Betsson, following its acquisition of Betfirst last year, has expanded its presence in the Belgian online gambling market by launching an online casino. This move comes through a collaboration with Groupe Partouche, which owns Middelkerke Casino, enabling the venture. The purchase of Betfirst Group by Betsson for €120.0 million in June 2023 included a partnership with Groupe Partouche aimed at entering Belgium’s iCasino sector.
This new online casino offering has been made possible by securing an A+ casino license through the deal with Middelkerke Casino. Betfirst is setting its sights on becoming a top operator in Belgium’s online casino market. This ambition builds on Betfirst’s history as the initial operator to be granted an online betting license in Belgium after the market was regulated in 2011.
Alexis Murphy, CEO of Betfirst, commented on the launch, emphasizing the company’s goal to mirror its sports betting success in the online casino space. “Betfirst already has the best performing and fastest sports betting app on the Belgian market. We want to replicate this success with the most comprehensive mobile casino offering in Belgium,” Murphy stated.
Jesper Svenssen, Betsson’s operations chief executive, also spoke about the acquisition and the launch, noting the rapid integration and value addition to the business through this partnership.
This expansion into Belgium’s online casino market is part of Betsson’s broader strategy to grow its footprint. The partnership with French casino operator Groupe Partouche was a strategic step, initially focusing on Belgium but with plans to extend into other regulated markets. Groupe Partouche operates land-based casinos in France and Switzerland, indicating potential future markets for online casino ventures, considering the legal status and ongoing legislative changes in these countries regarding online gambling.
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