A Betsson spokesperson confirmed Tuesday that the company is ending its operations in Colorado, where it operated under the Betsafe brand.
“Betsson has decided to discontinue its B2C operations in Colorado (USA) at the end of September 2024. So, for the foreseeable future, we will not have any B2C offering in the US,” the spokesperson said.
“As communicated initially, our B2C operations in Colorado served primarily to display our sportsbook for B2B purposes and to provide us with valuable first-hand insights into the dynamics of the US online sports betting market.”
Sports betting in Colorado launched in May 2020, but Betsson didn’t launch Betsafe until March 2022. The company partnered with Dostal Alley Casino to enter the state and opened an office in Denver to coincide with the launch.
Colorado marks the first North American B2C launch for Betsson, which has also expanded into the Ontario market.
While the Betsafe app was consumer-facing, much of the launch was also about proving the company’s capabilities as a B2B provider in the North American market.
“We knew our strengths as a large operator and what it was going to take to get into the market. We evaluated coming in as Betsson, but quickly realized that would be too costly. Instead, we decided that, first and foremost, we wanted to bring our technology over here to offer to other partners and providers,” Betsson U.S. Account Director Lance Agostino told SBC Americas at launch.
“One of the first questions we get asked in RFPs or procurement processes is ‘where else are we live in North America?’ So, we decided it was probably more pragmatic and faster to go ahead and get live ourselves with the Betsafe brand, so we are able to play in our own sandbox.”
With the NFL season approaching, Betsson is the latest operator to shut down operations in the US. Last week, Australian operator ClutchBet announced the closure of its BlueBet brand in Colorado, Louisiana, and Iowa. Superbook also announced it was exiting Colorado and other markets outside of Nevada.
In addition, WynnBet, Fubo Sportsbook, Unibet Sportsbook, and Betway have all closed in Colorado.
Despite these closures, Colorado is still a state with more than a dozen active operators.
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