Betsson Strategy 2027: Stefano Tino on Local Growth and Regulatory Pressures

The iGaming landscape in Southern Europe is undergoing a massive transformation, presenting both regulatory and economic hurdles. Stefano Tino, who took over Betsson Group’s operations in the region at the beginning of 2026, emphasizes that there is no simple recipe for expansion. While Betsson operates on an international scale, markets like Italy or Spain require a level of precision that goes beyond merely copying successful concepts. Consumer behavior and competitive dynamics are simply too diverse to be treated uniformly.

The Italian example, in particular, demonstrates the importance of a long-term perspective. Here, Betsson has invested heavily in brand awareness and sports partnerships to build trust. Tino stresses that growth cannot be forced by a single initiative. It is about operational discipline and the ability to adapt quickly to changing conditions without losing sight of the long-term strategic direction. This approach is intended to serve as a foundation for the years leading up to 2027, with execution remaining strictly local.

Numbers and facts

A central pillar of the Italian strategy is the Betsson Sport platform. The company utilizes prominent partnerships, including the top-tier club Inter Milan. These collaborations are viewed not just as tools for customer acquisition, but as strategic investments in brand equity. To measure success, Betsson uses a combination of indicators such as brand awareness, share of voice, and direct traffic. However, Tino warns against attributing every new customer directly to a single sponsorship, as factors like the product itself and the general market environment play a significant role.

In Spain, on the other hand, the focus is on the debate surrounding commercial communications. Local regulators significantly restrict the use of public figures and influencers in gambling advertisements. This forces operators like Betsson to plan their marketing activities fundamentally differently. The costs for compliance, licensing, and taxation are steadily rising, making profitability in regulated markets a real challenge. Efficiency and the prioritization of investments that generate incremental value are therefore at the top of the agenda.

Background

Stefano Tino brings experience from Europe, Africa, and Latin America to his role. He notes that in Southern Europe, local identity, culture, and sporting habits play a paramount role. A standardized international approach is rarely sufficient. Regulatory complexity is high, as authorities increasingly emphasize player protection, responsible gaming, and the prevention of illegal activities. In particular, the reform of the online gaming concession system in Italy requires substantial investments in technology and infrastructure.

„There is no universal formula for growth. The advantage of an international group is the ability to transfer expertise and capabilities across markets, while allowing local teams to determine how best to apply them.“ - Stefano Tino, Managing Director Southern Europe at Betsson Group

For the period leading up to 2027, Betsson plans to further expand data-driven decision-making. Tino sees potential in improving the digital customer experience and building even deeper connections with local communities. The goal is a sustainable business model that combines commercial performance with responsible operations and strong governance. Profitability, according to Tino, cannot be pursued in isolation from customer trust and regulatory compliance.

Why it matters for German players

Although Stefano Tino primarily focuses on Southern Europe, his statements reflect global trends that are also firmly established in Germany through the State Treaty on Gambling 2021 (GlüStV 2021). German players operate in one of the most strictly regulated markets worldwide. The Joint Gambling Authority of the States (GGL) strictly monitors compliance with rules such as the cross-operator deposit limit of 1,000 euros per month and the stake limit of 1 euro per spin for online slots. These measures serve player protection but limit the freedom of operators in product design.

For players, this means they can only play safely with providers on the GGL whitelist. Systems like LUGAS for monitoring limits and OASIS for player exclusion protection are in effect there. Anyone playing at MGA or Curacao casinos in Germany enters an illegal space and waives all legal protection. The trend toward local adaptation described by Tino is also evident here: providers must completely overhaul their platforms technically to meet German requirements. A "universal" casino product practically no longer exists for German customers due to these special rules.

What it means for GGL-licensed casinos

For licensed German casinos, the strategy described by Tino primarily means one thing: high investment requirements with shrinking margins. The costs for connecting to LUGAS and complying with strict advertising guidelines are immense. As Tino emphasizes for Italy and Spain, efficiency is also crucial in Germany. Casinos must learn to remain profitable despite the 1-euro limit and the 5.3% stake tax. This can only be achieved through excellent service and a strong brand that retains players in the long term, rather than attracting them briefly with unrealistic bonus promises.