Fredrik Sidfalk, Henrik Bergquist and Anders Holmgren set up betsson in 2001 but its online presence wasn’t established until May 2002, when the company launched its website in English and Swedish. The company has grown since then and offers its services in 19 different languages and employs 150 people. It is currently attempting to break into the South American market and has a site in Peruvian Spanish to reflect this. In 2008, the company set up the first non-state owned betting shop in Sweden, trying to break the government’s monopoly on gaming by citing EU laws which backed their cause.
As well as having an extensive sportsbook, betsson have also branched out into the worlds of Betting Exchanges, Poker, Casino, Games, Scratchcards and Bingo. Customer loyalty is important to the company, evidenced by the introduction of their Betsson Points loyalty scheme in 2007. They are big advocates on Responsible Gambling.
betsson offers over 4000 sports betting channels, which also include a vast range of In-Play betting opportunities. The site is so slick it is almost a work of art and it is exceptionally easy to navigate. Most major sports are covered, as well as some more niche markets such as Pesapallo, Mixed Martial Arts, Beach Soccer and Speedway. There is also an extensive Business and Politics section, which offers markets outside what the traditional British and Irish bookies offer.
Unlike most bookies, betsson offers an Exchange as well as conventional odds betting. This makes it somewhat unique in the field of online betting as most bookies are either one thing or the other. betsson excels at its Exchange, which offers back/lay betting on most sports, particularly football. Due to the pan-European feel of the site, odds are offered on many of the more obscure European Football leagues, meaning there is considerable choice. Other sports such as Tennis, Rugby and Speedway are also available at the Exchange. Admittedly, the system is identical to betfair, the market leader in this sort of betting, and you don’t bet with other punters but with betsson itself. Despite this, the combination of conventional sportsbook and Exchange betting is a significant draw and betsson do cover some leagues that betfair don’t.
Outside of Football and Tennis, the range of markets on betsson sportsbook is somewhat limited and there is no Horse Racing or Greyhounds covered at all. The odds are also shown in Decimal format and it is not clear how to change them to Fractions. Placing a bet is straightforward and there is an enhanced statistics section to enable the customer to place a wager with more confidence. The marriage of statistical information and graphs works well but there is too much information overload here and you need to disable pop-up blockers to view the page. Many sports are covered in this statistical analysis. betsson also operates a modest Live Score service.
betsson’s In-Play offering is impressive, with a multitude of different sports and betting opportunities available, particularly regarding Football and Tennis. This section is as slick as the rest of the site and again is very easy to use. There is a small clock on the site’s main toolbar which is synchronised to the correct time, which comes in particularly handy during In-Play betting. The Live selections – as well as the most popular betting markets of the day – are also displayed on the main sportsbook page.
Unlike many of their rivals, betsson operates a top-notch Scratchcard section, with many different games to play. This is complemented by their Casino and Games sections, which have a considerable number of different tournaments to play. They also run Poker and Bingo outlets too, and their Mobile Betting service is becoming increasingly popular.
betsson runs a modest news service which focuses more on the company than it does on the big sporting events. Poker and Casino happenings are also covered but you get the impression that this is an afterthought as it’s hidden at the bottom of the About Us page. Their Betsson Sportsbook news service is barely updated once a day and they could do more with this.
betsson offers a wide range of different offers, including money back on your first three non-winning combi bets. They also offer a Refer A Friend service and their ‘The Big 4’ feature, which is prominent on the front page of the site, suggests the best multiple bet of the day.
Sports Betting News July 13, 2010 15:42 |