Entering New Markets: PR Strategies for Fintech Companies in Europe

I. The Challenge of Going Abroad

Expanding into a new country is a big step for any fintech or betting company. It means dealing with different rules, different languages, and different customer habits. VivatBet, an Irish bookmaker, has started entering the Baltic and Nordic markets. You can see this in their partnerships and their sponsorship of local sports events.

A recent example is VivatBet’s fan zone project in Tallinn, Estonia. They turned a regular bus stop into a glowing football installation with their logo. It was not a standard ad. It was an experience. According to the Estonian Marketing Association, this kind of activation helps a brand stand out in a busy market where many companies use the same channels . VivatBet’s project showed that emotion and experience can be more memorable than a simple poster.

II. Localisation Goes Beyond Language

Localisation is not just about translating words. It is about understanding what local customers expect and value. In Finland, for example, a new licensing system for gambling operators will start in 2026-2027. Operators who plan to enter that market need to get localisation right from the start. This means using a tone of voice that sounds genuinely Finnish, not just English translated into Finnish words . It also means handling payments and customer support in a way that fits local habits. If a brand does not get these small signals right, customers may not trust it.

Different markets have different rules. In Spain, Luckia became the first betting company to use ads on TikTok. They had to work within tight rules on targeting, timing, and content . They were able to do this because they understood the local rules and found a way to be innovative within them. For a company like VivatBet, entering a new market means studying these rules carefully and adapting the PR message to fit each country’s legal and cultural context.

III. Sponsorships Build Local Credibility

Sponsoring local sports teams or leagues is a powerful way to build a brand in a new market. When a bookmaker sponsors a football club, it shows that they support the home team. This can earn goodwill from local fans. Partnerships with sports personalities can also speed up credibility and growth .

VivatBet has used sponsorship to strengthen its position in new regions. For example, they have partnered with a football club in Estonia. This kind of sponsorship is not just about logos on a shirt. It can include fan activations, digital promotions, and community events . These activities help the brand become part of the local sports culture. Other companies have used similar approaches. Soft2Bet, an iGaming platform, used sponsorships in Canada with the Canadian Football League and the Ottawa Senators to connect with local fans . Their goal was to build recognition through activations that felt genuinely local.

IV. PR Support Builds Trust with New Users

When a company enters a new market, it needs to prove itself to new users. PR support plays a key role in this. Clear messaging about responsible gambling, secure payments, and reliable customer support helps build trust.

App Store Optimisation (ASO) is also a part of PR. When a betting app launches, 70% of app installs come from searches in the app store . Making sure the app listing is clear and uses the right keywords helps new users find it. The app description should explain the benefits of the product in simple terms, not just list features. For example, “AI-driven predictions” can be translated as “betting tips that help you make smarter choices” . Aligning PR messaging with the app store listing improves conversion rates by reinforcing the same benefits across all channels .

Building trust also means showing that the company is a responsible member of the community. Participating in charity events or running responsible gambling seminars can show regulators and the public that the company cares about more than just profits . These activities help build a positive reputation, which can make it easier to get licenses and win customers.

V. What This Means for Ireland

For Irish fintech and betting companies, these lessons are important. The Irish market is mature, but growth opportunities lie abroad. As VivatBet shows, entering the Baltic and Nordic markets requires a clear strategy. It also requires a willingness to adapt to local rules and customs. This means thinking carefully about how to localise content, which sponsorships to pursue, and how to frame the PR message for each specific audience. The companies that do this well will be the ones that succeed on the European stage.