Betsson Group has introduced its flagship Betsson brand in Belgium, replacing betFIRST as the company consolidates its local betting and gaming business under its main international identity.
The transition follows Betsson’s acquisition of betFIRST in 2023 and is part of a wider strategy to increase consistency and recognition of the Betsson brand across regulated markets. The company confirmed that the Belgian operation will continue under its existing licence, allowing customers to retain access to the same services during the migration.
Betsson acquired the entire betFIRST Group in June 2023 for up to €120m. The agreement included €117m in upfront cash consideration and a potential earnout of as much as €3m, subject to certain conditions. The transaction gave Betsson an established position in Belgium’s regulated sports betting and gaming market.
Belgian customers will receive a series of product updates alongside the change in branding, including upgraded platforms, refreshed mobile applications, Betsson-branded live casino content and exclusive games. Users will also gain access to the group’s international partnerships and related fan-engagement initiatives.
Betsson Operations CEO Jesper Svensson said the consolidation is intended to create stronger marketing synergies and reinforce the company’s global identity while maintaining continuity for existing Belgian customers.
The betting brand will operate separately from Betsson.sport, the group’s sports infotainment platform covering scores, statistics, news and fan-focused content.
Betsson.sport already has a visible presence in Belgian football through Betsson Group’s partnership with Club Brugge. The three-year agreement began in June 2025 and was described by the club as the largest shirt sponsorship arrangement in its history. BetFIRST.sport initially appeared on domestic shirts, while Betsson.sport was used for European competition kits before the infotainment brand expanded across the club’s shirts.
The distinction between gambling and sports-information brands is particularly important under Belgium’s advertising rules. Since January 2025, gambling advertising cannot appear on the front of players’ sports clothing, while permitted logos elsewhere on kits are subject to size restrictions. The Belgian framework also places wider limits on gambling promotion around sport.
According to data cited by SBC News, Belgium is the world’s 28th-largest gambling market and ranks among Europe’s top 20, with betFIRST previously listed as the country’s ninth-largest brand. Betsson will now use its main name to compete more directly with established operators including Unibet, bwin and Star Casino.
The Belgian launch adds to Betsson’s broader strategy of concentrating operations around its flagship identity while expanding in locally regulated markets. The group says the approach is designed to improve scalability, simplify international marketing and strengthen recognition of the Betsson brand across its portfolio.