B90 Holdings has unveiled a strategic shift in its business operations， focusing on its core business-to-business (B2B) activities. The company has also relaunched its flagship brand， Bet90.com.

Historically， B90 operated in two key areas. It generated leads through its subsidiaries， including Emwys， Oddsen.nu and tippen4you.com， using SEO and Pay-Per-Click marketing solutions. It also offered online gaming products through its own properties， Bet90.com and Spinbookie.com.

The new Bet90.com aims to provide visitors with content related to casino and sports betting， including casino and sportsbook reviews， bonus lists and betting tips.

The company seeks to improve performance marketing， lead generation and affiliate services. B90 aims to streamline the operation of Spinbookie.com while concentrating on B2B operations within the iGaming sector.

Ronny Breivik，Online Casino Games Executive Chairman of B90 Holdings， said: “Management focus is now firmly on B2B operations within the iGaming sector and the relaunch of Bet90.com is an integral step toward expanding our operations， whilst reducing operating costs.”

B90 Holdings has been actively pursuing its growth strategy. In September 2023， the company raised £2m ($2.4m) through the placement and subscription of new ordinary shares， with the funds being allocated to different aspects of the business， including inorganic growth opportunities， its own assets and general working capital.

Additionally， the company completed its acquisition of Emwys AB， a Swedish-based marketing company in the online gambling sector， which operates using a pay-per-click model. This strategic acquisition aimed to strengthen B90's online marketing division.