Stefano Tino: There Is No Universal Formula for Growth

Stefano Tino, General Manager of Betsson Group for Southern Europe, told iGaming Express in an interview that growth in the region cannot be achieved with a uniform strategy. Tino said he took over the role at the beginning of 2026. He stressed that Southern Europe is not a homogeneous region, and that consumer behavior, competitive conditions, regulatory frameworks, and brand maturity differ significantly from country to country.

According to Tino, the experience in Italy is the result of combining a deep understanding of the local market with continuous investment in the brand, the product, and the customer experience. He said growth does not come from a single initiative, but requires consistency, operational discipline, and rapid adaptation.

He said the transferable element is the importance placed on brand building rather than short-term customer acquisition. However, he noted that the role of sport, the media environment, and regulatory conditions vary by market, and that methods that work in Italy cannot be copied directly. The principles of the approach will be kept, while channels and partnerships will be adapted to the characteristics of each market.

On sports partnerships, Tino explained that they see sponsorships not as short-term conversion tools but as investments in brand value. He said they evaluate them using indicators such as reach, media visibility, brand awareness, and engagement. He added that linking the impact on customer acquisition and retention to a single sponsorship would be misleading, since factors such as product, pricing, and media investment also play a role. He said that in Italy, alongside the partnership with Inter under Betsson Sport, their broader networks also allow them to take part in different sports and communities, and to support clubs and communities that are less visible.