Betsson selects LeanConvert to lead marketing ROI disciplines

Betsson AB has appointed LeanConvert to serve as lead digital optimisation and conversion agency across its international portfolio of +20 brands.

The specialist UX and UI agency will undertake a review of Betsson’s individual brand strategies with regards to their onsite user conversion rates and optimisation capabilities.

The partnership will see Betsson marketing and web development teams supported by LeanConvert methodologies, martech tools and experts, providing deeper data and actionable insights to enhance Betsson’s marketing campaigns and results.

Ciara Nic Liam, Commercial Director of Gaming at Betsson Group, underscored the importance of LeanConvert providing ‘professional ROI oversight’ as the igaming group expanded its portfolio across new markets.

“2020 has been relatively challenging for most businesses, and the issues brought about by the global pandemic and reacting to them has driven a phenomenal amount of innovative thinking throughout the group and the industry as a whole,” Nic Liam stated.

“Partnering with LeanConvert to investigate and better our strategic processes and offering, as well as our overall customer experience through their unique technologies and expertise will not only strengthen our market position but ultimately make Betsson even more robust for the future.”

London-based LeanConvert continues to expand its presence and services within the betting and igaming sector, having recently been appointed as lead optimisation agency of pan-European igaming group Kaizen Gaming.

Betsson Group really has stood out as a company that prioritises digital innovation. We’re excited to work with a team that’s constantly looking to better understand their players and thus create more meaningful and engaging experiences for them,” said Tim Axon, Managing Director of LeanConvert.

“Now is a crucial time for taking things a step further than digital transformation. We’re going to ramp up Betsson’s testing velocity and scale in order to build one of the most advanced personalisation setups and strategies in the gaming sector.

“Investing in personalisation is a safe bet for ROI if you’re investing properly. We’re looking forward to strengthening Betsson’s approach to experimentation and being a catalyst for exponential growth.”

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