Betsson Highlights ESG and Player Protection at NEXT Valletta 

Held on 8 May at the Mediterranean Conference Centre, the Hub gathered thought leaders, regulators, investors, and operators to examine how sustainability is driving transformation across the industry.

Betsson’s Head of ESG, Jonna Danlund, opened and closed the day’s sessions, as well as moderated a on combatting the black market. “It’s not a tick-box exercise – it’s a business imperative that unlocks growth, strengthens trust, and reinforces our credibility as an operator and attractiveness as an investment,” Danlund remarked ahead of the event. Her message underpinned a consistent theme across the Hub: that sustainability, when embedded in business strategy, s long-term value.

Betsson’s General Counsel, Corinne Valletta, took part in the ‘Challenging the Black Market: How to Create Real Sustainable Gambling Regulation,’ where she explored the foundations of effective regulatory frameworks. She explained that well-balanced regulation is at the very root of sustainability in gaming; highlighting the importance of adaptability, reasonable taxation, and enforcement. Valletta warned that excessive regulation and lack of effective enforcement could “directly push consumers” to unlicensed operators.

She stressed the proactive role that operators must play in fostering sustainable regulation: “It’s up to us to actually take action and make an effort that will put us in a sustainable regulatory space.” This, she explained, includes a responsibility to frame the gaming experience appropriately: “We need to ensure that customers view our products as entertainment, not as a source of income.” By helping shape customer perceptions and working collaboratively with open and responsive regulators, operators can play a pivotal role in building more sustainable markets. In her keynote ‘Building a Sustainable Workforce: The Key to Long-Term Business Success,’ Betsson’s Chief HR Officer, Lena Nordin, spoke about how Betsson places people at the centre of its sustainability strategy. “We can’t talk about the future of sustainability without talking about the core – the people,” she said. For Nordin, strong values provide a durable foundation, but long-term resilience also relies on financial stability and a culture where “people can thrive – not only survive.”

Nordin also addressed generational shifts in the workforce, noting that younger employees, particularly Gen Z, are both digitally savvy and socially conscious, yet face increasing mental health challenges. “Sensitivity is actually emotional intelligence, self-awareness and advocacy for mental health,” she said. She outlined Betsson’s efforts to use wellbeing as a strategic driver, with initiatives ing hybrid work, counteracting burnout, and enhancing work-life balance.

In ‘ion Meets Purpose,’ Betsson’s CCO, Ronni Hartvig, spoke about the evolving role of sponsorships in iGaming’s ESG narrative. He highlighted how Betsson’s approach goes beyond traditional deals, noting that “currently airing [is a] TV commercial that got all of society talking about responsible gaming [in Argentina]” – a reflection of the company’s efforts to raise awareness about the distinction between legal and illegal gaming. “Sponsorships are now a lot more about thinking long term – not just giving clubs a big bag of money and letting them do what they want with it,” he said. Hartvig emphasised that sport and gaming are deeply connected, and that sustainable sponsorship should provide “something extra” to the communities involved.

Citing Betsson’s partnership with Boca Juniors, Hartvig highlighted initiatives such as the legends match at La Bombonera, which celebrated the club’s history and created a moment still ed today. He noted that Betsson avoids rival sponsorships out of respect for fan communities, and that in emerging markets like Argentina, sponsorships are designed to serve a wider social purpose.

Eduards Jakubovs, Betsson’s Head of Responsible Gaming, ed the ‘What Makes a Positive Player?’ where he advocated for a forward-thinking and personalised approach to safer play. “It’s nice to have a conversation about what we can possibly do with most of our customer base that is not at a higher level of risk,” he said. Highlighting signs of positive play and what operators can do to enhance them, Jakubovs explained how Betsson integrates frontend messages such as reality checks and gameplay stats to all players to normalise responsible gaming throughout the player journey.

With a focus on behavioural indicators such as session duration and frequency, Betsson is working to ensure that interventions are well-timed and relevant. “It has to be timely and, in your face, – i.e. on the interface you are using, not a phone-call or email at a later time,” Jakubovs added.

Throughout the day, the Sustainability Hub illustrated how cross-functional collaboration at Betsson is strengthening the company’s ESG performance. With contributions from legal, HR, commercial and responsible gaming leaders, the message was clear: sustainable growth in iGaming is not only achievable – it is essential.