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Betsson is celebrating 60 years in this year and has launched a global marketing campaign titled, “A bet can make a difference”. This concept reiterates previous messages that betting is about generating excitement, not big wins. The commercials are Betsson Group’s most ambitious to date, and were developed primarily in-house. They will be rolled out initially in more than 10 European and Latin American nations.
Betsson Group’s flagship brand Betsson has experienced significant growth in recent years, especially in Latin America where it became the primary sponsor of Boca Juniors in Argentina, a legendary football team. Jesper Svensson explains that, as we expand our presence in various markets, we’ve established an internal international creative hub. I am very excited to reveal our most ambitious commercial, which will solidify Betsson’s position as the most exciting company in the industry.
This new concept focuses on the excitement that betting brings, rather than focusing solely on winnings. Kay Hook, Global Director of Brands at Betsson said, “While we cannot control or guarantee the excitement or wins, we are able to assure our customers that placing bets, big or small, will increase the excitement. Many betting companies are focused on quick, big wins. We place more emphasis on the thrill of the bet and the entertainment it provides.
The commercials show how an ordinary match can be transformed into a thrilling and exciting experience by a person in the crowd placing a wager. The film is directed by Rodrigo Saavedra, a multi-award winning director (Immigrant). It unfolds in an emotionally charged setting. The commercial, even for casinos, focuses on the thrill of betting as entertainment rather than the typical focus of winning moments.
Kay Hook continues, “Our aim is to increase the entertainment value for our customers and intensify their excitement. We don’t want to let the possibility of winning define our communication. We want to say that if you gamble responsibly you can still enjoy the thrill even if you lose.
This innovative global marketing concept is a major step forward for Betsson in reshaping industry landscapes and redefining entertainment’s essence through responsible engagement.
