Betsson AB announces joint venture with Big Bola Casino to help drive South American expansion

The Stockholm-listed online gambling group Betsson AB has announced a joint venture with Mexico’s Big Bola Casinos.

This marks the operator’s latest effort to expand its presence across the South American market.

The joint-venture with Big Bola

The joint venture between Betsson and Big Bola will see the Mexican gambling operator carry the new Betsson Mexico sports betting and igaming brand.

The new Betsson Mexico brand will offer customers online casino, live casino and localised sportsbook products with a range of markets and offers.

Big Bola is one of the fourteen federally approved SEGOB gambling operators in Mexico. The operator is also recognised as one of Mexico’s leading gambling businesses.

The Mexican gambling giant operates 20 land-based casinos across the Mexican state provinces of Santa Fe, Veracruz, Puebla, Sinaloa, and Mexico City DF.

Once the deal is finalised, Betsson and Big Bola aim to launch the Betsson Mexico brand by the end of the trading year.

Emilio Quiros, Director of Operations for Big Bola, said: “We are happy that Betsson Group has chosen to partner with us for their operations in Mexico. We believe that our market expertise and their knowledge and experience about online gaming will result in an outstanding product for Mexico.”

Jesper Svensson, CEO of Betsson operations, added: “This is yet another expansion into the LatAm region which we see so much potential in. As we have done in Brazil, Colombia, and the Province of Buenos Aires in Argentina, we are teaming up with a local partner that lives and breathes the local culture.

“We are really excited to start this collaboration with Big Bola as we believe they are well suited to help us understand the market better and ensure that our offering not only fits the Mexican culture but also earns the public’s trust. Our vision is to provide the best customer experience in the industry and I’m confident that we will manage to replicate this success in Mexico too.”

Betsson’s South American expansion

During 2020 trading Betsson AB made significant efforts to expand its presence in South America. 

Following its acquisition of ColBet last year, Betsson launched its new brand Betsson Colombia brand. 

Last year, the operator also established new business ventures for the impending launch of the regulated Brazilian and Buenos Aires provinces igaming markets.

Regarding its efforts to expand its Mexican presence, Betsson has also stated that it has incorporated a goodwill fund for its market duties which will be maintained under the BetssonOne corporate social responsibility trust.

The operator plans to replicate elements from recent market launches in Colombia and Kenya by maintaining safer gambling messaging and operator conduct in Mexico.