Betsson identifies Italy as a strategic market for 2027
Deals & M&A2 min read
Betsson Group managing director for Southern Europe Stefano Tino said Italy would remain central to the group’s expansion strategy in the region. He said growth in regulated markets would require selective investment, adaptation to national rules and attention to economic sustainability.
Stefano Tino, Managing Director Southern Europe of Betsson Group, said Italy will remain a reference point for the group's expansion strategy in southern Europe. He said growth in regulated markets will call for increasingly selective investment, adaptation to national rules and closer attention to economic sustainability.
Tino named brand building, sports partnerships and operational efficiency as the main tools for dealing with rising competition, regulatory costs and fiscal pressure. He has headed Betsson's southern European activities since the start of 2026. Tino described southern Europe as a region that is not homogeneous, and said the main challenge is balancing a coherent regional strategy with the needs of each market.
According to Tino, growth cannot be driven by a single initiative. In Italy, Betsson has focused on brand awareness, sports partnerships, content production and a continuous presence across several communication channels. The Italian model can offer guidance for other markets but cannot be transferred automatically, the source says.
Tino said the value of sports partnerships should be assessed through several indicators, including media visibility and brand awareness. He said it would be misleading to attribute every new customer or retention improvement to one sponsorship. The source describes the partnership with Inter as one of Betsson's main visibility platforms in Italy.
On regulation, Tino pointed to the reform of Italy's online gambling concession system, which brings a significant transition phase for operators. Operators are expected to make substantial investments in licences, technology, regulatory compliance and operating infrastructure. Tino also cited Spain, where the debate on commercial communications and the use of public figures and influencers in gambling promotion bears directly on marketing planning. Given rising costs, Tino considers greater selectivity in allocating resources indispensable.
Looking to 2027, Betsson intends to focus on consolidating its existing positions and on sustainable, profitable growth. Italy will keep an important role in the group's strategy, according to the source. Tino does not single out one country or initiative as the main driver of future growth.