Betsson secures Buenos Aires launch to strengthen LatAm profile

Betsson AB has made another step forward in its Latin American expansion strategy, having secured a licence to offer its casino product in the city and province of Buenos Aires. 

The Nasdaq Stockholm-listed gambling group collaborated with local land-based operator Casino de Victoria, part of Grupo Mautone, in order to initiate the launch. The firm intends to leverage its new partner’s ‘local market expertise’ in combination with its own digital knowledge and technical platform in order to become a local market leader. 

As a result of the licence certification, the company can operate its site for the City of Buenos Aires and for the province, featuring pre-match and in-play sports betting, horse racing, table games and slot titles. 

“The launch in Argentina signifies yet another milestone in LatAm and further strengthens Betsson’s market presence in the region,” remarked Pontus Lindwall, Betsson AB CEO. 

“The license for the Province of Buenos Aires, together with the license for the City of Buenos Aires, cement our position in the region. LatAm is a strategically important region where we are performing well and we have great ambitions for the future in Argentina.”

Expansion in Latin America has been a long-term goal of Betsson, with the company having targeted an enhanced brand presence in Argentina, Colombia and Brazil through local launches and marketing activations. 

The company first launched in the province of Buenos Aires on 6 January. 2022, after obtaining a licence by the Provincial Institute of Lottery and Casinos (IPLyC). Operations in the city followed a little later on on January 17, 2022, via a licence granted by the City Lottery (LOTBA).

Outside of Argentina, Colombian sports betting operator Colbet – the eighth most popular betting brand in the company – is on track to rebrand as Betsson after its acquisition by the Swedish company.

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