Betsson launches new live casino brand as it refines UK approach
Operator to take more digital-led approach as NetPlay TV contracts expire in the UK
Betsson has launched a new live casino-focused brand into the UK market as the firm continues to refine its UK strategy.
The new brand went live on 17 June, with Betsson rebranding Mr Smith Casino to liveroulette.com.
The brand takes a new direction with the landing page essentially being the live casino lobby.
“If liveroulette.com were a person it would be living, breathing and sleeping live roulette,” said Betsson’s UK managing director Kevin Saliba.
“Slot players can choose to play here but slots will take a back seat and I would probably suggest another brand for players within the group if they want a full slot experience.”
Evolution Gaming is the main provider for the brand and Betsson will start digital marketing campaigns for it next week.
Saliba said a live casino-focused site was a logical decision for the firm given the growth of the vertical and the nature of Betsson’s UK playerbase where lots of players were acquired through NetPlay and its live TV roulette games.
The new liveroulette.com site
The launch of the new brand comes as Betsson is moving away from those TV shows, with its late night ITV contract coming to an end this month.
“We are moving to a digital approach in terms of the channels for acquiring customers and marketing in general,” Saliba said.
“We have in the past pushed sportsbook and casino and now I would say we are focusing much more on casino specifically.”
Saliba also confirmed that Betsson still plans to close its UK office by the end of this year, moving the operations from inside a London TV studio as TV contracts end, back to Malta, in line with the plan to focus on digital.