Betsson rolled out the campaign on December 2nd, the International Day for the Elimination of Violence Against Women. The operator worked with Volley Millenium Brescia and Casa delle Donne to create the project.
The video stars Beatrice Parrocchiale. She’s a European gold medalist from 2021 with Italy’s national team and currently captains Valsabbina Millenium Brescia. Parrocchiale also holds the title Knight of the Italian Republic.
Her involvement gives the campaign credibility. She’s not just an athlete, she’s a national sports figure with real influence.
Why Betsson Focused on Both Physical and Emotional Abuse
The campaign, called “Quello che non é normal” (What isn’t normal), tackles violence from two angles. Physical abuse gets attention, but so does emotional violence – which often goes unnoticed.
Betsson wanted authentic representation. The short film uses a real story rather than fictional scenarios. This approach gives the message more weight with viewers who’ve seen plenty of generic awareness content.
The timing wasn’t random. Launching on the international awareness day gave the campaign immediate visibility across social platforms and news coverage. It also positions Betsson alongside other organisations marking the occasion.
What the Campaign Delivers Beyond Awareness
The video doesn’t just highlight problems. It provides a platform for solutions and preventative measures against violence toward women. That’s the stated goal, anyway – moving past just raising awareness.
This follows Betsson’s safer gambling campaign from last month. That initiative, done with EstrelaBet during European Safer Gambling Week, compared sports safety to player protection. The company’s clearly leaning into social responsibility messaging lately.
Business is good, too. Betsson’s Q3 revenue hit €295.8m ($344.5m), a 6% jump from last year. Western Europe drove most of that growth with a 27% year-on-year increase. The region now accounts for 64% of total revenue.
The operator also picked up a new sponsorship deal. Betsson will appear on Iraklis FC shirts for the 2025-26 season. They already sponsor Inter Milan’s front-of-shirt, which gives their campaigns global reach.
How This Fits Betsson’s Broader Market Strategy
Social responsibility campaigns help operators build trust in regulated markets. Betsson’s connecting its brand with serious issues rather than just gaming entertainment.
The partnership with volleyball gives them access to sports audiences outside football. It’s a different demographic but still sports-focused, which aligns with their sponsorship portfolio.
Their financial performance shows the strategy’s working. Strong Western European growth suggests regulatory compliance and social messaging resonate with players in key markets. Operators that demonstrate social awareness often face less regulatory pressure.
The campaign could influence other operators. If Betsson sees positive brand impact from this, expect more social responsibility initiatives across the sector in 2025. Not everyone will partner with volleyball teams, but the template’s there.
