Betsson Continues to Pursue Global Expansion Strategy with Denmark Launch

Betsson, a leading global sports betting brand, has increased its footprint in Denmark after launching another brand. The company has announced that Betsson's name-brand sportsbook will go live in the local market, taking the total number to two.

The betting giant was launched in Sweden and is listed in Stockholm. This launch further proves Betsson's commitment to pursue a global domination strategy. Its flagship brand will coexist with NordicBet Casino in Denmark.

Betsson Group already has a strong presence in the country through NordicBet. This regulated sports betting site already has a two-year sponsorship agreement with the top-flight football division, which promotes itself as the NordicBet Liga.

According to Ronni Hartvig, CCO of Betsson Group, Denmark is always an important market for the betting operator. He said that the company looks to exploit the power of consistency, synergy, and scalability by strengthening its operations under the Betsson umbrella.

"This rebranding approach empowers us to further optimize resources, cultivate a cohesive brand identity, and extend positive impact through diverse marketing initiatives and global partnerships," Hartvig continued.

According to its H1 trading figures, Nasdaq group Betsson's foothold in Denmark has benefited the company. During the year's first half, the business's market revenue from sports betting and casino activities reached an all-time high. Nordic countries, including Denmark and Sweden, generally contributed 22% of the company's total revenue, with Western Europe only contributing 11%.

But despite posting impressive financial numbers, the company's priority is worldwide expansion, explicitly entering new areas. The sports betting site also aims to boost its brand through comprehensive marketing efforts.

In February this year, the company was proud to announce its third iGaming license in Argentina. But in a move that surprised many, the sports betting giant withdrew its Dutch license application, citing significant delays in the approval process. However, Betsson said it may reconsider the decision in the future.