Betsson Group launches flagship brand in Belgium, absorbing betFIRST
The rebrand follows the group's acquisition of betFIRST three years ago and includes platform upgrades and new content.
Betsson Group has launched its flagship Betsson brand in Belgium, absorbing its existing betFIRST operation in the European country.
The move comes three years on from the group's initial acquisition of betFIRST, with the Stockholm-listed operator now looking to further grow global recognition of its main brand.
As part of the rebrand, customers are set to receive platform upgrades, refreshed mobile apps, Betsson-branded live casino content and exclusive games, as well as access to international partnerships and fan engagement opportunities.
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"This rebrand is a natural next step in our journey," said Jesper Svensson, chief executive officer of Betsson Operations.
"By aligning our presence under the Betsson brand, we can unlock broader marketing synergies, strengthen our global identity, and continue delivering the high-quality experience that our customers know and trust."
The firm's Belgian betting operations will run alongside its infotainment brand, Betsson.sport.
This brand, which provides content, news, scores, and fan engagement, has been the main sponsor of Belgian football giant Club Brugge since the 2025/26 season.
It maintains that ability as an infotainment brand as opposed to a gambling operator, with front-of-shirt gambling sponsorships in Belgian sport banned.
According to Blask data, Belgium is the 28th biggest gambling market in the world and is in Europe's top 20.
The betFIRST brand ranks as the ninth-largest in the country.
With the rebrand, Betsson will be hoping to challenge market leaders Star Casino, Unibet and bwin, while furthering the international exposure of the Betsson brand.
The firm has a history of being able to further its international presence, demonstrated by the fact that it is now active in 25 key markets across Europe, South America and North America.
However, Svensson recently revealed his concerns around the current climate.
Speaking to SBC News, Svensson admitted that a pan-EU tax "could be an effective way to unify the European framework", but warned that it would be unsustainable should it come on top of existing local taxes.
He continued: "It is not sustainable for the regulated industry to absorb constantly rising taxes. Ultimately, it isn't good for the host countries either."
"When tax levels become too high, the competition doesn't come from other regulated companies; it comes from the black market."
However, it seems that Svensson and the company's hopes for Belgium still remain high, as it looks to maximise both revenue and visibility in the country.