Poll results: Betsson right to pull back on UK marketing spend
Two-thirds of EGR readers back Pontus Lindwall’s decision to reduce Betsson’s UK marketing investment
Two-thirds of EGR readers think Betsson is right to reduce its UK marketing spend to concentrate on gaining market share in other European countries.
The Swedish operator pumped plenty of cash into promoting its brand in the UK in 2017, investing heavily in sponsorships with Manchester City, Saracens rugby club and UFC star Conor McGregor.
Betsafe ambassador Conor McGregor
But Betsson CEO Pontus Lindwall believes that money could be better spent in maturing markets on the continent, having told EGR that it was not realistic for the operator to try and take a big chunk of the relatively saturated UK market.
“The market is crowded and there are many companies that have been there for years,” he said.
“I don’t have the view that we will be a really big player in the market compared to what we are in the Nordics for example,” Lindwall said.
Betsson CEO Pontus Lindwall
Approximately 66% of readers agreed with Lindwall, despite Betsson’s flagship sportsbook brand Betsafe still gaining some traction in the UK.
However, 34% of voters believe that Betsson should continue should continue to attack the UK, perhaps reasoning that so much has already been spent on building brand awareness.