Betsson Group

Betsson has been part of the gambling industry for over six decades, and their roots date back to 1963. What began in the Scandinavian market has since developed into an international online casino and sports betting brand. Today, their operations span Europe, Latin America, and other regulated markets.

At the top of the corporate structure is Betsson AB (PUDL), a Swedish public company that's listed on Nasdaq Stockholm. Its role is primarily to manage investments, group strategy, governance, and acquisitions. It is important to note that the gambling websites themselves are operated by subsidiaries, the majority of which are based in Malta.

Pontus Lindwall is currently the president and CEO of Betsson AB, while Jesper Svensson leads the operational business. The group's operational headquarters are in Ta' Xbiex, Malta.

In 2025, Betsson reported revenue totalling €1.197 billion, with casino gaming making up a significant 72.5% of this. Sports betting accounted for 27%. Alongside its consumer-facing brands, the group also develops its own sportsbook and technology platform, which can be supplied to other gambling operators.

In 2025, Betsson acquired licences in Brazil and Paraguay, and in August 2026 they acquired Rhino Entertainment’s Canadian operations. They also rebranded their Belgian betFIRST business to Betsson in October 2026.

Betsson Group isn't a single licensed casino operator, and instead, its international business is split between a number of different legal entities which themselves hold authorisations in different markets. A Betsson-branded casino in Sweden, for example, doesn't necessarily operate under the same company or licence as a Betsson site that accepts players in another part of the world.

One of Betsson’s core licence holders is BML Group Limited. They hold a licence from the Malta Gaming Authority (MGA): MGA/CRP/108/2004. The authorisation covers B2C gambling services, including casino games and fixed-odds betting.

In their 2025 annual report, Betsson revealed they hold gaming licences in 24 countries including Sweden, Malta, Denmark, Italy, Spain, Greece, Belgium, Ontario in Canada, Brazil and Peru.

Betsson is the group's flagship international brand, but it’s far from being the only one in their portfolio. Over the years, the business has acquired and developed casino and betting sites that target different countries and customer groups.

Some of their brands - Betsson, Betsafe, and NordicBet, for example - offer both casino games and sports betting, while others are more specialised. Racebets focuses primarily on horse racing, while Rizk and StarCasino and casino-first brands.

Brands identified in official group disclosures:

• Betsson - Casino and sportsbook - Global flagship brand
• Betsafe - Casino and sportsbook - Group brand
• NordicBet - Casino and sportsbook - Group brand
• StarCasino - Online casino - Group brand
• Rizk - Online casino - Group brand
• Racebets - Horse racing betting - Group brand
• Inkabet - Casino and sportsbook - Latin American brand
• Jalla Casino - Online casino - Group brand

The above list of brands is not intended to be an exhaustive list, but these are Betsson’s main ones, as published in their official portfolio.

Betsson's size and international reach bring it under the supervision of several gambling regulators. Its subsidiaries have faced regulatory investigations, financial penalties and court proceedings, particularly in Sweden.

Swedish AML penalty - 2025–2026

In May 2025, Sweden's gambling regulator, Spelinspektionen, issued Betsson Nordic Ltd with a formal warning and a SEK 6.5 million penalty for deficiencies in its anti-money-laundering procedures.

The regulator found that the company had failed to obtain sufficient information about certain customers' sources of funds. Without that information, Betsson Nordic could not adequately assess whether their transactions presented money-laundering risks.

Betsson Nordic challenged the decision, but the Administrative Court rejected its appeal on 2 July 2026, agreeing with the regulator's findings. The company subsequently appealed to the Administrative Court of Appeal, meaning the proceedings had not reached a final outcome when this profile was checked.

Swedish Supreme Court judgment - 2025

A separate case reached Sweden's Supreme Court in July 2025. It concerned BML Group Limited and a customer who had gambled extensively between 2009 and 2014.

The Court found that the operator had access to information demonstrating serious gambling problems, yet continued directing intrusive marketing and bonuses towards the customer. It ruled that the relevant gambling agreements could not be enforced and ordered BML Group to repay just over €500,000.

This was a civil repayment judgment rather than a regulatory fine. Betsson acknowledged the ruling but said it concerned specific circumstances and was not expected to have wider financial consequences for the group.

Earlier Swedish regulatory decisions

Betsson Nordic also received a regulatory remark in November 2021 they were found to be offering sports betting markets that concerned rule-breaking in a football match.