Betsson's Strategic Expansion: Jesper Svensson on 2026 Goals

Betsson Group is making bold strides in its global expansion by acquiring Rhino Entertainment Group’s Canadian B2C business, alongside some B2B technology assets, for approximately CAD $100 million. CEO Jesper Svensson shared insights into these strategic moves and their implications during an interview ahead of his panel appearance at the SBC Summit in Lisbon.

Betsson's Canadian Ambitions

Svensson highlighted the company’s interest in Canada, pointing out the strategic acquisition as a significant leap forward. "We've always had our eyes on Canada," he stated, emphasizing the efficient growth potential through Rhino Entertainment Group's established team and market traction.

Focus on the Italian Market

Beyond Canada, Betsson is also keen on expanding its presence in Italy. The Italian online casino market was valued at €21.5 billion in 2025, making up 41.4% of Europe's total. Svensson considers Italy a core market for 2026 due to its substantial growth potential despite the competitive landscape.

"Italy is a huge market; there is still a lot of room to keep growing," Svensson noted, highlighting the exceptional growth rate of Betsson compared to the market itself.

Regulatory Challenges and Considerations

However, with opportunities come regulatory challenges. Svensson expressed concerns about potential over-regulation and rising compliance demands in Europe. He cautioned against a possible pan-EU gambling tax unless it replaced existing local taxes, warning that high taxes could drive market channelisation towards the black market.

Regulation is a balancing act, as he explained: "If you keep squeezing the regulated part of the market while allowing the black market to thrive, you risk weakening the side that protects consumers and generates tax revenue."

Market-Specific Growth Strategies

Looking beyond Europe, Svensson pointed out that market-specific strategies are crucial. Latin America and Africa offer rapid online gaming adoption, making them appealing for exploration, but the focus remains on markets with balanced growth opportunities and stable regulations.

Leadership and Future Initiatives

Svensson’s leadership has been synonymous with stability as he marks nearly a decade as CEO. Betsson's recent €40 million share repurchase program highlights its strong financial position. Svensson anticipates rapid technological advances, particularly in AI, will shape future strategies, though he advises applying AI where it genuinely adds value.

Preparations for SBC Summit

At the SBC Summit, topics like AI, regulation, and market expansion will dominate, with Svensson participating on a panel. He values the summit for its strategic discussions, networking opportunities, and practical insights, underscoring its place in his calendar.

In a brief Q&A with SBC News, Svensson identified Latin America as the biggest growth market and emphasized sportsbook as his preferred platform, especially online. He acknowledged over-regulation as a key risk to the industry while naming revenue as a crucial KPI.

The SBC Summit will be held from 29 September to 1 October, 2026, at Feira Internacional de Lisboa & MEO Arena, where Svensson will speak on a high-profile panel.