Colorado launch puts Betsson ‘in control of their own destiny’

Launching its Betsafe mobile sportsbook app in the US state of Colorado last March, Betsson has continued to strengthen its US expansion. 

During the SBC Summit North America, Betsson’s Account Director Lance Agostino, and Managing Director for North America Marina Bogard, discussed the online gambling firm’s launch in Colorado. 

The duo emphasised what it means from the B2B and consumer sides for the company, whilst also delving into future plans for the remainder of this year and into 2023. 

Agostino stated: “Fast forward to 2020, the company was continuing to monitor the US, watching the costs and the operational structures to be competitive, and made a determination that B2B was the primary goal of being able to commercialise resources and assets. 

“Colorado really meant we were able to control our own destiny, getting into the US market and not being able to rely on third party operators – play in our own sandbox. We plan to use the exact same model to other B2B partners.”

Bogard explained at a consumer level, Betsson identified that more players were coming to Colorado and saw potential within the market. 

Not being one of the first online gambling operators to launch in the state gave Betsson ‘a lot of insight’ according to Bogard, who went on to describe the Swedish firm’s focus on delivering the best user experience by learning what the consumer wants through other operators work in the state. 

She also goes into detail why Colorado was such an appealing market: “Colorado is unique in its profile and demographic. It’s about 33% and is certainly is a market that is underserved from a sports betting perspective. It’s about 50/50 from a gender perspective, it’s highly educated and high income, it fits that sweet spot but also has all the major sports links… Everyone loves all their sports in Colorado. 

“It really gives us an opportunity to leverage that ecosystem and grow the market.”

Agostino also had time to divulge some of Betsson’s plans for the rest of the year and into 2023. The Betsson director says that the company is focusing on a retail solution “within the next year” to know how important retail is to regional operators. 

Agostino also reveals the operator’s ambitions to develop more information on its APIs, eyes on new emerging partnerships, and expand its offering of “robust bonuses and feature sets” for its sportsbook.