Betsson opens in-house production studio amid strategic marketing pivot
Swedish division switches from mass-market advertising to investment in own digital channels
Betsson’s Swedish division has launched an in-house show production studio in Stockholm as part of its title sponsorship with the Swedish Hockey League (SHL).
The move forms part of an increased marketing investment by the operator as it shifts away from mass-market advertising towards its own social media channels.
However, the firm dismissed suggestions the shift was brought on by increased restrictions in the Swedish market.
Betsson Group Sweden head of marketing Kim Ekelund said: “The increased investment in our own channels and content is actually an opportunity thanks to the Swedish regulation as this opened up social media [marketing] for us as a licensed operator.
“We have also been very successful in producing good content in the past, due to our strong belief in quality.”
One of Betsson’s in-house shows, Fimpens Resa, generated more than five million organic streams.
“Our commitment to hockey through the sponsorship with SHL also gives us the opportunity to talk more directly to the hockey fans,” said Ekelund.
“So, in a way you can say that the studio was a result of the regulation – but from a positive perspective. Building brand awareness and loyalty through our own channels sets new requirements because quality is key if you want to be cost-effective and produce stuff that people enjoy and engage with,” he added.
Betsson will initially use the new state-of-the-art studio to produce a hockey themed show called SHL Playbook.
SHL Playbook will be streamed via YouTube and distributed via the operator’s social media channels. The show, which follows a pundit-based programme model, will feature ex-professional hockey players including Betsson brand ambassador Christian ‘Fimpen’ Eklund.
Pundits will discuss the Swedish Hockey league
Pundits will give their opinion on SHL matches and compete in multiple challenges. The show will also be shown during breaks in SHL matches on Saturdays.
“We’re still working with multiple advertising collaborations, but at the same time, we want to create things ourselves that allow us more freedom as well as the opportunity to be more straightforward about what we really like,” Ekelund explained.
“The new studio is a big investment from our end which we will be using for hockey, as well as other sports and events,” he added.
The SHL Playbook show