Betsson: "Argentina is a market we are placing more focus into developing through local talent"

Betsson Group's Commercial Director for Latin America, Andrea Rossi, attended the SBC Summit Americas 2025 and, during the event in Florida, talked to Yogonet about the global operator's prospects in South America, especially regarding its offer for Argentina, Brazil, Peru, and Colombia.

As for Argentina, the executive pointed out that its new offices in Buenos Aires are a reflection of its interest in the regulated market and in developing it through local talent "who know the market very well" and who will help it to improve its position.

What are Betsson's objectives in Latin America, both for this year and for 2026? What are the prospects for opening offices in Buenos Aires?

As you know, Latin America is a very dynamic region, one of the regions in the world that is growing the most in terms of performance, but also in terms of regulations. Argentina was regulated a couple of years ago, and the regulated jurisdictions are increasing. For Betsson, it started with the Province of Buenos Aires, the City of Buenos Aires, and Cordoba was added, but other jurisdictions are opening up. We always have an eye out for the Argentine market.

Regionally, Peru is our main market, where we started operating in 2008. It is our main market together with Colombia, where we have a structure at the operational level, with the hub we have in Bogota. Now, the opening of the office in Buenos Aires is a reflection of our focus on the Argentine market, which we want to develop even more, and where we are going to invest a lot in the country as well.

I understand that this opening in Argentina is important. What projection do you see for the Argentine market?

We see Argentina as a very dynamic market. There are, logically, some challenges that we are improving lately. So, it is a market in which our central business, being a Swedish company, is putting more focus and effort into developing through Argentine talent; localized talent that is familiar with the market and that will help us at a global level to place Betsson in a position of even greater leadership. Our offices are in Buenos Aires.

Regarding emerging markets in gaming, there is Brazil. What is your current position in the Brazilian market?

We, as Betsson, are one of the pioneers in Brazil, in the sense that in 2019 we made an acquisition of Suaposta, the only company licensed to operate horse racing in Brazil. Subsequently, we rebranded to Betsson. So, we had to follow the process that we started in 2019 with the regulation that passed on January 1, 2025.

We applied for the license, we got it, and on April 2, we launched our betsson.bet.br operation. As a result, we opened an office and we are developing, in terms of talent, a local team that will help us penetrate the regulated Brazilian market.

What strategies do you currently use to promote the brand? At the time, the company had bet very heavily on showing the brand from a sporting point of view.

We divide our strategy into three levels. One is showcasing, which is to show the brand at the above-the-line level through activities such as television advertising or mass advertising to attract the attention of users. Then, we do BTL activities, mainly digital, to target conversions of these prospects to our site. And we have a strategy of sponsorships of sports teams, such as Boca Juniors and Racing Club in Argentina, and also through ambassadors. These activities are to improve the level of trust, branding, and conversions, as well as customer experience.