Betsson completes single platform migration process
Multi-brand operator says one platform approach will boost innovation and reduce costs
The Betsson Group has completed the migration of its gaming brands onto the company’s mobile-first Techsson platform.
Around 90% of the operator’s sites had already been transitioned onto the platform, including the main Betsson brand and the UK-facing Betsafe, but the last push saw Casinoeuro, Oranjecasino, Eurocasino, Sverigeautomaten and Norgesautomaten also switched across.
“This means 100% of our revenues now come from Techsson,” the firm said in a statement.
Recently installed Betsson Group CEO Ulrik Bengtsson told EGR the one platform approach would see a more efficient allocation of resources in the future.
“It means that all our innovation becomes available for all our brands at the same time further improving the customer experiences,” Bengtsson said.
“But more importantly this will give us scale to handle potential future increases in costs (like investment in marketing or taxes) as costs per active user will go down.”
The one platform approach offers a variety of other benefits, Betsson said, including a transferable wallet, better mobile functionality and the ability to cross-sell customers.
The Betsson Group’s full year financial results, released in February, saw mobile revenue double year-on-year to SEK373.3m (?30.6m), with company executives attributing the jump to the Techsson platform migration.
It has been a busy week for the Swedish gaming company after the firm’s CMO left to become chief executive at an investment company, while its sportsbook brand Betsafe is preparing to launch a “multi-million pound” charm offensive on the UK market after appointing marketing consultancy Rocket to manage the media planning and buying for the upcoming campaign.