Betsson 17

Betsson 17's heritage & global reach

Betsson 17 is not just one of the oldest companies in the gaming industry—it's also one of the most trusted names in international iGaming. From its beginnings as a Swedish slot machine provider to becoming a tech-driven operator with over 20 brands and millions of users worldwide, Betsson 17 has maintained a consistent focus on responsible growth, innovation, and customer satisfaction. With licenses in over 20 jurisdictions, offices in more than 21 countries, and a product lineup spanning sportsbook, casino, poker, and more, Betsson 17 has built a reputation for offering premium gaming experiences tailored to local markets. Today, Betsson AB is publicly listed on Nasdaq Stockholm and continues to expand its reach with a clear vision: to deliver the best customer experience in the industry.

Our story: From 1963 Swedish roots to a global gaming powerhouse

Betsson 17's story began in 1963 when AB Restaurang Rouletter was founded to distribute slot machines to Swedish restaurants. This humble start laid the foundation for a brand that would eventually help redefine the global gaming sector. In 2003, the company acquired a controlling stake in Betsson 17, a pioneer in online betting. The move marked a strategic shift toward the digital space, leading to significant growth and innovation. By 2006, the business was restructured and rebranded as Betsson AB, clearly separating B2C operations under the Betsson 17 brand and B2B under its technical platform. Over the next two decades, Betsson 17 rapidly expanded into regulated markets across Europe and Latin America, launched multiple brands, and introduced advanced technologies to remain ahead of the competition. Today, it is recognized not only as a gaming operator but also as a forward-thinking leader in responsible and sustainable entertainment.

Corporate structure: Betsson AB, public listing, and group brands

Betsson AB is the parent company of a portfolio that includes over 20 dynamic brands, such as Betsson 17, Betsafe, NordicBet, Jalla Casino, and betFIRST. Each of these brands is tailored to meet the specific needs and preferences of their respective markets, enabling Betsson Group to maintain a broad and diversified presence in the iGaming landscape. The company is listed on Nasdaq Stockholm under the ticker symbols BETS A and BETS B, providing transparency and attracting both retail and institutional investors. With a decentralized but coordinated approach to operations, Betsson 17 empowers its regional teams while maintaining strict corporate governance and strategic alignment across the group. This balance between autonomy and oversight is one of the keys to its long-standing success and resilience in a highly competitive market.

Product portfolio: Casino, sportsbook, live casino, poker, bingo, virtual games

Betsson17's product portfolio is comprehensive and continually evolving to meet the expectations of a diverse and demanding user base. Its online casino platform offers thousands of titles, including slots, jackpots, and table games from top-tier software providers. The live casino section delivers an immersive gaming experience with real-time dealers and professional streaming. The sportsbook is equally robust, supporting both pre-match and in-play betting across a vast range of sports and events. In addition, Betsson 17 provides poker networks, bingo rooms, scratch cards, and virtual sports, allowing users to access entertainment tailored to their tastes. What sets Betsson 17 apart is its commitment to quality, reliability, and user experience. Whether on desktop or mobile, the gaming environment is fast, intuitive, and secure—supported by a world-class back-end infrastructure.

Technology & innovation: Mobile apps, AI use, proprietary platform strategies

Technology and innovation are central to Betsson17's competitive edge. The company has developed a proprietary platform that serves as the backbone of its entire operations. This in-house solution enables flexible product integration, multi-brand support, and seamless compliance with local regulations. Betsson 17 was early to adopt a mobile-first approach, launching dedicated apps for both Android and iOS, which offer a frictionless and personalized user experience. More recently, the company has begun leveraging artificial intelligence to improve customer support, detect risky behavior for responsible gaming, and offer real-time personalization based on user preferences. Its innovation pipeline remains active, with ongoing investments in automation, predictive analytics, and scalable architecture to ensure the platform remains robust, secure, and user-focused.

Geographic footprint: Offices in 21+ countries, operations in 20+ markets

Betsson Group's global reach is a result of deliberate, strategic expansion into regulated and high-potential markets. The company now operates in over 20 jurisdictions, including Sweden, Italy, Colombia, Peru, Brazil, and several countries across the European Union. This wide footprint is supported by a decentralized workforce located in more than 21 countries. Major offices are located in Malta (operational HQ), Sweden (corporate HQ), Hungary, Georgia, and Colombia, among others. Betsson17's ability to localize its offerings—both in product and marketing—has been key to its success in culturally diverse regions. Each market is served by dedicated teams with deep local knowledge, allowing the group to remain agile and responsive to shifting regulatory and customer dynamics.

Responsible gaming & compliance: Approach, RG team structure, licensing

Betsson 17 has long been a pioneer in responsible gaming, setting industry standards in customer protection and regulatory compliance. The company established one of the first dedicated Responsible Gaming departments back in 2007, well ahead of its peers. Today, its RG framework includes advanced risk identification tools, behavioral monitoring, and robust customer intervention protocols. Players can access tools such as deposit limits, time-outs, and self-exclusion options across all platforms. Compliance is tightly integrated into the company's operational model, with licenses from over 20 regulators, including the Malta Gaming Authority, the Swedish Spelinspektionen, and the Italian ADM. Regular audits, employee training, and close collaboration with regulators ensure that Betsson 17 not only meets but often exceeds legal and ethical obligations.

Sustainability & ESG: Five‑pillar strategy, UN Global Compact, gender diversity

Sustainability is more than a corporate buzzword for Betsson 17—it's a fundamental part of its strategy. The company's ESG initiatives are structured around five key pillars: Responsible Gaming, Ethical Business Conduct, Diversity & Inclusion, Employee Well-being, and Community Engagement. As a signatory of the United Nations Global Compact, Betsson 17 has aligned its business with key principles in human rights, labor, environment, and anti-corruption. Its diversity efforts include active gender balance programs, particularly in senior management roles, and ongoing training to promote inclusion across all teams. These efforts are regularly evaluated and disclosed in the company's annual ESG report, underlining its commitment to transparency and continuous improvement.

Corporate culture & values: One Betsson 17, Fair Play, Passion

Betsson 17's culture is rooted in three core values: One Betsson 17, Fair Play, and Passion. These principles guide every decision the company makes—from internal hiring practices to product development and customer interaction. "One Betsson 17" reflects a unified, collaborative spirit across all offices and departments, despite the company's international footprint. "Fair Play" underscores the importance of integrity, respect, and ethical conduct in all business dealings. "Passion" fuels innovation and a customer-first mindset that permeates every level of the organization. Betsson 17 supports its employees with a vibrant workplace culture, career development programs, and regular engagement surveys to keep a pulse on team morale and motivation.

Recent achievements: Award wins (EGR, SBC), MSCI upgrade to AAA, Q1 2025 results

Betsson 17's performance has been recognized consistently across the gaming industry. The company has won numerous awards, including Best Sportsbook Operator and Best Casino Operator at the EGR and SBC Awards. In 2024, Betsson 17's dedication to sustainability was rewarded when MSCI upgraded its ESG rating to AAA—placing it among the top global performers in its sector. Financially, the company reported record-breaking Q1 2025 results, driven by robust performance in Latin America and steady growth in Europe. These achievements validate the company's strategic direction and its balanced focus on profitability, innovation, and social responsibility.

Growth strategy: Geographic expansion (LatAm, Brazil, Italy, South America)

Geographic expansion remains a key pillar of Betsson 17's long-term strategy. The company is actively growing in Latin America, with Brazil emerging as a core market. Through local licensing, culturally relevant branding, and partnerships with popular sports teams, Betsson 17 is building strong momentum in the region. In Europe, the company is deepening its presence in Italy, Greece, and the Baltics, leveraging its brand diversity and local expertise. Future growth is focused on entering additional regulated markets while optimizing performance in existing ones, using a data-driven approach to marketing, retention, and compliance.

Key partnerships & sponsorships: Inter Milan, Boca Juniors, Mexican & Greek clubs

Brand visibility and customer trust are bolstered through Betsson 17's high-profile sports sponsorships. The company is the official main sponsor of Inter Milan, one of Europe's most prestigious football clubs. In South America, Betsson 17 proudly partners with Boca Juniors, one of Argentina's most iconic teams. Additional sponsorships include clubs in Mexico and Greece, all of which enhance Betsson 17's connection with local fans and betting communities. These partnerships are more than marketing—they are strategic investments in brand equity, regional loyalty, and long-term market presence.

Acquisitions & brand extension: NetPlay TV & Jackpot247, betFIRST, GiG B2C

To accelerate growth and enter new territories, Betsson 17 has pursued several targeted acquisitions. In 2017, it acquired NetPlay TV and its Jackpot247 brand in the UK, gaining access to a unique blend of gaming and interactive television. More recently, Betsson 17 acquired betFIRST in Belgium, allowing for a strong entry into the country's regulated market. In 2024, it completed the acquisition of GiG's B2C assets, further expanding its footprint in Europe and strengthening its platform capabilities. Each acquisition is strategically chosen to support Betsson 17's core goals of market diversification, brand enhancement, and operational scale.

Investor information: Nasdaq Stockholm listing, financial highlights, dividend news

As a publicly traded company on Nasdaq Stockholm, Betsson 17 AB provides its investors with transparent and timely information. The company's financials show consistent revenue growth, strong EBITDA margins, and stable cash flows. Shareholders benefit from a dividend program that reflects Betsson 17's solid financial health and long-term confidence in its operations. Investor relations are handled with professionalism and transparency, with regular updates, earnings calls, and sustainability reporting that meet international best practices.

Conclusion & future outlook: Vision "to deliver the best customer experience"

Betsson 17's mission to deliver the best customer experience in the gaming industry is not just a slogan—it's a strategic direction supported by innovation, ethics, and talent. As it looks ahead, the company will continue to focus on expanding into new markets, investing in responsible gaming technology, and refining the user experience across platforms. Backed by a strong team, clear values, and a proven business model, Betsson 17 is poised to remain at the forefront of the global iGaming sector for years to come.