“Sponsorship isn’t just about the logo on the shirt,” Jesper Svensson reveals behind the scenes of Betsson’s strategy

SBC Notícias Brasil spoke with Jesper Svensson , CEO of Betsson Group, about the direction of the global betting industry and Betsson’s strategies to lead the new era of online gaming and betting.

During the SBC Summit, Svensson will be part of the panel “The Gambling World Present and Future,” joined by four other top CEOs in the betting industry, all gathered around a table to discuss the future of the industry: how much regulation is too much regulation? Who is truly responsible for player protection? How are artificial intelligence and Web 3.0 revolutionizing the player experience both online and offline? And where will we be in a decade?

SBC Notícias Brasil: In your view, where should the line be drawn between operator responsibility and regulatory oversight when it comes to player protection? And how is Betsson positioned within that balance?

Jesper Svensson: At Betsson, we believe that sustainable success in our industry depends on shared responsibility between operators and regulators. Operators must lead with integrity, taking a proactive role in protecting players, while regulators ensure there’s a robust and fair framework in place. For us, player protection is embedded in everything we do – from product design to data monitoring – and we continuously evolve our tools and policies to promote responsible gaming. Our vision is to offer the best customer experience in the industry, and that starts with putting the player first.

SBC Notícias Brasil: To you, when does regulation become too much?

Jesper Svensson: Regulation becomes counterproductive when it drives players away from safe, licensed environments towards unregulated alternatives. Effective regulation should strike a balance: enabling operators to compete and innovate responsibly, while ensuring player safety and market integrity. Overly restrictive frameworks, whether through excessive tax burdens or limited product offerings, risk undermining those goals. We support smart regulation that is proportionate, evidence-based, and centred on sustainable long-term outcomes for players and markets alike.

SBC Notícias Brasil: Coming to LATAM, and still talking about regulation, from your perspective as an international operator, how has the Brazil market launch progressed in comparison to other early stage markets you have experience of?

Jesper Svensson: Brazil has long been one of the most anticipated markets in our industry, and we’ve been following its regulatory development for many years. While there were some delays and complexities along the way, we’re pleased to see the new framework taking shape and are now officially live under a local licence.

That said, we’re taking a strategic and measured approach. Brazil will undoubtedly be highly competitive from the outset, with many operators entering aggressively. Our focus is not on chasing a podium position, but on building for the long term by understanding market dynamics, ensuring compliance, and growing sustainably.

Compared to other early-stage markets we’ve entered, such as Argentina and more recently Paraguay, Brazil is larger in scale and presents more moving parts. However, we believe our regional experience, strong brand, and flexible proprietary platform give us a solid foundation. We’re confident in the choices we’re making across marketing, product, and localisation to ensure long-term success.

SBC Notícias Brasil: Where do you see the LATAM market positioned in the next years in comparison to more mature markets, such as the European one?

Jesper Svensson: We see LATAM as one of the most dynamic growth regions globally. In recent years, it has gone from strength to strength and with more countries introducing local licensing frameworks, the region is quickly moving towards regulatory maturity. In markets like Argentina, Peru and now Brazil, we’re seeing player behaviour and expectations increasingly resemble those in Europe. Over the next few years, we believe LATAM will not only close the gap with more mature markets, but also emerge as a centre of innovation, brand building and fan engagement, particularly around football.

SBC Notícias Brasil: Betsson has a long history of sports sponsorships in its key European markets, and now in LATAM as well, such as Argentina. With so many operators also engaging in that in LATAM, how does Betsson ensure its partnerships stand out from the crowd? And what are the long-term outcomes the company expects from sponsorships?

Jesper Svensson: At Betsson, we don’t look at sponsorships as just putting our logo on a shirt. That’s only one element. A successful partnership is built on a broader strategy. It’s about how we activate the deal through digital campaigns, social media, fan engagement, joint content creation and leveraging access to players and clubs. Our goal is always to take the full package and make it work in a way that resonates locally while supporting our global brand.

We’ve had a strong track record with this approach. In the first season of our sponsorship with Inter, the team reached the Champions League final. Likewise, in LATAM, Boca Juniors made the Copa Libertadores final and Racing Club won the Recopa Sudamericana. This kind of visibility early in a partnership clearly amplifies the value of such deals.

When assessing new opportunities, we look beyond surface-level exposure. We use advanced metrics and external agencies to evaluate media quality, placement, and the impact of each activation. Ultimately, these partnerships help us build trust, engage fans, and drive brand preference in a highly competitive space.

For us, it’s not about quick wins. It’s about long-term value – both for Betsson and for the communities and clubs we support. Many of our sports partnerships also include community outreach components, enabling us to connect with local fans beyond the pitch and contribute to the broader ecosystem around the clubs we sponsor.

SBC Notícias Brasil: Still projecting about the future, but in terms of technology, what are the safeguards companies should be aware in the future to avoid unintended consequences when using AI to improve operational efficiency and responsible gaming measures?

Jesper Svensson: AI holds immense promise, and it must be implemented responsibly. At Betsson, we’re conscious of the risks associated with automation and data-driven decision-making.

That’s why we’ve built strong internal governance around the use of AI, particularly in areas like responsible gaming, behavioural monitoring, and fraud prevention. Safeguards include strict data privacy standards, human oversight in critical decisions, and ongoing validation to ensure that AI outputs are accurate and fair. Our approach is always rooted in compliance, transparency and player trust.

SBC Notícias Brasil: What is Betsson doing in order to stay up to date with technologies like Web 3.0?

Jesper Svensson: We stay ahead by embedding innovation into our structure. One example is our dedicated Data and AI Centre of Excellence, which serves as a bridge between technology and business. It enables innovation across the Group by operating Betsson’s real-time data platform, Datasson, and by supporting product teams with scalable AI and analytics solutions.

When it comes to emerging tech like Web 3.0, our teams are actively exploring decentralised data models, smart contract use cases, and digital identity frameworks – all with a view to long-term customer experience and compliance. While adoption in gaming is still early, we’re constantly evaluating where new technologies can genuinely add value, especially in regulated environments.

SBC Notícias Brasil: Finally, as a last question, how are you feeling about being part of the SBC Summit, and what are your expectations about the event?

Jesper Svensson: I’m looking forward to joining the CEO Panel on Tuesday and contributing to what promises to be a thought-provoking discussion on the future of our industry. It’s always refreshing when there’s a mix of CEOs on stage to debate the most pressing topics shaping gambling today. And let’s be honest, right now everyone’s talking about regulation – or over-regulation – as well as the potential of AI and Web 3.0 technologies.

I’d encourage delegates to attend, as panels like these offer a valuable opportunity to hear open, unscripted views from those navigating these challenges day to day. For us as CEOs, it’s a chance to learn from one another, share perspectives, and reflect on where the industry may be heading. Beyond the panel, I’m also looking forward to connecting with partners, regulators, and peers across the event.

Editor’s Note: This interview was conducted by Ana Maria Menezes and first published on SBC Notícias Brasil on 28 July 2025.