SBC News Voice of the Sports Betting Industry
New online casino brand LetsBet.com will be launched in early 2018, seeking to become the most engaging destination for online gambling consumers.
LetsBet.com is brought to market by Malta MGA-licensed enterprise Pioneer Play Ltd, a new online gambling group founded by Michael Pedersen (CEO), former Scandinavian commercial lead for NetEnt, and Stefan Lind, (CMO) former operations lead at LeoVegas AB.
In its mission statement, LetsBet.com states that it wants to create a dynamic proposition for online casino players, combining the best in live streaming, social engagement and player gamification utilities.
Pedersen commented: “Most casino operators are in the same boat, faced with limited ability to differentiate their respective core offering, as the same games are available on more or less all sites. That’s why it’s so important to have the courage to stand for something in terms of unique features and marketing concepts – we can’t all serve the same spaghetti Bolognese in our restaurants!
“We decided from day one that we wanted to be different, go all-in and dare to stand out!”
In its initial market presentation, Stefan Lind boldly states that LetsBet.com will ‘flip the script’ for online casinos in terms of user dynamics. The new casino brand seeks to develop a series of ‘industry firsts’ in order to engage customers.
Plans include ‘daily live broadcasts presented by casino hosts’, a built-in instant messenger function, and gamification rewards seeking to bolster player lifetime values.
Lind said: “When you visit a land-based casino, do you sit down at the empty Blackjack table or the one with one seat left and people having fun? Casino players might not always want to directly speak to other players, but it’s clear that they often like to interact with the casino staff and enjoy the indirect presence of other players; that’s what we are trying to replicate using the latest technology.”
Pedersen and Lind detail that LetsBet.com will initially launch its services for Scandinavian markets, with the brand seeking further European momentum in its growth ambitions.
Letsbet.com is launching through the Together Gaming (BetHard Group) platform, which holds an MGA license. Players will have access to all the premium game titles from providers such as NetEnt, Microgaming, Yggdrasil and Quickspin.
