Betsson develops new front-end tech platform

Betsson Group claims to now offer the world’s largest mobile casino after migrating its flagship Betsson.com brand to the operator’s new front-end technology platform.

The One Betsson Group (OBG) platform acts as a ‘component layer’ that sits between the company’s core Techsson platform and the front-ends of the Group’s 21 B2C brands.

The Betsson.com brand is the first to launch on the platform and with more than 800 games now on the offer, the Stockholm-headquartered firm claims to have the industry’s largest mobile casino product.

“The success of Betsson Group’s multi-brand strategy is dependent on a scalable technology,” Ulrik Bengtsson, CEO and President of Betsson Group, said.

“OBG is taking scalability to the next level as it makes improvement of the user experience more efficient.

“We firmly believe this casino is bringing Betsson.com to the forefront of the industry – and the rest of the Betsson brands are to follow suit.”

Fredrik Axelsson, managing director for Betsson.com, added: “We’re very excited to be able to offer such a diverse range of games on Betsson.com’s mobile casino.

“Betsson Group is well known for leading the field in terms of technology, and this further innovation brings Betsson.com to the absolute forefront of the industry.”

The Betsson.com mobile casino includes a new user interface based on the operator’s recent ‘Anytime’s Playtime’ brand refresh, as well as a range of personalisation and recommendation features.

The new brand concept was unveiled in October and is the work of creative agency Leo Burnett, which was appointed as the lead global creative agency for Betsson.com earlier this year.

Betsson is continuing with its M&A strategy, acquiring horseracing betting operator RaceBets in a deal worth up to €40m.