Betsson partners Greco to strengthen player management

Under the agreement, Betsson will have access to Greco’s gameplay risk engine to facilitate real-time behavioural risk-based segmentation, customer account actions and player communications that Greco said can help prevent high-risk behaviour at first sign.

Betsson’s analytics previously worked with Greco on other projects and the new partnership will extend this relationship to the operator’s wider business.

“We value their advanced and ground-breaking approach to detecting unfavourable player behaviour and developing better strategies on mitigating such risks,” Betsson’s director of analytics Dragica Krsteva said. “We are thrilled to be early adopters of their new technology and we are excited for the future of our partnership with Greco.”

Greco chief executive and co-founder Ozric Vondervelden added: “We are incredibly thrilled to welcome Betsson Group as a partner. Our goal is to determine the behavioural risk and theoretical value of every player under every circumstance. These metrics have the power to reshape the industry. 

“Betsson has a world-class analytics team, and as we continue to develop the Greco platform and sandbox new features, their feedback is going to be invaluable.”

The partnership comes after Betsson earlier this month closed down its formerly Dutch-facing brand Casino Winner, having blocked all customers from the country in 2021.

Betsson operated the brand through its Corona Ltd subsidiary, which controls both the Casino Winner and Loyal Casino businesses. The sites, previously known as Kroon Casino and Oranje Casino properties respectively, are controlled via the MGA-licensed subsidiary Corona.   

Betsson acquired both properties in 2014 “based on the outcome of the anticipated re-regulation in Holland,” from three entrepreneurs for €130m.

However, it would be another seven years before that regulation came into effect.