Betsson eyes US entry with B2B betting platform

Malta-based operator Betsson is actively exploring opportunities to enter the US market with its B2B sports betting platform, group CEO Pontus Lindwall told analysts last week.

Answering analysts’ questions during the operator’s Q4 earnings, Lindwall said Betsson had not yet found an opportunity in the US that suited its risk appetite, but the Swedish-listed business was open to joining the market.

“The US is going to become one of the largest markets in the world, if not the largest, so we are looking into that and we have done that actively ever since the market started to open up,” he said.

“Looking into the US, there are not that many suppliers of great products.”

Lindwall said the current product’s user interface was not adapted to the US consumer but the rest of the technology was “in place”.

“This is of course a possibility for us in the future,” he said.

During Q4 19, the firm reported higher personnel costs as it hired new staffers to work on enhancing the B2B platform.

Betsson recently signed its first operator agreement to provide it full platform including trading and risk management services.

The operator last week acquired Gaming Innovation Group’s (GiG) B2C product suite for $33.7m as GiG streamlines its operations and focuses on its B2B business, including expanding its own US footprint.

In its Q4 results mobile accounted for 83% of the group’s overall  sports betting revenues.