The opening of the Betsson sportsbook was made possible by receiving the GLI 33 certification which is necessary for operating in multiple states. This certification was issued to Betsson by Gaming Laboratories International.
Betsson released this statement about the certification: "The GLI 33 certification that Gaming Laboratories International issued for the sportsbook in Colorado is also necessary for operating in several states, and thus serves as an important cornerstone in the establishment of Betsson’s B2B sportsbook offering in the country."
With an office on the ground to support regional B2B operations, Betsson also has a Managing Director for the B2C offering. Betsson AB (publ) is a holding company that invests in and manages gaming companies within online gaming.
On the B2B side, an account director has been hired to oversee B2B operations. The sportsbook is said to be an essential piece of Betsson's Business-to-Business strategy in the US Pontus Lindwall, CEO and President of Betsson AB mentioned this in his statement.
Lindwall said: "The launch of our proprietary sportsbook in the U.S. is an important milestone. We are entering a new continent, expanding Betsson's global reach and further solidifying our B2B and B2C ambitions, thanks to many months of hard work by our product and technology teams to craft a product customized [sic] for the US market."
Originally, the company announced that it would plan to launch the sportsbook in 2020 after attaining a ten-year deal with Dostal Alley Casino. However, it took until 2022 for the Betsson sportsbook to officially launch in Colorado.
In Q4 of 2021, Betsson saw a 10% year-on-year decrease in its revenues. However, they managed to end the year with a 4% overall increase.
In recent news, the company signed Pontus Wernbloom, a former soccer star as its brand ambassador in mid-March.
