Betsson prioritises localisation in new strategy

Betsson prioritises localisation in new strategy

Thursday, March 15, 2018 Posted by Michael Lawson
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The Stockholm-based firm has also had a change of personnel.

Stockholm-listed online gambling group Betsson AB has restructured its internal divisions and placed a firmer emphasis on developing a market-by-market ‘localisation strategy’.

Reforming its commercial and marketing divisions, Betsson will move away from its existing operational framework, in which specific teams service its multiple subsidiary brands.

Moving forward, the firm will instead develop country-specific teams, with the multi-market operator securing holistic dynamics for its operations and further clarity on its long-term corporate goals.

Following a turbulent 2017, in which Betsson faced a number of increasing costs combined with regulatory impacts, Group CEO Pontus Lindwall has move to implement a number of ‘efficiency measures’, with the aim of converting Betsson into a ‘flatter organisation’.

Further to Betsson developing a localisation-first approach, the Stockholm enterprise announces a number changes to its executive team.

Former Betsson Nordicbet MD Ronni Hartvig will take the leadership role of Group Chief Commercial Officer.

As CCO, Hartvig has been tasked by to redevelop the firm’s marketing and commercial proposition, focusing on developing cost effective and sustainable ‘player acquisition to retention’ programmes.

Hartvig will be supported by Betsson’s senior management appointments of Gary Myers, former Head of API at Ladbrokes, as new Head of Affiliates and former Catena Media search lead Eitan Gorodetsky as new Head of SEO.

Speaking to TotallyGaming.com, Hartvig said: “We are moving into having country teams which provides increased agility. Within those teams, our commercial and marketing colleagues work closely together from a country perspective.  The people in those teams are mainly native speakers of the particular country and can help align us with that we do on customer retention and what we do externally for acquisition and branding purposes.

“You can say that we are giving the country teams more responsibility. The whole idea here is to sharpen the localised teams as they understand the market, the product and what the consumers want. Now they really feel ownership”.

Totally Gaming says: Betsson has established itself as an industry leader, and any decision of this stature will no doubt have been preceded by meticulous risk assessment. Localisation is a method that has served swathes of companies - betting and otherwise - well in the past, and there’s no reason why this instance should be any different.

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