Poll: Is Betsson right to pull back its UK investment?

Swedish firm has been unimpressed by ROI on heavy marketing push for its Betsafe brand

Betsson revealed last week it was rowing back on its UK marketing spend and prioritising less saturated market such as Italy and Spain.

The operator’s push into the UK has largely been focused around its Betsafe sportsbook, with the firm spending heavily on partnerships with the likes of Manchester CitySaracens RFCTony Bellew and Conor McGregor.

And the firm thinks that money could be better spent in maturing markets on the continent, with group CEO Pontus Lindwall telling EGR it was not realistic for the operator to try and take a big chunk of the relatively saturated UK market.

“The market is crowded and there are many companies that have been there for years,” he said.

“I don’t have the view that we will be a really big player in the market compared to what we are in the Nordics for example,” Lindwall said.

Of course, having spent so heavily the Betsafe brand will have gained some level of recognition, and pulling back now will see much of that had work wasted.

With that in mind, this week we want to know whether Betsson is right to pull back on its UK investment, or whether having spent so much already it should press ahead?

Betsafe | Betsson

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