Betsson Consolidates UK Business to Focus Only on the Rizk Brand
Eight of Betsson’s nine UK-facing brands are now closed
Three licenses will be returned to the UKGC while Betsson retains one
Betsson wants to use the one brand strategy to increase operating efficiency
The company recently partnered with Scientific Games as it looks to enter the US market in 2021
Single brand focus
Gaming operator Betsson has decided to consolidate its operations by closing eight UK-facing brands. Over the past few years, the company has been reducing its business in the country, including closing its office in the UK and shutting down the NetPlay TV subsidiary almost two years ago. The recent decision was made so the operator can focus solely on its Rizk brand.
Betsson has operated a total of nine brands in the United Kingdom on three platforms and with four licenses. The company’s UK market share has remained small, with revenues only representing 3% of the group’s total.
Focusing on the Rizk brand
With the announcement, Betsson pointed out that recent regulatory changes in the UK require extensive technology e sport bets. These e sport bets, along with compliance requirements, make the market unsuitable for the long-term growth goals of the company.
Betsson’s other sites will immediately shut down
Betsson will now serve the UK market via its Rizk brand only. To do so, the company has withdrawn three of the four licenses it holds with the UKGC. As a result, Betsson’s other sites will immediately shut down. This includes Betsafe UK, CasinoEuro, Jackpot24/7, RaceBets, and SuperCasino.
Betsson is hopeful that the one brand strategy will help increase efficiency and have a positive impact on the way the business contributes to the region. The company also hopes to see resources reallocated to pursue growth in other markets in which it operates.
Scientific Games deal
As Betsson consolidates in the United Kingdom, the brand looks to expand in the United States. In September, the company signed a multi-year deal with Scientific Games to use its Don Best Sports pricing service, an option that operates via Scientific Games’ OpenTrade platform.
Betsson has plans to launch sports betting services in the US in early 2021 with Colorado’s Dostal Alley Casino. The launch is pending regulatory approval and once ready to go, it will use Don Best Sports interface to deliver odds.