Betsson B2B (Techsson)
Betsson B2B is the supplier arm of Swedish-listed operator group Betsson AB, selling the group's in-house sportsbook together with Techsson, Betsson's proprietary platform covering player account management, payments, content delivery and responsible gaming tools, plus its PAAS payments platform. The package is sold with a fully managed trading, event monitoring and risk service, and Betsson states its traders price more than one million live events a year. Betsson is primarily a business-to-consumer operator; the B2B arm licenses the same technology that runs its own brands to third-party operators.
- Founded
- 1963
- Headquarters
- Stockholm, Sweden
- Ownership
- Subsidiary function of Betsson AB, a public company listed on Nasdaq Stockholm's Large Cap list under the ticker BETS B; there is no separate B2B holding company or outside investor in the arm itself.
- Licences
- MGA, Sweden (SGA), Italy (ADM)
- Products
- sportsbook, player account management, payments, casino platform, managed trading and risk services, turnkey operator platform
- Brands
- 2
- Website
- www.betssongroup.com
History
The group traces to 3 December 1963, when Bill Lindwall and Rolf Lundstrom founded AB Restaurang Rouletter, later renamed Cherryforetagen AB, which supplied slot machines to Swedish restaurants; the online business that became Betsson AB was carved out of that lineage and is now listed on Nasdaq Stockholm's Large Cap list under the ticker BETS B. Its de jure seat is in Ta' Xbiex, Malta while Stockholm serves as the operational headquarters. Betsson grew mainly by acquisition, buying the Betsafe Group in 2011 for SEK 292 million, NetPlay TV's assets in 2017 for GBP 26 million, Gaming Innovation Group's B2C assets in 2020 and Inkabet in 2021 for US$25 million. The B2B arm was built on the same in-house technology. On 11 June 2021 Betsson signed its first significant external sportsbook and platform deal with Masterpiece Gaming, a subsidiary of German broadcaster ProSiebenSat.1, supplying the Techsson platform, PAM, odds, risk management and the PAAS payments platform for the JackOne brand in Germany; Masterpiece Gaming closed JackOne in June 2022. In October 2022 Betsson bought 80 percent of KickerTech Malta Limited from TG Holdings Limited for EUR 14 million on a cash and debt free basis, adding a B2B sportsbook operation with about 50 staff building odds models and trading technology in Vilnius, Lithuania. In September 2023 Betsson was named sole sportsbook provider to Bethard, live since August 2023 across Sweden, Ireland and Malta, and in 2026 Betsson completed a EUR 64.5 million acquisition of Rhino Entertainment Group's Canadian B2C business and a set of proprietary B2B technology assets.
Notable
- Techsson is Betsson's proprietary platform, described by the group as underpinning payments, account management, content delivery and responsible gaming tools; it is the platform sold to B2B clients alongside Betsson's in-house sportsbook.
- First major B2B deal signed 11 June 2021 with Masterpiece Gaming (ProSiebenSat.1) for the JackOne brand in Germany; Masterpiece Gaming shut JackOne down in June 2022.
- Acquired 80 percent of KickerTech Malta Limited in October 2022 for EUR 14 million cash and debt free, paid in three instalments; the acquired business had about EUR 2.6 million revenue and EUR 1.3 million EBIT in the 12 months to 30 September 2022, with a 50-person team in Vilnius.
- Named sole sportsbook provider to Bethard in September 2023, integrated and live from August 2023 in Sweden, Ireland and Malta.
- Completed a EUR 64.5 million acquisition of Rhino Entertainment Group's Canadian B2C business and proprietary B2B technology assets in August 2026.
Used by
- Masterpiece Gaming / JackOne — jackone.de (reportedly shut down ~2022)
- Bethard
How well established
The technical fingerprint is inferred rather than directly documented. Techsson is confirmed as the name of Betsson's proprietary platform and is still in use, and the Masterpiece Gaming, KickerTech and Bethard deals are confirmed with dates from Betsson's own releases and from trade press. The 1963 founding year is the group's own lineage claim through AB Restaurang Rouletter and Cherry rather than the incorporation date of Betsson AB itself, and the licence list covers only the three regulators that could be substantiated individually out of the roughly 25 local licences Betsson claims.
