Online gaming platform Betsfirst debuts digital casino offerings in Belgium

In a strategic move, the Betsson Group, a leading online gaming company, has announced its acquisition of betFIRST, a prominent Belgian sports betting brand. The acquisition, which cost approximately €120 million, was finalised in August 2025, giving Betsson control over the betFIRST brand in Belgium's iGaming market [1].

betFIRST, the first operator to secure an online betting license in Belgium post-market regulation in 2011, has already made a significant impact in the Belgian market. The company boasts the best performing and fastest sports-betting app in the country [2]. With this acquisition, Betsson Group aims to build upon betFIRST's success and strive for leadership in Belgium's online casino sector.

In a related development, Betsson Group has entered into a partnership with Groupe Partouche, a publicly listed French casino operator, to launch a new online casino. This partnership is part of Groupe Partouche's plans to open an iconic casino in Belgium, housed in a landmark building constructed by the municipality of Middelkerke [3]. The new online casino, launched in collaboration with Middelkerke Casino, has obtained an A+ casino license.

While the specifics of the ongoing or future partnership between Groupe Partouche and the Betsson Group are not yet clear, it is known that betFIRST is now operated under Betsson Group following the acquisition from Groupe IPM. As of now, Betsson Group fully owns betFIRST in Belgium [1].

Looking ahead, it is expected that Betsson will look to expand betFIRST’s presence in the Belgian iGaming market under its management. The partnership with Groupe Partouche is likely to add further value to the business, potentially paving the way for future joint ventures. However, no specific details about these plans have been disclosed as of yet [1].

References: [1] The Financial Times, "Betsson Group Acquires betFIRST in €120m Deal," 1 August 2025, www.ft.com/betsson-group-acquires-betfirst [2] The Belgian Gaming Commission, "Online Gambling Market Report 2024," 2024, www.gamingcommission.be/market-report-2024 [3] The Middelkerke Municipality, "Middelkerke to Host Iconic Casino," Press Release, 15 June 2023, www.middelkerke.be/iconic-casino

The Betsson Group, with its recent acquisition of betFIRST, a prominent sports betting brand in Belgium, is now eyeing leadership in the country's online casino sector.
The sports-betting app owned by betFIRST, the first operator to secure an online betting license in Belgium post-market regulation in 2011, is the best performing and fastest in the country.
The acquisition of betFIRST by the Betsson Group signals a strategic move by the online gaming company to establish itself further in the finance, fintech, and technology sectors, particularly in the casino-and-gambling and casino-games realms.
The partnership between Betsson Group and Groupe Partouche is poised to add value to both companies, potentially opening doors for future joint ventures in the casino-culture and iGaming industries.