Betsson lands in Belgium and replaces the betFIRST brand
The group completes the migration of betFIRST to its main brand, maintains the Belgian license and reinforces its international unification strategy under Betsson.
Betsson Group has officially launched its Betsson brand in Belgium, replacing betFIRST, which the group acquired in June 2023.
The transaction represents a new brand migration within the group's international strategy, which seeks to gain consistency, scale and global recognition by concentrating more and more markets under the Betsson banner.
Belgian customers will maintain existing products and services, now bolstered with platform enhancements, new mobile apps, live casino content under the Betsson brand, exclusive games and access to international agreements and engagement actions.
Jesper Svensson, CEO of Betsson Operations, sees the change as "a natural step" that will generate greater marketing synergies and strengthen the group's global identity.
The company will continue to operate under the existing Belgian license, ensuring continuity for users.
The move also has a clear commercial reading. Betsson had already been building notoriety in the country through Betsson.sport, a sports infotainment brand and main sponsor of Club Brugge since June 2025.
Both brands will coexist with different functions: Betsson as a gaming and betting brand, and Betsson.sport as a platform for content, results and fan relations.
