Swedish sense of humour drives Betsson’s Spanish advertising

Swedish sense of humour drives Betsson’s Spanish advertising

Thursday, April 26, 2018 Posted by Luke Massey
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The operator aired its first TV campaign in Spain last Friday

Betsson Group has utilised its strong brand identity and Swedish sense of humour to stand out from the other online gambling commercials in Spain.

‘Betsson. Swedish, but exciting’, a campaign designed to promote the Group’s Betsson.es brand, aired for the first time on Spanish national TV last Friday (20 May).

Set in Sweden, the commercial features a naked character skinny dipping in a frozen lake. The voice-over states: “Bad things happen when you’re bored, that’s why we Swedes have created the world’s most exciting online betting and casino websites.”

Andrea Rossi, Managing Director of Southern Europe and LatAm for Betsson Group, told TotallyGaming.com: “We have leveraged the Betsson Group brand awareness present across Europe and beyond, and its flagship brand Betsson when introducing Betsson.es to our Spanish audience.

“The new TV commercial has been designed to raise curiosity, so our Spanish audience wants to find more about Betsson and its 50 years plus of experience in the entertainment business. 

“We want Spanish citizens to know we are 100% digital and mobile gaming entertainment where the customer experience and security are always kept in focus. Betsson is the big entertainer. It is a fun, exciting and innovative brand.

“We feel that ‘Betsson. Swedish, but exciting’ summarises this well. We hope our audience gets Betsson brand sense of humour. It is not every day that you see a naked Swede on TV!”

Totally Gaming says: TV remains one of the strongest advertising channels in Spain, even though the gambling industry's investment was 18.75% higher in Sweden across 2017, where the outlay was €266 million compared with €224 million in Spain. The online gambling operator entered the Spanish market in March 2017, after acquiring the locally-licensed online gaming operator, Premier Casino.

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