Betsson Group rolls out flagship brand in Belgium

• Betsson Group completes transition of betFIRST in Belgium
• Launching Betsson, the Group taps into an existing player base, offering betting and casino games
• The recognizable brand will deliver a new level of entertainment to Belgian players

The global sports betting and gaming operator, Betsson Group, launched its flagship brand, Betsson, in Belgium.

The milestone announcement marks the completion of the transition of the former betFIRST brand into the Betsson brand.

The launch of the Group’s Betsson brand marks a natural step in the company’s expansion

betFIRST was founded in 2011 and, in the years that followed, established a strong foothold in the Belgian market.

The trusted online gaming and betting brand was consequently acquired by Betsson Group in June 2023.

Now, the launch of Betsson in Belgium represents another successful brand migration completed by Betsson Group, further bolstering the company’s presence on the Old Continent.

Jesper Svensson, Betsson’s CEO of Operations, spoke with excitement about the launch of Betsson in Belgium, Casino Guru News learned from a press release.

"This rebrand is a natural next step in our journey," he said.

Svensson added: "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."

Belgian players can expect enhanced experiences

Betsson will continue to operate in Belgium under the existing license.

Customers of the former betFIRST brand will transition to Betsson and benefit from the familiar trusted products and services.

However, the leading betting and gaming company will further enhance the experiences for Belgian customers through its flagship and recognizable Betsson brand.

Local players will benefit from platform upgrades for Betsson Casino as well as Betsson Sportsbook.

Additional benefits include mobile app updates, Betsson-branded live casino content, as well as exclusive games, unique fan engagement opportunities and other exciting activations.

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