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Betsson Group pulls 8 brands from UK casino market

  • by Stelly in Industry
  • October 22, 2020

Betsson AB pulls all UK-facing brands but Rizk Casino in an attempt to reduce UK presence and explore new market avenues.


The past year has been an interesting one filled with several changes in the online casino industry.

In a recent press release, the Nordic online gambling operator, Betsson AB, announced that it has opted to significantly reduce its UK market presence.

While the operator won't be completely removed from the UK, it will pull a large number of brands from the country to focus on one prime online casino – effective immediately.

Rizk Casino remains

Earlier this week, Betsson announced that it will be reducing its UK market presence. The operator will go from nine brands on three different platforms, under four licenses to a single brand.

The brand that will remain available to UK players is Rizk Casino, acquired from the Gaming Innovation Group earlier this year. The brand was acquired along with three other top gaming brands.

Brands that will be closing in the UK:

  • Betsafe
  • Betsson
  • Casino Euro
  • Guts
  • Kaboo Casino
  • Live Roulette
  • Jackpot247
  • Racebets

This closure is with immediate effect and no future deposits or bets are to be accepted at these sites. Customers that currently have active bets or funds in their accounts can expect these funds paid out as winnings.

Time for change

Betsson has revealed that the UK Market only accounts for 3% of the group revenue. Furthermore, the strict oversight of online gambling operations in the market requires extensive investment in marketing, technology and regulatory compliance. Which in the long run is not sustainable with the current setup Betsson has in the UK.

According to the operator, their new UK strategy is to increase efficiency and have a positive impact on the contribution of their UK business. Pulling the 8 other brands will also enable the operator to reallocate resources for profitable growth in other markets.

Betsson will be handing back three of its current UK licenses to the UK Gambling Commission. The dormant UK brands will be retained for use in other markets ensuring the elimination of trademark write-downs.

The withdrawal from the UK market isn't a complete surprise considering the data and statistics. In 2017, Betsson acquired several UK-facing brands with the NetPlay acquisition. The deal sealed by former CEO Ulrik Bengtsson never produced the expected returns.

Since 2018, Betsson has started cutting down on its UK marketing spend and also transferred some of their NetPlay operations to Malta.

The current CEO, Pontus Lindwall, will soon reveal more during the company release of the Q3 financial report card. There are hopes that Lindwall will also reveal more on the new UK strategy.

Exploring new markets

In other news, the extension of Betsson's relationship with the football club, AC Millan was a great boost for their Italian market strategy. The operator's StarCasino brand has been a long-time sponsor for the club. Over the summer, they signed a new marketing partnership with the team to extend this partnership for three more years.

Interestingly enough the deal involves the website, StarCasino.sport, which has no references to gambling. This website is entirely dedicated to sports content and new ways to experience football.

The lack of gambling references on the site is a strong reflection of the country's new rules and regulations regarding gambling advertising and sponsorship of local bodies. That being said, it serves the purpose of ensuring Betsson doesn't fade from player memories.

The strong laws and regulations are in place to protect players and ensure responsible gambling is a primary focus.

Betsson is exploring new avenues in various markets even with 8 UK-facing brands getting cut. For UK players there is still the excitement of getting quality gaming entertainment from the leading online casino brand, Rizk.

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