Betsson has revealed its new marketing concept， “A bet makes the difference，” as part of its 60-year celebrations.

The adverts， which have been developed almost entirely in-house， promote the message that betting should be about the experience， rather than the wins.

Jesper Svensson， Betsson Group CEO， said: “As we expand our presence across various markets， we have established an in-house international creative hub.

“I am really excited to unveil our most ambitious commercial yet， solidifying Betsson as the most exciting brand in the industry.”

Directed by Rodrigo Saavedra， the videos try to demonstrate that placing a bet can transform a boring sports match into an exciting one – a little like bet365's recent campaign.

Kay Höök， Betsson Global Brand Director，Play Casino Online said: “While we can’t control the excitement of a match or guarantee wins， we can assure our customers that placing a bet， small or big， will amplify the excitement.

“While many other betting companies focus on big， quick wins， our emphasis lies in cherishing the excitement itself and the heightened entertainment that a bet provides.”

The advertisements will roll out across ten European and Latin American countries.

Höök continues: “Our goal is to enhance the entertainment value and intensify the excitement for our customers.

“While potential winnings remain a possibility， we don’t want the prospect of winning to define our communication.

“Our message is that when you gamble responsibly， you will enjoy the excitement even if you don’t win.”

In Belgium， Betsson recently acquired BetFirst， a sports betting and gaming operator for €120m ($130m).