Betsson eyes business sustainability drive through LeanConvert sign-up


Customer experience, analytics and engineering frim LeanConvert has linked-up with Betsson Group as the operator aims to “take a substantive step” towards investing in future business sustainability.

The former will be utilising their approach to multivariate testing to reshape Betsson’s conversion rate optimisation services, along with reviewing the group’s overall strategic approach.

London-based LeanConvert, which aims to allow clients “to do more with fewer resources” via the application of Lean Methodology is completely platform agnostic.

“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,” explained 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.

“When it comes to the new compliance regulations, you can optimise for player safety and conversion at the same time. It’s not necessarily an inverse relationship. It’s an opportunity to strengthen your personalisation and segmentation strategy.

“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.”

Betsson Group, which operates over 20 brands across 16 jurisdictions, has sealed the partnership as the firm strives to continue along its digital transformation pathway.

Ciara Nic Liam, commercial director and gaming Betsson Group, commented: “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.

“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.”