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Betsson has announced its support for the Sustainable Gambling Zone (SGZ) at ICE Barcelona 2026, one of the world’s leading iGaming events. For the fourth consecutive year, Betsson is backing this important industry initiative, which continues to evolve as a central platform for advancing safer and more sustainable gambling practices.

The Sustainable Gambling Zone has grown into one of ICE’s most prominent and impactful features. Recognised by both the Vixio Regulatory Awards and the Casino Guru Awards, the SGZ brings together more than 30 partners from across the gambling ecosystem, including regulators, operators, suppliers and charity organisations, all working towards a safer, more transparent and sustainable gaming environment. Taking place from 19-21 January 2026, the Sustainable Gambling Zone will be a dedicated show-floor area featuring partner organisations, alongside a programme of expert-led discussions, practical insights and interactive Q&A sessions.

As part of its support, Betsson Group will actively contribute to the SGZ agenda through the participation of three company representatives across the following sessions:

19 January 2026 | 14:45–15:30 CET

Speaker: Corinne Valletta, General Counsel, Betsson Group

Session: Transparency, Standardisation, and Self-Exclusion: Distinguishing Between Licensed and Non-Licensed Operators to Build Trust

21 January 2026 | 11:30–12:15 CET

Speaker: Tanner Hutchinson, Lead Technical Compliance Manager, Betsson Group

Session: KYC, Biometrics, and the Architecture of Trust

21 January 2026 | 12:15–13:00 CET

Speaker: Jonna Danlund, Head of ESG, Betsson Group

Session: The Cost of ESG: Is Sustainability Dead?

“Continuously supporting the Sustainable Gambling Zone reflects our long-standing commitment to safer gambling and responsible business practices. The SGZ provides an important forum for honest dialogue and collaboration across the industry, helping to drive higher standards that ultimately benefit consumers, regulators, and operators alike,” said Jonna Danlund, Head of ESG at Betsson Group.

By continuing to support the SGZ, Betsson reinforces its role in fostering an environment that encourages players to maintain a healthy relationship with gambling and supports long-term sustainability.

All proceeds from participating operators and suppliers at the Sustainable Gambling Zone are donated to charitable organisations dedicated to consumer protection and safer gaming initiatives. With the collective support of the industry, more than €270,000 has been raised to date.

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Betsson has entered a new two-year partnership with Peristeri BC, a well-established Athens club with more than 50 years of history, competing in the top tier of Greek basketball and in European competitions. As part of the agreement, the team will now compete under its official name, Peristeri Betsson BC.

This collaboration reflects Betsson’s continued investment in Greek sport. With more than six decades of heritage and operations across 24 countries, Betsson’s strategy in Greece is centred around supporting historic clubs, strengthening local communities and contributing to the broader development of sport in the country. Following Mykonos Betsson and Aris Betsson, Peristeri Betsson BC represents the next step in building a network of sponsorships that carry meaningful cultural and community impact.

For Peristeri, the partnership provides strong strategic backing for the club’s competitive ambitions and its long-term mission to remain a reference point within Greek basketball. Both organisations share a commitment to professionalism, consistency and delivering high-quality experiences to fans. The collaboration will also include a suite of social impact initiatives focused on youth, education, equality and access to sport in Peristeri.

Andreas Nikolopoulos, Commercial Director at Betsson, said: “It is a great pleasure for all of us at Betsson to stand alongside a club with such a strong history and identity as Peristeri, a club that has been a reference point in Greek basketball for decades and continues to grow thanks to the steady and methodical work of its management. We do not view this merely as a sponsorship but as a strategic alliance. We share the same values with Peristeri, professionalism, consistency and a constant commitment to offering high-quality experiences to fans. We are committed to supporting them throughout this journey and we wish the team a season full of health, energy and success.”

Manos Kotsis, General Manager of Peristeri Betsson BC, said: “We are now officially Peristeri Betsson and will be for the next two years. Our approach is based on two pillars: reconnecting with our local community and bringing people back to the arena, and restoring Peristeri’s identity as a club that develops talent, whether local or international. We believe we have made meaningful progress over the past two years, but both goals require strong organisation, planning and method. We are delighted that Betsson is by our side supporting this effort and enabling us to move forward with greater confidence.”

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