{"id":14207,"date":"2026-10-07T08:57:45","date_gmt":"2026-10-07T07:57:45","guid":{"rendered":"https:\/\/sbceurasia.com\/en\/?p=14207"},"modified":"2026-10-07T08:57:48","modified_gmt":"2026-10-07T07:57:48","slug":"betsson-group-replaces-betfirst-with-its-flagship-brand-in-belgium","status":"publish","type":"post","link":"https:\/\/sbceurasia.com\/en\/2026\/10\/07\/betsson-group-replaces-betfirst-with-its-flagship-brand-in-belgium\/","title":{"rendered":"Betsson Group Replaces betFIRST with Its Flagship Brand in Belgium"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><strong>Betsson Group<\/strong> has launched its flagship <strong>Betsson<\/strong> brand in Belgium, absorbing its existing <strong>betFIRST<\/strong> operation in the European country.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It comes three years on from the group\u2019s initial acquisition of betFIRST, with the Stockholm-listed operator now looking to further grow global recognition of its main brand.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">As part of the rebrand, customers are set to receive platform upgrades, refreshed mobile apps, Betsson-branded live casino content and exclusive games, as well as access to international partnerships and fan engagement opportunities.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The firm\u2019s Belgian betting operations will run alongside its infotainment brand, <strong>Betsson.sport.&nbsp;<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This brand, which provides content, news, scores, and fan engagement, has been the main sponsor of Belgian football giant Club Brugge since the 2025\/26 season \u2014 an ability it maintains as an infotainment brand as opposed to a gambling operator, with front-of-shirt gambling sponsorships in Belgian sport banned.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">On the rebrand, <strong>Jesper Svensson<\/strong>, Chief Executive Officer of Betsson Operations, commented: \u201cThis rebrand is a natural next step in our journey.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cBy 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.\u201d&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Betsson enters established market with main brand&nbsp;<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">According to <strong><em>Blask<\/em><\/strong> data, Belgium is the 28th biggest gambling market in the world and is in Europe\u2019s top 20. The betFIRST brand ranks as the ninth-largest in the country.\u00a0<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">With the rebrand, Betsson will be hoping to challenge market leaders <strong>Star Casino <\/strong>(not to be confused with its own StarCasino brand in Italy and Spain), <strong>Unibet<\/strong> and <strong>bwin<\/strong>, while furthering the international exposure of the Betsson brand.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The firm has a history of being able to further its international presence, demonstrated by the fact that it is now active in 25 key markets across Europe, South America and North America, but Svensson recently revealed to <strong><em>SBC News<\/em><\/strong> his concerns around the current climate.\u00a0<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Speaking to <strong><em>SBC\u2019s<\/em><\/strong> Managing Director, <strong>Andrew McCarron<\/strong>, Svensson admitted that a pan-EU tax \u201ccould be an effective way to unify the European framework\u201d, but warned that it would be unsustainable should it come on top of existing local taxes.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">He continued: \u201cIt is not sustainable for the regulated industry to absorb constantly rising taxes. Ultimately, it isn\u2019t good for the host countries either.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cWhen tax levels become too high, the competition doesn\u2019t come from other regulated companies; it comes from the black market.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">However, it seems that Svensson and the company\u2019s hopes for Belgium still remain high, as it looks to maximise both revenue and visibility in the country.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Don\u2019t forget to subscribe to our <a href=\"https:\/\/t.me\/sbceurasia\">Telegram channel!<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Betsson Group has launched its flagship Betsson brand in Belgium, absorbing its existing betFIRST operation in the European country. It comes three years on from the group\u2019s initial acquisition of betFIRST, with the Stockholm-listed operator now looking to further grow global recognition of its main brand. As part of the rebrand, customers are set to [&hellip;]<\/p>\n","protected":false},"author":7,"featured_media":9488,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"tdm_status":"","tdm_grid_status":"","footnotes":""},"categories":[5,1,564],"tags":[1126,710,2352,455,486,1674,46,8778,687,4463,17303,4603,2680],"class_list":["post-14207","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-gambling","category-news","category-slider","tag-andrew-mccarron","tag-belgium","tag-betfirst","tag-betsson","tag-betsson-group","tag-bwin","tag-gambling","tag-jesper-svensson","tag-online-gambling","tag-rebranding","tag-star-casino","tag-taxation","tag-unibet"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.1.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Betsson Group Replaces betFIRST with Its Flagship Brand in Belgium - SBC EURASIA EN<\/title>\n<meta name=\"description\" content=\"Betsson Group has launched its flagship Betsson brand in Belgium, absorbing its existing betFIRST operation in the European country.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/sbceurasia.com\/en\/2026\/10\/07\/betsson-group-replaces-betfirst-with-its-flagship-brand-in-belgium\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Betsson Group Replaces betFIRST with Its Flagship Brand in Belgium - 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