TEAMING UP GAMING MARKET MOBILE CREATIVITY - Betsson AB

–– THE THE ONLINE ONLINE GAMING GAMING MAGAZINE MAGAZINE –– BOARD OF DIRECTORS/senior paths management to successA STRONG MATCHbetsson operates a multi-brand strategy in order to appealto a wide audience and satisfy different client tastes andprofiles. The acquisition of Betsafe in May 2011 added aninnovative, successful and fast-growing brand to the familyof brands.Betsson acquired Betsafe, a Norwegian-founded gamingcompany based on Malta that offers sports betting, casinoand poker to clients in primarily the Nordic countries.The purpose of the acquisition was to further strengthenBetsson’s position in the Nordic region by merging twoprofitable companies, each with a strong brand and aproven ability to gain market share in a highly competitivemarket environment.In many ways, Betsafe mirrors Betsson’s own successfuljourney and rapid growth. Last year, for example, Betsafeincreased its revenues by 119 percent. Combining thestrength of the two brands in slightly different segmentswill add to overall brand family value.Betsafe will be retained as an individual brand for manyreasons. Online game clients appreciate having differentsites to choose between, since they prefer not to put alltheir eggs in one basket. By keeping two distinct brandsthat offer similar types of games and betting, the Betssonfamily of brands secures a larger share of the client’s wallet.In all, the Betsson B2C family of brands makes up for approximately70 percent of the gross profit.Opportunities for synergiesThe acquisition of Betsafe paves the way for synergies inmany areas, while the fact that the two companies sharea similar corporate culture ensures a smooth integrationof Betsafe’s 150 employees into the Betsson organization.Two strong cultures, with common values and goals, havejoined forces with the aim of further developing the businessand eventually becoming one of the largest and mostprofitable players in the market.–016 –