Betsson launches in Belgium following betFIRST rebrand

Malta-based Betsson Group has launched its flagship Betsson brand in Belgium, following the rebranding of betFIRST, which the company acquired in June 2023.

The launch brings the Betsson brand to the Belgian market, alongside a number of platform and product updates for customers.

The rebranded platform includes updated mobile applications, Betsson-branded live casino content and exclusive games. Customers will also have access to Betsson’s international partnerships and fan engagement initiatives.

Jesper Svensson, CEO of Betsson Operations, said: “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.”

The launch follows Betsson’s announcement in August regarding an expansion in Málaga.

The betFIRST brand was established in Belgium in 2011. Following Betsson’s acquisition of the business, the operation continued under its Belgian licence.

Betsson.sport, which launched in Belgium in June 2025, will continue to operate separately. The platform will focus on sports content, news, scores and fan engagement, while the Betsson brand will operate as the group’s online betting and gaming brand in Belgium.

The Belgian launch forms part of Betsson’s international presence, which includes partnerships with sports organisations such as Boca Juniors, Racing Club, Inter and Atlético Nacional.

Betsson Group’s operational headquarters are in Malta, while Betsson AB is headquartered in Stockholm. Betsson Group offers casino, sportsbook and other gaming products in regulated markets across Europe, South America, North America and Central Asia. The company employs more than 3,000 people across over 20 locations.