Betsson Group has launched its Betsson brand in Belgium by rebranding betFIRST. The Betsson Belgium launch covers sports betting and online casino. Betsson acquired betFIRST in 2023.

• betFIRST will now operate under the Betsson brand in Belgium. The business continues under its existing Belgian licence. Customers will have access to betting and casino products.
• The Betsson Belgium launch includes updated apps and platform changes. Betsson-branded live casino content will also be added. Existing betFIRST customers will move to the Betsson brand.
• Betsson and Betsson.sport have different roles in Belgium. Betsson is the gambling brand, while Betsson.sport focuses on sports content and fan engagement. CEO Jesper Svensson called the rebrand a “natural next step in our journey.”

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