Betsson Replaces betFIRST Brand In Belgium Three Years After Acquisition

Betsson Group has replaced betFIRST with its flagship Betsson brand in Belgium, three years after buying the local operator. The betting and casino business will keep operating under the existing Belgian licence while customers transfer to the Betsson platform.

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Good to Know

• Betsson acquired betFIRST in June 2023 and completed the Belgian rebrand in October 2026.
• Existing customers will get updated apps, new casino content and access to wider Betsson promotions and partnerships.
• Betsson.sport will remain separate from the gambling brand and continue its Club Brugge partnership.

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betFIRST Brand Makes Way For Betsson

Belgium now becomes another market where Betsson Group has consolidated a local operation under its main global brand. Betsson said the change will give the Belgian business closer links to its wider technology, casino content and international marketing network.

Customers will see refreshed mobile apps, platform upgrades, Betsson branded live casino tables and exclusive games. The company will also connect Belgian users with international partnerships and fan initiatives used across other Betsson markets.

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 change removes betFIRST from the main consumer betting operation after more than a decade in Belgium. betFIRST launched in 2011 and had already built a strong local position before Betsson completed its acquisition in 2023.

Belgium also gives Betsson a market where local licensed brands hold a large share of online gambling attention. Blask data from 2026 placed Star Casino, bwin and Unibet among the leading brands, while an earlier market analysis also listed betFIRST among the better known regulated operators.

Betsson Keeps Gambling And Sports Media Brands Separate

Betsson will not use the same structure for its Club Brugge sponsorship.

Betsson.sport will remain the sports infotainment brand covering scores, news, statistics and fan content. Club Brugge signed a three year agreement with Betsson Group in June 2025, with the partnership running through 2028.

The split gives Betsson two distinct Belgian brands. Betsson handles online casino and sports betting, while Betsson.sport operates outside gambling as a sports media product.

Betsson Group uses a similar global brand strategy elsewhere. Betsson remains its primary international gambling brand, while regional names such as Betsafe, Nordicbet and Rizk continue in selected markets.

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FAQ

What happened to betFIRST in Belgium?

Betsson Group replaced the betFIRST betting and casino brand with Betsson in October 2026. The operation continues under its existing Belgian licence.

When did Betsson buy betFIRST?

Betsson Group acquired betFIRST in June 2023.

What changes for betFIRST customers?

Customers will get updated mobile apps, platform changes, Betsson branded live casino content and additional games and promotions.

Is Betsson.sport the same as Betsson Belgium?

No. Betsson is the gambling brand, while Betsson.sport focuses on sports scores, news, statistics and fan content.

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