Betsson Group has launched its flagship Betsson brand in Belgium, replacing its existing betFIRST operation three years after acquiring the business.
The Stockholm-listed operator said the rebrand is aimed at strengthening the global recognition of the Betsson brand and expanding its presence in the Belgian market.
The rebrand will bring a range of changes for customers, including platform upgrades, redesigned mobile apps, Betsson-branded live casino content, and exclusive games. Customers will also gain access to Betsson’s international partnerships and fan engagement initiatives.
Betsson’s Belgian betting operations will run alongside its infotainment brand, Betsson.sport, which provides content, news, scores and fan engagement.
Betsson.sport has been the main sponsor of Belgian football club Club Brugge since the 2025/26 season. The sponsorship will continue under the infotainment brand, as front-of-shirt gambling sponsorships in Belgian sport are banned.
“This rebrand is a natural next step in our journey,” Jesper Svensson, Chief Executive Officer of Betsson Operations, 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.”
Belgium is the world’s 28th-largest gambling market and ranks among Europe’s top 20, according to Blask data. The betFIRST brand is the ninth-largest in the country.
Betsson will seek to strengthen its position against leading operators including Star Casino, Unibet and bwin as it increases the visibility of its flagship brand in Belgium. The company is currently active in 25 key markets across Europe, South America, and North America.