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Betsson has successfully launched its flagship brand in the Italian online gambling market.

Previously, the operator was only live in Italy via StarCasinò. StarCasinò will remain live in the country alongside the newly launched Betsson brand.

Betsson.it will feature both sportsbook and online casino.

The operator said the move aligns with its strategy to position Betsson as “a preeminent global brand” within the industry.

The Betsson brand has experienced significant geographic expansion recently, particularly in Latam.

The company has struck lucrative sponsorship deals with leading football teams, including Boca Juniors and Racing Club in Argentina, and Atlético Nacional in Colombia.

Equally, StarCasino.Sport in Italy is recognised for its support of various football clubs, including Napoli, Roma, Torino, Sassuolo and Palermo.

Betsson has signed information and entertainment partnerships with clubs in Italy as gambling advertising has been banned in the country since 2018.

Betsson Group CCO Ronni Hartvig said: “Italy has grown significantly in importance for Betsson, and we believe this is an opportune moment to introduce our flagship brand, Betsson, to the market.

“By consolidating our operations under the unified Betsson brand, we aim to harness the power of scalability.

“And together with our extensive experience in the region, we aim to position the brand as a leading sports betting operator in the market,” he added.

Betsson’s Italian business reported all-time high revenue in Q4 2023 driven by casino and high activity in the market, where both deposits and turnover were the highest ever.

Italy sits within the Western Europe segment, where Q4 revenue climbed 62% to €41.7m.

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