Cherry acquired a minority share of Net Entertainment in 1998, which was a company co-founded with Investment AB Kinnevik, tasked with developing online gaming solutions.

[18] In 2021, Betsson expanded its operations in Eastern Europe with the launch of new brand Europebet and a new office in Minsk, Belarus.

[21] In 2022, Betsson debuts online betting in Buenos Aires city and province (Argentina) with local operator Casino Victoria.

[22] The same year, Colombian footballer Mario Alberto Yepes became a Betsson brand ambassador in Latin America.

[23] He was joined by compatriot Nicole Regnier later in the year while Betsson was announced as the kit sponsor of Club Athletico Paranaense.

[26] In 2023, Betsson became the main sponsor of Boca Juniors through 2024 with its logo featured on both men's and women's team kits.

[30] This followed Betsson's launch of sports betting in Italy earlier in the year with AS Roma legend Francesco Totti as ambassador.

[31] Also in 2024, Betsson expanded in South America while announcing Zé Roberto, the Brazilian footballer, and Paolo Guerrero, Peru's all-time record goalscorer, as ambassadors.

[3][35] In November 2017, Betsson signed a deal with Scout gaming to integrate its daily fantasy sports platform across all its brands, including BetSafe, its UK facing online bookmaker.

[37] In 2011 the company acquired all of the shares in the Betsafe Group for SEK 292 M. The aim of the acquisition was to increase Betsson's market presence and enable continued growth.

[38][39] In March 2017, Betsson completed its £26 million acquisition of NetPlay TV's assets, adding Jackpot247, SuperCasino and Vernons to its European gaming multi-brand portfolio.