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On the 8th of May, at the Mediterranean Conference Centre, Malta, Betsson Group was in the spotlight as co-host of the Sustainability Hub at NEXT Summit Valletta 2025. The summit convened regulators, industry decision-makers, investors, and operators to share thoughts on how sustainability is transforming the future of iGaming.
In addition to the event, Betsson reaffirmed its adherence to Environmental, Social, and Governance (ESG) principles, which highlight how the rules influence its business operations, particularly player protection and sustainable growth.
ESG: More Than Compliance
Betsson’s ESG Head Jonna Danlund led off and wrapped up the hub sessions and led an influential panel on how to battle the black market of gaming. Her message was clear: ESG is not just a box to check—it’s a business imperative: “It’s not about compliance—it’s a business imperative that drives growth, builds trust, and makes us more credible as an operator and as an investment,” Danlund had stated before the event.
At the summit, Betsson highlighted the need to include sustainability in business strategy as the driver of long-term value creation for the company and the industry overall.
Regulation as the Foundation for Sustainability
Betsson’s General Counsel, Corinne Valletta, joined a panel discussion on “Challenging the Black Market: How to Create Sustainable Gaming Regulation.” She argued that good regulation is the foundation of sustainability in gaming.
Valletta demanded balanced regulation, fair taxation, and strong enforcement measures. Over-regulation and weak enforcement, she warned, would drive customers into the arms of illegal operators: “Operators must be proactive in shaping sustainable regulation,” Valletta continued. “It’s our responsibility to take decisive action and be placed in a regulatory framework that will sustain long-term growth.”
She also emphasized the necessity of rebranding gaming as entertainment and not income and highlighted the role that collaboration between operators and progressive regulators plays in building safer, more transparent markets.
The Human Face of Sustainability
In a session called “Building a Sustainable Workforce: The Key to Long-Term Business Success,” Betsson Chief HR Officer Lena Nordin spoke about the human side of sustainability.
“We can’t talk about the future of sustainability without talking about people,” Nordin said. She noted that good values are a good foundation, but long-term strength also depends on economic stability and an in-workplace culture where people can thrive, not just survive.
Nordin discussed generational shifts in the workplace, and specifically with Gen Z employees who are technologically literate, socially conscious, and increasingly struggling with mental health challenges.
“Emotional intelligence, self-awareness, and mental health campaigning are not weaknesses—strengths,” she said. Betsson’s HR initiatives aim to prevent burnout, facilitate hybrid working, and promote work-life balance, making well-being a strategic enabler.
Purpose-Driven Sponsorships
Betsson Chief Commercial Officer Ronni Hartvig spoke about how sponsorships are evolving under the ESG umbrella in the session “Passion and Purpose.”
He showcased how Betsson’s approach goes beyond traditional deals. “We’re airing a national TV campaign in Argentina that connects gaming with responsible play,” he said, pointing to the company’s broader social messaging efforts.
Hartvig also referred to Betsson’s tie with Boca Juniors, namely the “Legends Match” at La Bombonera—a experience which was a celebration of the club legacy and involved supporters. He explained that long-term value and community impact are needed in sustainable sponsorships, especially in fresh markets like Argentina.
“We don’t merely give away sponsorship funds—we seek to make long-term, meaningful relationships,” Hartvig said. He also added that Betsson refrains from sponsoring competitors out of respect for fan allegiance, the brand’s respectful and sensitive market presence.
Redefining Positive Play
Betsson’s Director of Responsible Gaming, Eduards Jakubovs, sat on a panel discussing the idea of a “positive player.” He spoke of an approach more in line with individualized, data-driven safer gambling.
“It’s more about what we can do with the majority of our players who aren’t high-risk,” Jakubovs explained. He discussed how Betsson integrates features like reality checks and play metrics into the user interface, mainstreaming responsible play across all user experiences.
Focusing on behavioral indicators like session duration and frequency, Betsson ensures that interventions are timely and contextual, not delayed phone calls or emails, but real-time prompts during play.
Sustainable Growth Need Not Be a Decision
Joint views of Betsson’s commercial, responsible gaming, legal, and HR leaders shared a shared message at NEXT Valletta 2025: sustainable growth in iGaming is not only attainable—it’s a requirement.
Through ESG-driven values that are synonymous with commercial strategy, regulatory balance promotion, responsible sponsorship development, and employee support, Betsson is demonstrating itself to be an innovative industry thought leader in an ever-evolving sector.
Source: YogoNet
