Betsson AB’s CEO, Pontus Lindwall, has stated that Latin America has stopped being an emerging market to become “a fundamental pillar” of the group.
In conversation with NEXT.io, Lindwall has pointed out that the business’s focus is shifting from expansion to execution, as Betsson seeks to balance growth opportunities with increasing regulation, competition, and long-term profitability.
Betsson’s bet on Latin America highlights the magnitude the region has reached. During the first quarter of 2026, Latin America accounted for a third of the group’s revenue. Total revenue in the region stood at €93 million, up 24.17% year-on-year. The operator has a consolidated presence in several markets such as Peru, Argentina, and Colombia.
According to Lindwall, as regulation advances and the market matures, the landscape becomes more complex in terms of taxes, compliance costs, and competition against international operators.
Nevertheless, Betsson expects continued growth across the continent, driven by product development, local execution, and the ability to scale more efficiently.
From expansion to execution
Several markets already generate high returns, while others remain in the investment phase.
“Latin America is already a growth engine and a fundamental pillar of our business. At the same time, there is still significant growth potential. This includes several of our priority markets where we have a strong presence and continue to invest,” Lindwall has stated.
Although the outlook is favorable, the executive believes that maintaining this level of growth will depend on various factors, both external and operational. These range from regulation and taxation to the region’s macroeconomic conditions.
“Sustainability will depend on constant product innovation, solid execution, and the evolution of regulations,” he has pointed out. He has added that, although Betsson has a strong position in jurisdictions such as Peru and Colombia, investment in products and in improving the customer experience will be essential to maintaining momentum.
“As in any market, there are risks associated with regulatory, fiscal, and macroeconomic changes, but our diversified presence and local expertise help us manage these dynamics,” he has stated.
Regulation vs. business margins
As more countries move toward regulation, the dilemma between growth and profitability arises.
Profitability is not uniform across the region and, as Lindwall has explained, the more established markets help support investment in other territories.
“We have several consolidated markets, such as Argentina and Peru. We are also investing in new or developing markets where we see a clear path to profitability,” he has explained.
“Building a profitable B2C operation generally takes several years. It requires sustained investment in brand, product, and customer acquisition before reaching the scale needed for profitability,” he has emphasized.
“Latin America will continue to be a fundamental pillar of our strategy, with opportunities for both organic growth and further expansion,” he has concluded.