Betsson rebrands Belgian operation betFIRST under its main brand

Betsson Group has launched its flagship Betsson brand in Belgium, absorbing its existing betFIRST operation in the country. The rebrand comes three years after the group acquired betFIRST. Customers will receive platform upgrades, refreshed mobile apps, Betsson-branded live casino content and exclusive games. The firm's Belgian betting operations will run alongside its infotainment brand, Betsson.sport.

Betsson.sport, 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 can maintain that sponsorship as an infotainment brand, as front-of-shirt gambling sponsorships in Belgian sport are banned. According to Blask data, Belgium is the 28th biggest gambling market in the world and betFIRST ranked as the ninth-largest brand in the country. "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."

With the rebrand, Betsson will aim to challenge market leaders Star Casino, Unibet and bwin in Belgium while increasing the international exposure of its main brand. The company is now active in 25 key markets across Europe, South America and North America. Svensson recently expressed concerns about the regulatory climate, telling SBC News that a pan-EU tax could unify the European framework but would be unsustainable if added to existing local taxes. "It is not sustainable for the regulated industry to absorb constantly rising taxes," Svensson said. "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." Despite those concerns, the company's hopes for growth in Belgium remain high as it seeks to maximize revenue and visibility there.