Betsson, a sports betting and gaming operator, has recently launched an online casino in Belgium as a result of its acquisition of the Belgian Betfirst Group in a deal worth €120 million last year. The company has also partnered with Groupe Partouche, the owners of Middelkerke Casino, to gain access to the Belgian icasino market.
Thanks to this partnership, the newly launched online casino has received an A+ casino license, allowing Betfirst to establish itself as a leading operator in the online casino sector in Belgium. This move into the iGaming sector follows Betfirst’s pioneering role as the first operator to obtain an online betting license in Belgium when the market was regulated back in 2011.
Alexis Murphy, the chief executive of Betfirst, expressed his ambition to replicate the company’s success in sports betting with a comprehensive mobile casino offering. Meanwhile, Jesper Svenssen, the chief executive of Betsson Operations, emphasized the unique value that the partnership with Groupe Partouche has brought to the business.
With the partnership with Groupe Partouche, Betsson aims to expand its operations beyond Belgium, focusing initially on France and Switzerland, where Groupe Partouche operates land-based casinos. While online casino operations are currently illegal in France, efforts have been made to legalize it. Additionally, online casino is legal in Switzerland, providing an opportunity for further expansion.
In addition to its entrance into the Belgian online casino market, Betsson has also secured a license to offer online sports betting in France and recently announced its entrance into the Serbian market as part of its ongoing expansion efforts. Overall, this move into the iGaming sector and expansion into new markets indicates Betsson’s strategic growth and diversification in the industry.