Betsson opens tech hub in London

Betsson Group has opened a software development office in central London as it seeks to “stay at the forefront” of gaming technology.

The Betsson Applied Digital Technology Centre, located in Holborn, was opened this week by the group CEO Ulrik Bengtsson.

“London has become a European leader in technology innovation and talent,” said Bengtsson. “The Betsson Applied Digital Technology Centre will ensure that Betsson has access to the brightest minds to solve complex problems and above all, innovate.

“The best ideas coupled with opportunities created by big data, machine learning and other exciting technologies will keep Betsson at the forefront of an ever more competitive market”, he added.

The opening of the new office continues a drive to upgrade technology at the Stockholm-listed firm. Last month, Betsson Group completed the migration of its gaming brands onto the company’s mobile-first Techsson platform, in a move the company said would allow innovations to be delivered to all platforms at once.

The new office in the UK also reflects a growing focus on the market, after Betsson sportsbook brand Betsafe launched a “multi-million pound” marketing charm offensive on the UK last month.

Betsson has previously detailed plans to target growth outside of its traditional Nordic markets.