In this exclusive, Shakyra Jonsson talks with CasinoWow about Betsson Group's growth plans, emerging iGaming markets, affiliate strategy, and upcoming events.
Betsson Group has been a huge part of the gaming industry for more than six decades. The company is a leader in sportsbook, casino, and online gaming. Its portfolio of over 20 brands , including Betsson and Betsafe casinos, speaks for itself.
We had the pleasure of talking with Shakyra Jonsson , Senior Affiliate Operations and Events Manager at Betsson Group, about how they stay ahead of the curve , insights into their affiliate strategy, and the exciting markets and upcoming events on the horizon.
CasinoWow's interview with Shakyra Jonsson
CW: Can you tell us what is the current focus of Betsson Group Affiliates, and how does it align with the broader goals of the company?
SJ: The pleasure is mine, as always. Our current focus of Betsson Group Affiliates (BGA) is on sustainable growth through market expansion, strategic innovation, and deeper partner engagement.
We are aligning closely with Betsson Group’s broader vision by concentrating on localisation, compliance, and cutting-edge marketing strategies that drive long-term value.
Whether it’s optimising campaigns or enhancing support services, everything we do is aimed at delivering quality results for our partners while upholding Betsson Group’s values of trust, responsibility, and excellence.
CW: Have there been any strategic shifts or innovations in how your affiliate team operates in 2025 compared to previous years?
SJ: 2025 has brought a clear focus on adaptability and innovation. We have shifted towards more personalised and localised approaches, especially in markets like Brazil and Argentina.
Internally, we have integrated better reporting tools, ramped up automation, and introduced region-specific promotions. These enhancements not only improve efficiency but allow us to offer a more tailored, relevant experience for our affiliates, ultimately improving engagement and performance across the board.
CW: What changes or developments have you observed in the affiliate landscape recently, and how is Betsson adapting?
SJ: The affiliate landscape has become more tech-driven and compliance-focused. We're seeing a surge in AI-powered tools , personalised content, and a stronger emphasis on marketing. At BGA, we’ve embraced these trends by inserting advanced analytics and automation into our strategy while focusing on responsible gaming practices.
CW: Which markets do you currently see as the most exciting or promising, and why?
SJ: Latin America continues to be incredibly exciting for us, with Brazil and Argentina at the forefront. These regions offer strong growth potential due to increasing regulation, mobile penetration, and appetite for online gaming. Europe also remains a solid performer, particularly in markets like Greece, where we have seen great traction.
CW: Are there any emerging markets you believe affiliates should be paying closer attention to?
SJ: Brazil, in particular. With regulation taking shape, it presents a wealth of opportunity for affiliates who can offer culturally relevant and compliant content. We are investing heavily in this region with localised assets and support to help our partners make the most of the opportunity.
CW: Are there any new features, campaigns, or initiatives from Betsson Group Affiliates you’re particularly excited about this year?
SJ: We are especially excited about the launch of our Portuguese-language affiliate site for Brazil, along with enhanced campaign tracking and new promotional tools that are customised by market. These additions not only improve transparency and insights for our partners but also help boost player engagement.
CW: Events like iGB Affiliate, ICE London, SBC Summit, and others draw huge attention — how important are these events for Betsson Group Affiliates? Can we see you soon at any of those events?
SJ: These events are incredibly important to us. They are a great way to stay connected with our partners, launch new initiatives, and keep a pulse on the industry. iGB Affiliate 2025 was a standout experience, and we are looking forward to continuing the momentum at iGB L!VE in London.
We’re especially thrilled to reveal that we’ll be joined by an extraordinary guest at Booth B50 – a former Inter Milan legend, and one of football’s most iconic defenders. To celebrate his exclusive appearance at the event, we’re offering attendees the chance to engage with the football icon through two special experiences:
🖊️ Meet & Greet Session – Day 1 Morning 🎮 Challenge the Legend – Booth B50
But that’s just the beginning of what Betsson Group Affiliates has in store at Booth B50.
CW: What kind of impact do these events have on affiliate relationships and business development?
SJ: Events like these are essential for strengthening partnerships. Face-to-face meetings help build trust, facilitate faster collaboration, and open new business opportunities. They also allow us to gather valuable feedback directly from affiliates, which we then use to refine our approach and tools. The impact is both immediate and long-lasting.
CW: Do you approach these conferences with a specific goal in mind, such as launching initiatives, networking, or gathering insights?
SJ: Absolutely. Every conference we attend is backed by a clear strategy. Whether it is launching region-specific promotions or simply networking with prospective partners, we approach each event with objectives. We also place a big emphasis on listening and gathering insights from affiliates and industry leaders to help shape our roadmap.
CW: And finally, what should affiliates expect from Betsson Group in the near future? Any exciting plans ahead?
SJ: Affiliates can expect continued innovation, more localised support, and powerful new tools to help them succeed. As always, our goal is to help our partners grow sustainably while delivering value and support that sets Betsson Group Affiliates apart.
Looking ahead
Betsson seems to be right at the centre of the iGaming future, and it's future that looks bright . Shakyra and Betsson Group, thank you for this pleasant conversation!
As always, you can trust that CasinoWow will continue to follow all the exciting developments in the market and keep you in the know about everything important. Stay tuned for more exclusive interviews and articles!
by 
May 26, 2025
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