Betsson replaces Belgian betFIRST operations with flagship brand

Betsson Group has launched its flagship Betsson brand in Belgium, absorbing its existing betFIRST operation in the European country. It 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. 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 – an ability it maintains as an infotainment brand as opposed to a gambling operator, with front-of-shirt gambling sponsorships in Belgian sport banned. On the rebrand, Jesper Svensson, Chief Executive Officer of Betsson Operations, commented: “This rebrand is a natural next step in our journey. “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.” Source: Betsson Group Betsson enters established market with main brand 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 (not to be confused with its own StarCasino brand in Italy and Spain), 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, but Svensson recently revealed to SBC News his concerns around the current climate. Speaking to SBC’s Managing Director, Andrew McCarron, 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.