Mission Statement, Vision, & Core Values (2026) of Betsson AB.

From its roots in 1963 to becoming a global online gaming leader, Betsson AB operates more than 20 brands-including Betsson, Betsafe, NordicBet and CasinoEuro-delivering casino, poker, bingo, sports betting and scratch cards to a worldwide audience while running offices in 18 locations and holding licenses across 22 jurisdictions; with a 2024 revenue of €1,106.6 million the company pairs customer-centric ambition-aiming to deliver the best customer experience through AI and machine learning-with a mission centered on sustainable growth, operational excellence and responsible gaming, and a values-led culture defined by One Betsson, Passion and Fair Play that is reinforced by a diverse workforce representing over 60 nationalities and tangible commitments to social and environmental responsibility.

Betsson AB (0A37.L) Intro

• Founded: 1963
• Headquarters: Stockholm, Sweden
• Brands: >20 (Betsson, Betsafe, NordicBet, CasinoEuro, etc.)
• Products: Casino, Poker, Bingo, Sports Betting, Scratch Cards
• Geographical footprint: Offices in 18 locations
• Regulation: Licences in 22 jurisdictions
• Workforce diversity: Employees representing >60 nationalities
• 2024 revenue: €1,106.6 million

Mission

• Provide safe, entertaining and trustworthy online gaming experiences across regulated markets.
• Deliver best-in-class product quality through continuous technological innovation.
• Create long-term value for customers, employees and shareholders by operating responsibly and transparently.

Vision

• To be the most trusted and preferred online gaming operator in the markets where Betsson is present.
• To lead the industry in responsible gaming, regulatory compliance and customer protection.
• To leverage data and technology to personalise experiences and drive sustainable growth.

Core Values

• Customer focus - prioritise player safety, fairness and service quality across all touchpoints.
• Integrity - comply with regulations, maintain transparent governance and ethical conduct.
• Innovation - invest in product development, platform resilience and data-driven decision making.
• Accountability - measure performance, manage risk and deliver on strategic commitments.
• Diversity & inclusion - foster a multicultural workforce (over 60 nationalities) to drive creativity and better outcomes.
• Responsible gaming - implement tools, policies and partnerships to minimise harm and promote safer play.

Betsson AB (0A37.L) Overview

Betsson AB (0A37.L) positions itself as a long-term, leading online gaming company with a mission centered on sustainable growth, market leadership and a safe, responsible customer experience. The company's strategic priorities translate into operational targets, product innovation and a strong compliance posture across regulated markets.

• Mission focus: long-term market leadership through sustainable growth and operational excellence.
• Customer promise: safe, secure and entertaining gaming experiences with personalized services to drive satisfaction and loyalty.
• Innovation & product: continuous investment in cutting-edge gaming products, UX improvements and data-driven personalization.
• Responsible gaming: integrated player protection measures, tools for risk mitigation and adherence to strict regulatory standards.

Core elements of Betsson AB's mission and values manifest in measurable business outcomes and investments across products, compliance and customer protection.

Operational excellence and customer-centricity are embedded in Betsson AB's daily work through measurable initiatives:

• Product and tech investments: significant R&D spend to deploy new games, mobile-first experiences and personalization engines.
• Regulatory & compliance spend: resources allocated to licensing, AML/KYC, and country-specific regulatory compliance.
• Responsible gaming programs: age verification, deposit limits, time-outs, self-exclusion and proactive behavioral monitoring.

Selected operational KPIs tied to mission delivery:

Tangible commitments to responsible gaming and sustainability are reflected in governance and reporting structures: dedicated compliance teams, continuous monitoring, and public disclosures aligned with investor expectations and regulatory requirements.

For a deeper dive into the company's history, ownership and how it makes money, see: Betsson AB: History, Ownership, Mission, How It Works & Makes Money

Betsson AB (0A37.L) - Mission Statement

• Customer-centricity: personalized, engaging gaming experiences to increase retention and lifetime value.
• Technology leadership: integrate AI and machine learning for personalization, fraud detection, odds/pricing optimization and operational efficiencies.
• Responsible gaming: embed player safety and wellbeing across product design, communication and tooling.
• Geographic expansion: focus on regulated markets with favorable frameworks while optimising presence in core Nordic and European markets.
• Sustainable growth: outgrow market through innovation, disciplined capital allocation and strong operational execution.

• Best customer experience: streamline UX across web and mobile, shorten time-to-play and increase relevance via AI-driven recommendations.
• AI & data: leverage machine learning for customer segmentation, lifetime value modelling, real‑time risk scoring and dynamic product offers.
• Regulatory-first market entry: prioritise jurisdictions with clear licensing, robust AML/KYC and consumer-protection regimes.
• Responsible play as KPI: measure and reduce harms via proactive interventions, self-exclusion tools and behavioural monitoring.
• Scalable product platform: invest in modular tech stacks to accelerate product launches and cost-efficient scaling.

• AI-first product roadmap: deploy recommender systems, personalised promos and adaptive UX to lift conversion and retention.
• Compliance & safer gambling: expand customer-facing safety tools, increase spend on compliance personnel and enhance transaction monitoring.
• Selective M&A and partnerships: acquire local brands or tech capabilities to accelerate entry into attractive regulated markets.
• Operational excellence: centralise shared services, automate manual processes and pursue margin improvement to fund growth.

Betsson AB (0A37.L) - Vision Statement

• One Betsson: a unified, collaborative organization designed to scale product innovation and market execution across all jurisdictions.
• Passion: relentless focus on product quality, player experience and commercial excellence to drive organic growth.
• Fair Play: embedding integrity, player protection and regulatory compliance at the core of every decision.

• One Betsson - cross-functional squads: goal to increase cross-sell and reduce time-to-market for new products by measured KPIs (e.g., conversion uplift, feature release cadence).
• Passion - R&D and product investment: share of revenue allocated to product and tech R&D to keep pace with market-leading UX and content delivery.
• Fair Play - player protection KPIs: responsible gaming platform coverage, age-verification compliance rates and deposit-limit adoption tracked and reported.

• Growth with discipline: Vision-driven allocation of capital aims to balance product investment and margin improvement to deliver sustainable shareholder returns.
• Risk management: Fair Play and compliance reduce regulatory tail risk in key markets, improving revenue predictability.
• ESG integration: measurable social responsibility and environmental targets increasingly factor into institutional investor decisions.