Betsson, which celebrates its 60th anniversary this year, is now launching a new global marketing concept entitled “A bet makes a difference”.
This concept reinforces previous messages that stakes are more about building excitement than big wins.
The new commercials, developed mostly in-house, represent the group’s most ambitious production to date and will initially be released in over 10 European and Latin American countries.
The Betsson Group‘s flagship brand has recently achieved significant growth, particularly in Latin America, where it recently became the main sponsor of football club Boca Juniors in Argentina.
Jesper Svensson, CEO of the Betsson Group, explains: “As we expand our presence across multiple markets, we have established an in-house international creative hub.”
“I am very excited to unveil our most ambitious commercial yet, solidifying Betsson as the most exciting brand in the industry,” added Svensson.
The core of this new concept highlights the inherent thrill of betting rather than just focusing on winnings.
Global director analyzes Betsson initiative
According to Kay Höök, Betsson’s Global Brand Director, “While we cannot control the emotion of a match or guarantee wins, we can assure our customers that placing a bet, small or large, will heighten the excitement”.
“While many other betting companies focus on big, quick wins, our emphasis is on valuing the thrill itself and the heightened entertainment that a bet provides,” added Höök.
To underscore this message, the commercials illustrate how a seemingly banal and lackluster match is transformed into an exhilarating experience when one person in the audience places a bet.
The film, directed by award-winning director Rodrigo Saavedra (Immigrant), unfolds against a dramatically charged backdrop and its production is akin to a prominent global lifestyle brand.
Even for a casino, the commercial struggles to highlight the excitement of a bet as a form of entertainment, rather than the more typical focus on winning moments.
Kay Höök continued, “Our goal is to increase the entertainment value and intensify our customers’ excitement. While potential wins remain a possibility, we don’t want the prospect of winning to define our communication.”
“Our message is that when you play responsibly, you enjoy the emotion even if you don’t win.”
