A Swedish company offering a wide range of online gambling options, Betsson is the most recent incorporation of an operation that began as a supplier of mechanical slot machines to restaurants in Stockholm in 1963.
A minority share of Net Entertainment acquired in 1998 grew into a full merger by 2000, and three years later the company, at this point named Cherry, bought into Betsson, which at the time owned a gambling licence in the UK. A licence in Malta was added later, and in 2006 the name Betsson was adopted across the entire group. Betsson, listed on the Nordic Stock Exchange, operates in a number of gambling fields, including sports betting, online poker, scratch cards, casino games and bingo, offering odds in more than 20 markets. With hundreds of companies now offering gambling products to players all over the world online, however, competition in this market is extremely vigorous, with different organisations relying on different incentives to attract and retain as many players as possible.