Betsson Group

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

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

• Online sports betting
• Online casino gaming
• IGaming platform
• Multi-brand gaming
• Regulated gambling operator

Headquarters

HQ city

Talbieh

HQ country

Israel

HQ region

Middle East

Offices6 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Marketing or Sales, Personnel, Technology or R&D, Operations, Others

Revenue model

1. Online Sports Betting: Core sports betting product offered across proprietary platform and multiple brands globally
2. Online Casino: Casino gaming including slots, table games, and live gaming experiences
3. 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.
4. 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

Core 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

Named customers9 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability2 records

Feature3 records

Partnerships

24 partnerships are on record, tiered flagship, core and regional.

• Inter MilanflagshipGTM or Marketing Partner · 11 June 2026Football 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 BruggeflagshipGTM or Marketing Partner · 11 June 2026Three-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 NacionalcoreGTM or Marketing Partner · 11 June 2026Colombian football club partnership including Terrazas Verdes environmental initiative. Featured in Pride of a Nation content with players like René Higuita.
• Racing ClubcoreGTM or Marketing Partner · 11 June 2026Argentinian football club partnership featured in Pride of a Nation talk show content series.
• FK ŽalgirisregionalGTM or Marketing Partner · 11 June 2026Lithuanian football club sponsorship partnership.
• SSC BariregionalGTM or Marketing Partner · 11 June 2026Italian football club sponsorship with charitable donation of €10,000 to local organisations Glaros and Villaggio Berukhà.
• ARIS BetssonregionalGTM or Marketing Partner · 11 June 2026Greek football club sponsorship with additional support for Valencia relief campaign.
• OFI Crete FootballregionalGTM or Marketing Partner · 11 June 2026Greek football club sponsorship.
• Irklis FCregionalGTM or Marketing Partner · 11 June 2026Greek football club sponsorship.
• Liga Peruana de Vóley BetssonregionalGTM or Marketing Partner · 11 June 2026Peruvian volleyball league sponsorship.
• Boca JuniorsflagshipGTM or Marketing Partner · 11 June 2026Major Argentinian football club sponsorship partnership.
• Buenos Aires Premier PadelregionalGTM or Marketing Partner · 29 May 2026Official 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 PadelregionalGTM or Marketing Partner · 29 May 2026Official Partner of Major tournament in Rome from May 31 to June 7. Interactive fan activities and branded experiences throughout tournament.
• OFI CretecoreGTM or Marketing Partner · 28 April 2026Betsson 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 FederationcoreStrategic or Co-development Partner · 28 April 2026Partnership for Betsson Greek Cup competition including coordinated season-long execution and premium final event organisation.
• Peristeri BC BasketballcoreGTM or Marketing Partner · 28 April 2026Naming partner with Greek basketball team. Partnership includes social impact initiatives focused on youth, education, equality and access to sport.
• Club Brugge FoundationcoreStrategic or Co-development Partner · 23 February 2026No Heart No Glory social campaign for blood and plasma donation. Organised blood drives at Jan Breydel Stadium with Rode Kruis Vlaanderen.
• Davis CupcoreGTM or Marketing Partner · 6 February 2026Betsson became betting partner for the Davis Cup international tennis competition.
• Group-IBcoreTechnology or Integration · 21 January 2026Fraud 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 ArgentinaregionalGTM or Marketing Partner · 15 January 2026Title sponsor of three-day international padel tournament in Mar del Plata featuring world top-ranked players.
• Peristeri Betsson BCcoreGTM or Marketing Partner · 5 December 2025Naming 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.)regionalStrategic or Co-development Partner · 3 December 2025Collaboration on workplace bullying prevention program through educational initiatives, workshops, mentoring and awareness activities for women's professional development.
• Hellenic Football Federation (HFF)coreStrategic or Co-development Partner · 3 December 2025Joint initiatives in sport promoting fair play, respect and bullying prevention at every level of athletics.
• Estonian President Emeritus Kaljulaid's FoundationregionalStrategic or Co-development Partner · 27 September 2024Employers Against Domestic Abuse initiative addressing domestic abuse through workplace support and awareness.

Scale indicators9 records

Recent moves6 records

Expansion highlights7 records

Direct 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

• Xx.com/betssongroup
• YouTubeyoutube.com/@Betsson
• Facebookfacebook.com/BetssonGroup
• LinkedInlinkedin.com/company/betsson-group
• Instagraminstagram.com/betsson_group

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles19 records

Subsidiaries3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A2 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Betsson Group