Betsson unveils new Jalla Casino Pay N Play brand
Jesper Svensson believes operator “has what it takes” to break Pay N Play market as SverigeAutomaten brand is scrapped
Betsson is aiming to become the best Pay N Play casino in Sweden following the launch of its new Jalla Casino brand.
The operator believes the launch of a Pay N Play brand with a wider range of games and a better user experience will allow it to meet the demands of Swedish market consumers.
Jalla Casino is live now in the country after the Malta-based operator switched off its former Swedish-facing SverigeAutomaten product and added Jalla Casino to its Swedish gaming licence.
Betsson currently operates 16 brands globally and Jalla Casino is its first out-and-out Pay N Play offering. Pay N Play accounts for 20% of Sweden’s online gaming market, according to the firm.
CEO Jesper Svensson said Betsson had learned from the competition before deciding to go live: “Pay N Play has seen great success and we have got what it takes to be part of this market,” said Svenson.
“Our long experience in the gaming industry, together with the advantage of having our own technical platform, means that we have every opportunity to create a great customer experience and compete in the segment,” he added.
Jalla Casino works in tandem with payment providers Swish and Trustly.
Betsson last month agreed a €31m deal to purchase Gaming Innovation Group’s B2C-facing brands.