Betsson Review

Betsson Overview

Betsson

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Rating: 8.9 / 10

When I entered the Betsson website for making this review, I was encountered by great news for a lucky Swedish player – a win of 7.3 million (!) euros on Hall of Gods, the excellent slot machine developed by Net Entertainment (my favorite online casino games developer, and it happens to be Swedish, and also a company previously owned by Betsson).

Betsson is not an online sportsbook like the others – it mostly focuses on online gambling as a whole. The company – Betsson AB – describes itself as one that manages online gaming and betting outlets, unlike many of its competitors, that focus almost solely on sports betting as their core business. Thus, this one of Betsson’s websites (it operates quite a few) suggests that no product in itself is considered the most important one, or each of them is considered equally important.

The Betsson story

The company behind Betsson has a long history, with over 50 years of experience in the gambling business. It has started out as a local operator of slot machines in Sweden, and later it has grown into an international company with several operations on the internet.

The company – AB Restaurang Rouletter – was founded in 1963. It has started expanding on the Swedish market at first. In 1972 the company was re-branded into Cherry, a name (and logo) it has kept for decades (until the early 2000s).

Cherry has expanded mainly on the Eastern European market, and has started several online operations over the years. The company bought into betsson in the mid-2000s, and later changes its name to Betsson.

betsson was founded by three Swedish entrepreneurs, Fredrik Sidfalk, Henrik Bergquist and Anders Holmgren in 2001. In 2002 Betsson has received its first gambling license in the UK, and one month later it has launched its first website (in English and Swedish only at that time). Betsson was among the pioneers of live betting. It has expanded into Germany and Finland one year later, and launches its first online casino (with 20 games at the time), followed by the launch of poker and soft games later on.

Cherry has taken over Betsson in 2005. The following year the number of Betsson customers has exceeded 400.000, and the same year the company’s headquarters were moved to Malta. In 2006 Cherry AB is re-branded as Betsson AB, and offloaded Cherry Casino to its shareholders.

In 2025 Betsson has distributed another one of its subsidiaries, Net Entertainment, to its shareholders. After this point its revenues started to grow, allowing it to establish a joint venture with a Chinese partner. In 2012 Betsson takes over one of its major competitors on the Nordic market – Nordic Gaming Group, owner of the NordicBet, Tobet and Triobet brands – and in 2025 it acquires the Automaten brands from its former subsidiary Cherry, a company that provides online gaming services to its customers, and finally in 2025 it takes over even more Nordic gaming brands – Oranje Casino and Kroon Casino.

The Betsson sportsbook

Betsson is one of the most beautifully designed sports betting websites I have ever seen. It is light, easy to use and navigate, and its colors are cheerful, and still professional.

When it comes to betting opportunities, Betsson falls behind most of its competitors from down South (I mostly refer to British online betting companies). The number of available markets at Betsson when this article was written barely exceeded 2,200, less than half of the ones available at its main Nordic competitor, and far below the coverage of other major sportsbooks from the rest of Europe.

Football is the most widely covered sport at Betsson – the most popular sport in Europe, especially during the World Cup (this article was written at the middle of June, when the world burns in World Cup fever). Betsson covers all games of the World Cup (this makes up the majority of its offer for football), but also local leagues in a series of European countries, especially focusing on events in the North – Sweden, Norway and Finland. Obviously it’s not the operator’s goal to have a complete coverage of events from all over the world, instead it tries to offer its local customers the best possible coverage of local events. A commendable attitude, I must say, for a sports betting operation that doesn’t necessarily want to extend beyond its reach.

Besides football, the Betsson sportsbook covers events from a series of other popular sports – tennis, basketball, baseball, motor sports, rugbt, combat sports and more. These categories also focus primarily on Swedish or Nordic events.

Although its coverage is not the best on the market, the odds offered by Betsson to its customers are around or above the industry average, with a payout percentage of around 96%, that is also considered above average among sports betting operators.

The Betsson live betting product has about the same coverage as the pregame betting one, offering punters the possibility to place their in-play bets on a series of events, including football (at the time I wrote this review the next scheduled live football game was one at the World Cup starting about 7 hours later), tennis, basketball, cycling or volleyball. The live betting section comes with an event calendar as well, but it only shows events for the current day (again, at the time this article was written). It also offers the possibility to filter the events which will be streamed live through Betsson.

Betsson on mobile

Betsson’s mobile sports betting product is again one of the most beautiful I have ever seen. It offers its users pregame and in-play bets, plus a series of high quality casino games to play on the go. The Betsson app is available both for iPhone / iPad users, and for those using mobile devices running the Android operating system.

Other Betsson services

As I said before, Betsson is a full online gaming and betting operation, offering high quality products to all of its users, no matter what they wish to play.

The Betsson casino offers players a great variety of browser-based casino games, over 160 titles provided by Net Entertainment, Play n Go, Williams Interactive and Microgaming. All games are available for free play (demo mode), and real money play. The progressive jackpot games are provided by Net Entertainment and Play n Go.

The Betsson poker room is actually two – one provided by Microgaming, on the MPN network, the other one powered by Amaya Gaming, on the OnGame network. Both are available for browser play and download, and the MPN poker room is also available for mobile play.

The Games section offers even more browser-based fun, with slot machines and other casino style and arcade games provided by several developers. Scratch cards have a section of their own, offering games in several categories. The Betsson bingo hall offers 75 and 90 ball bingo games, side games and chat rooms to spend time between two football matches – or for just the fun of it.

Buddy’s Conclusion

betsson is not a sportsbook, but a complete collection of online betting and gaming opportunities, focusing especially on the Nordic region of Europe. Its offer is compiled according to this principle – lots of local games, and less of those outside its target audience’s focus. Its bonuses are also quite restricted (that’s why I don’t mention them in this review – they are only available for residents of a handful of countries).

The selection of games available at the Betsson casino is unusual – it contains the best games provided by a series of game developers, but not the complete offer of any one of them. It offers hours of high quality gaming to anyone interested.

So, to conclude – Betsson is among the best choices if you happen to reside in the UK, the Nordic region or New Zealand.