Betsson replaces betFIRST brand in Belgium
Betsson has launched its flagship gambling brand in Belgium, replacing betFIRST three years after acquiring the Belgian gambling operator.
Existing betFIRST operations are being moved under the Betsson brand (Betsson review) as the company attempts to strengthen its position in Belgium’s regulated gambling market.
Customers will receive refreshed mobile apps and platform upgrades as part of the change, alongside Betsson-branded live casino games and exclusive content.
Betsson acquired betFIRST in 2023, giving the Stockholm-listed gambling group an established foothold in Belgium rather than requiring it to build a local operation from scratch.
Betsson Operations CEO Jesper Svensson said consolidating the business under the company’s main international brand was the next step.
“This rebrand is a natural next step in our journey,” Svensson said.
“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 gambling operation will exist alongside Betsson.sport, the group’s sports-content and fan-engagement brand.
That distinction has become particularly useful in Belgium because gambling companies are prohibited from front-of-shirt sports sponsorships.
Betsson.sport became the main sponsor of Belgian football club Club Brugge for the 2025-26 season, operating as an infotainment brand rather than a gambling operator.
Belgium has progressively tightened gambling advertising and sponsorship rules while retaining a locally licensed online gambling market.
For Betsson, the change effectively retires a local brand it bought three years ago and replaces it with one of the more recognisable names in European online gambling.
The company operates across approximately 25 key markets in Europe and the Americas.
