Betsson Replaces betFIRST in Belgium After €120M Deal

The change went live on October 5. According to Betsson Group, existing customers keep access to the same betting and casino products, with refreshed apps, platform updates, Betsson live casino tables and exclusive games added to the offer.

The Belgian licence is not changing. betFIRST had operated in the market since 2011.

betFIRST Stayed for 39 Months

Betsson announced the acquisition in June 2023. The price was €117 million upfront, with another €3 million available through an earnout.

The deal closed on July 5, 2023. SBC News reported at the time that Betsson had completed the €120 million acquisition of the Belgian operator. That makes the gap between completion and the October 5 rebrand exactly three years and three months.

Betsson did not leave the acquired brand untouched during that period. betFIRST added an online casino in Belgium in February 2024, alongside its existing sportsbook.

The name has now been removed from the customer-facing betting and gaming operation.

Betsson.sport Is Not Part of the Switch

Belgium will still have another Betsson-branded product. Betsson.sport remains a separate sports infotainment platform covering news, scores and fan content. It does not replace the gambling site and is not being folded into it.

The distinction is already visible through Club Brugge. Betsson Group has sponsored the Belgian club since 2025 using Betsson.sport as its sports-facing brand.

The brand change follows an earlier technical integration of the Belgian business. Betsson began moving betFIRST to its own sportsbook in June 2025. By Q3, the group said technical problems during that migration had contributed to lower activity and lower Belgian revenue, while a move to its proprietary Techsson platform was scheduled for 2026.