January 25, 2021 2 min read


Betsson Signs Marketing Optimization Deal with LeanConvert

Betsson has selected LeanConvert to lead its digital optimization and return on investment methodologies across its global gaming portfolio.

Betsson to Use LeanConvert ROI Protocols

Swedish gaming provider Betsson has partnered up with London-based LeanConvert to optimize its digital platforms and conversion rates. The website optimization company, which specializes in user experience (UX), analytics, and platform integration, will focus on enhancing Betsson’s marketing reach and return on investment (ROI) across its global portfolio featuring more than 20 sportsbook and casino brands.

Betsson’s web development and marketing teams will switch to LeanConvert’s modus operandi and marketing technology tools to provide the operator with in-depth data analysis.

The gaming group has recently expanded into new markets and needs an ROI specialist, such as LeanConvert, to improve its overall strategy and offerings, according to Ciara Nic Liam, Betsson Group’s commercial director of gaming,

“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.”

Ciara Nic Liam, Commercial Director of Gaming at Betsson Group

Betsson and gaming businesses have responded to 2020’s hardships with “a phenomenal amount of innovative thinking,” Nic Liam said.

LeanConvert Expands into Gaming Industry

Tim Axon, Managing Director of LeanConvert, said the company is looking forward to working with Betsson, which has “stood out as a company that prioritizes digital innovation” and user experience through engaging and meaningful experiences.

“Now is a crucial time for taking things a step further than digital transformation,” Axon declared, “we’re going to ramp up Betsson’s testing velocity and scale in order to build one of the most advanced personalization setups and strategies in the gaming sector”. Personalization is “a safe bet” for ROI strategies, he added.

Last week, online gambling group Kaizen Gaming appointed LeanConvert as its lead optimization agency, and this new deal with Betsson further strengthens the agency’s footprint within the online gaming and betting sector.


Mathilde has been writing for over 5 years, with 2 of those years as a specialist in the iGaming industry covering headlines across the world. With her honed research and reporting expertise, Mathilde has solidified her position as a regular author for GamblingNews. Outside of work, she enjoys studying sculpture which is one of her other strong passions.

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