SiGMA Magazine: How does localisation drive sustainable growth in global gaming markets?
Ronni Hartvig, CCO and CMO of Betsson, is the focus of a feature in issue 38 of SiGMA Magazine, where he speaks about the realities of global expansion, responsible gaming and the power of deep localisation. The article explores how Betsson has evolved into a global brand by prioritising local market understanding, building trust with regulators and embedding responsibility into its core operations.
The full feature that follows examines how localisation, technology and strategic partnerships combine to create sustainable growth, highlighting why long-term success depends on balancing global scale with genuine local relevance.
Local reality
Over the past decade, Betsson has evolved from a strong Nordic operator to a global brand navigating multiple local licences and regulatory frameworks. Ronni Hartvig, the company’s Chief Commercial and Marketing Officer, describes a leadership philosophy that has matured alongside this expansion.
“Over the years, my leadership style has become a bit less about ‘launch energy’ and a lot more about building a repeatable playbook, one that still respects that every market is different,” Hartvig says. He emphasises that entering a market is only the beginning, “The hard part is not entering a market, it is earning the right to stay there and grow sustainably.”
At the heart of Betsson’s approach is an unwavering focus on local realities. “The guiding principle I rely on most is simple: start with local reality, not with our assumptions. That means understanding the player, the culture, and the regulator’s expectations before scaling the business.” Speed matters, but precision matters more. “Our technology and brands give us speed, but in new markets I would always rather be right than be first. Sustainable growth comes from doing things the right way, from day one.”
This philosophy underpins Betsson’s success across Latin America, Europe and globally. “If there is one lesson I would underline, it is that localisation is not a marketing layer, it is the operating model. A deep understanding of local markets shapes everything we do because it directly influences product fit, customer retention and trust.”
Designed for responsibility
Hartvig views commercial ambition and responsibility as inseparable. “In regulated markets especially, the strongest commercial position is built on trust, with players, regulators and partners. If you want to build customer relationships that last for years, not weeks, you have to ensure that gaming remains safe, fair and enjoyable.”
This ethos is embedded into Betsson’s business framework. “Responsible gaming and compliance are built directly into our operating model. We provide customers with clear control tools and actively monitor behaviour using a combination of automated systems and trained teams, supported by predictive technology.” On the compliance side, the company operates with rigorous AML processes, transaction monitoring, continuous screening and strong integrity frameworks.
Hartvig emphasises that regulation, when balanced, benefits everyone, “When regulation supports channelisation towards the regulated market, it benefits players, regulators and responsible operators alike.”
Engagement outside the boardroom
Conferences and industry events are another way Betsson strengthens its approach to global markets. Speaking at the SiGMA summit in Rome last year, Hartvig highlighted the unique value of connecting with a diverse, international audience.
“Events like SiGMA matter because our industry is evolving quickly and becoming more complex. Conferences bring the entire ecosystem together, operators, suppliers, regulators and innovators, creating a real-time exchange of ideas about what is working, what is not, and where the industry is heading,” he says.
Hartvig adds that listening across markets is critical. “Global scale only works when it is paired with genuine local relevance. You only build that understanding by listening to a wide range of voices across markets.”
Partnerships with purpose
Betsson’s commercial strategy also extends into sponsorships and partnerships that deliver real impact. “We assess sponsorships like any other major investment, looking at strategic fit, local relevance, compliance and measurable impact,” Hartvig explains.
He highlighted a campaign with Boca Juniors in Argentina, which featured players such as Edinson Cavani promoting responsible play. “For us, that is exactly how a partnership should work, using the influence of sport not just to build brand visibility, but also to promote safer and more responsible play.”
The emphasis is on long-term brand trust rather than short-term attention. “Ultimately, the impact we care about most is sustained brand trust and long-term customer relationships, not just short-term reach.”
Technology meeting strategy
Hartvig sees technological advancement as the next major growth lever. “One of the biggest opportunities for the industry is the rapid development of technology, particularly around AI and data capabilities. These tools are already transforming how companies personalise the customer experience, optimise marketing and improve product innovation.”
He notes that AI, when deployed responsibly, strengthens both player experience and operational efficiency, “AI allows us to deliver more relevant content and offers to players while also strengthening areas such as player protection and operational efficiency.”
Yet complexity and competition are increasing. “Customer acquisition costs are rising across many markets, and companies need to differentiate themselves through strong brands, better products and deeper customer engagement rather than simply increasing marketing spend.”
Betsson’s answer is a combination of proprietary technology and local execution. “We continue to invest in proprietary platforms, data capabilities and customer experience so we can scale efficiently across markets while still delivering locally relevant products and content.” The companies that will thrive are those combining technology, responsible operations and a strong global brand with genuine local relevance.
For more expert insights like this, stay tuned for the next issue of SiGMA Magazine, where industry leaders continue to explore the strategies shaping the future of global gaming.
