kaizen Gaming (Betano), Super Group (Betway / Spin) and Novibet. Broad incumbents are Entain plc, Flutter Entertainment, 888 Holdings and Playtech plc. Sazka Group is listed as a regional player.
Does Betsson Group have an API?
No public API is recorded for Betsson Group.
What industry is Betsson Group in?
Betsson Group's product category is Online Gambling / iGaming. Its primary akta.pro industry code is MPAEACAA, Sportsbooks (Online & Mobile Operators), with a secondary code of MPAEAKAA, iGaming Platform Providers (Turnkey/Casino & Sportsbook Platforms). Its NAICS code is 7132.