Betsson replaces betFIRST brand in Belgium
The group says its existing Belgian operation will continue under its current licence as the customer-facing business transitions to Betsson.
Reviewed by iGaming News Desk
Betsson has launched its namesake betting and gaming brand in Belgium, replacing betFIRST at the operation it acquired in June 2023. The company announced the transition on 5 October and said its Belgian business will continue under the existing licence. [1] [2]
The announcement describes a brand migration of an established operation, not a new market entry. Betsson says Belgian customers will continue to have the same products and services as the business moves under the group brand. It also lists platform upgrades across Betsson Casino and Betsson Sportsbook, refreshed mobile apps, Betsson-branded live-casino content and exclusive games among the enhancements associated with the transition. [1] [2]
Betsson said the betting and gaming brand will coexist in Belgium with Betsson.sport, which it describes as a separate sports infotainment platform for content, news, scores and fan engagement. The company says Betsson Group has sponsored Club Brugge through Betsson.sport since June 2025. That distinction helps clarify the scope of the announcement: the infotainment brand was already visible in Belgian football, while the group’s local betting and gaming operation is now carrying the Betsson name. [1]
The change brings an operation acquired three years ago under Betsson’s consumer brand. The announcement does not give a separate timetable for the listed product upgrades, so it does not establish which enhancements were already available on launch day. [1]
Sources
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