Betsson launches flagship eponymous brand in Italy

Betsson Group has launched its flagship Betsson brand in the Italian market to complement its existing StarCasinò operations.

The operator has been operating in Italy for more than 10 years with StarCasinò and will now add its leading sports betting brand to the mix.

Available via Betsson.it, the operator said the launch demonstrated Betsson’s “continued dedication to elevating the Betsson brand and expanding its geographic footprint”.

The expansion of the Betsson brand into Italy comes after the operator detailed in its Q4 2023 report the market had returned all-time high revenue, along with record deposits and turnover.

Ronni Hartvig, Betsson Group chief commercial officer, said: “Italy has grown significantly in importance for Betsson, and we believe this is an opportune moment to introduce our flagship brand, Betsson, to the market.

“By consolidating our operations under the unified Betsson brand, we aim to harness the power of scalability.

“Together with our extensive experience in the region, we aim to position the brand as a leading sports betting operator in the market,” he added.

The launch of the Betsson brand in Italy follows the Stockholm-listed firm’s strategy of sustained market expansion and penetration.

Last month, the company snapped up Dutch-licensed operator Holland Gaming Technology and supplier Holland Power gaming for a combined €27.5m.

That deal will see Betsson return to the Dutch market for the first time since it regulated in October 2021, with the firm having previously withdrawn its bid for a licence, citing “significant delays” in the process.