A key component in Betsson’s strategy has since 2012 been to leverage a multi brand model. I have always said that one of the biggest opportunities for Betsson lies in operationalizing the multi brand model to truly drive growth, organically and through acquisition.
In a market like ours, with strong structural growth, it is likely that more than one strategy works. However, when you execute a strategy that is slightly different from the main stream in the industry you will have to be prepared for questions.
We have always been fact based in our analysis and we have been standing strong in our conviction that our model is the best one for us.
It is therefore interesting for us to see that some of our colleagues in the business are following our lead and are changing their strategy and start to talk about multi brand.