Ulrik Bengtsson – Betsson fine tuning casino & betting products for UK expansion

Presenting to investors Betsson AB’s H1 2017 interim report, company CEO Ulrik Bengtsson states that his firm has recovered and further progressed its position from a turbulent 2016 in which the operator faced multiple operational challenges.

Having emphasised product development and strategic acquisitions, Bengtsson states that Betsson has comeback stronger, ‘increasing its market share in the ultra-competitive Scandinavian online gambling market and further expanding its presence within western European betting markets.

Bengtsson reaffirms that Betsson has been able to create a truly diverse business within the online gambling sector, by combining a multi-market / multi-brand strategy with enhanced product developments.

Betsson governance will now implement its strategy within its acquired NetPlay TV assets, as the company seeks aggressive expansion within the lucrative UK betting market.

In the four months since completing its £26 million acquisition of NetPlay TV, Betsson development has streamlined the products and operations of associated brands SuperCasino.com, Vernons and Jackpot24/7.

Running a number of changes, NetPlay TV assets have been merged within Betsson Malta, optimising NetPlay brands CRM capabilities, payment options and customer services.

Furthermore, all NetPlay’s previous supplier contracts are in the process of being renegotiated in order for Betsson to gain ‘optimal margin’ for its UK growth.

A further dynamic for its UK expansion, has seen Betsson launch a full market racing inventory for its BetSafe UK brand. Having launched in ‘in time for Ascot’ Bengtsson and Betsson governance have high ambitions for Betsafe racing detailing that it wants to create a ‘sticky product with better loyalty and less churn’.

Further to adding racing markets, Bengtsson details a major ‘mobile roll-out of its OBG framework’ for its sportsbook brands, which will be implemented by the start of the English Premier League (11 August).

The roll-out will see Betsson development teams add a significant number of improvements across mobile betting devices in terms of speed, user interface and further streamed sports content as the company heads for a decisive August period.

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