Marketing News

Swedish gaming operator Betsson has launched its first real-money sportsbook and casino app for iOS devices, ahead of the planned roll-out of an Android version.

The Betsson app is now available from Apple’s App Store, expanding the company’s mobile offering after the release of a mobile web product in June this year.

It has been launched under Apple's terms and conditions which allow companies to offer such apps in territories where they are licensed to offer online gambling.

The new app is said to offer users an improved experience while providing new marketing opportunities for Betsson through the use of communication tools such as push notifications, with the company expecting to see an immediate impact on revenues following the launch.

In the company’s first quarter results announced in April, chief executive Magnus Silfverberg estimated that around 8 per cent of group revenues came from mobile, with the majority attributed to mobile sportsbook. The offering garnered SEK397.3m (€45.4m) in amounts wagered, representing 10 per cent of total sportsbook turnover.

Silfverberg said the iOS launch would allow the Betsson brand to “to regain the leading position within mobile development.

“We see that gambling via smartphones is growing rapidly and we are confident that native apps are the form that the customers will choose in the future,” he explained. “Therefore, our subsidiary puts a lot of effort into this kind of development.”

Shares in Betsson AB (Co. Data) (OMX:BETS-B) closed down 1.07 per cent in Stockholm Monday at SEK185.50 per share.