Betsson refreshes its flagship brand under ‘Anytime’s Playtime’ tagline


Stockholm-listed European sports betting operator Betsson AB has announced that it has refreshed its 15-year old flagship brand

Presenting the rebrand of Betsson, the operator declared that its founding brand had undertaken a new creative concept under the tagline ‘Anytime’s Playtime’.

Betsson marketing stated that it wanted the rebrand to reflect the company’s dedicated emphasis on consumer fun, engagement and experience. Central to its new brand concept will be Betsson’s focus on appealing to a more mainstream audience, with the operator broadening its appeal to ‘everyday people’.

The flagship brand refresh is the work of international creative agency Leo Burnett, who were appointed as the lead global creative agency for earlier this year.

Betsson ‘Anytime’s Playtime’ will be supported by two new TV Commercials, with the operator further releasing new interactive campaigns and marketing inventory to media partners.

“Modern life is packed with dull situations and crowded trains or buses, with insufficient time for fun,” says Marcin Szpalerski, Global Brand Manager,

“Playtime is that moment in time when people press the pause button of modern life. At Betsson, we empower users to inject that little bit of excitement back into everyday circumstances. We listened to our users talking about their playing habits and preferences and marvel at their creativity. Regardless of what is going on around you, anytime can be made more exciting by playing with Betsson.”

Furthermore to its rebrand announcement, Betsson are hosting a competition across their social media channels, encouraging players to think about fun opportunities taking place at unexpected times.

The operator has created several funny videos as inspiration and customers are asked to upload their own photos or videos to try to win the chance to be featured in future advertising campaigns as well as a host of other prizes. Videos can be viewed and uploaded at

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