Betsson is gradually replacing betFIRST
•
24 Sep 2026 •
Reading time: 2 minutes
The transition from betFIRST to Betsson is becoming apparent in Belgium. The sports betting website now redirects to Betsson, whilst the betFIRST casino already displays the Swedish brand’s logo.
Betsson is making its presence felt where betFIRST still dominated
Several signs indicate that Betsson is beginning to directly take betFIRST’s place in the Belgian online gambling market.
The address sports.betfirst.be, previously associated with betFIRST’s Belgian operations, now redirects to betssonsports.be. As for the casino, betfirstcasino.be redirects to betssoncasino.be. The betsson.be website serves as a hub linking the various operations.
These changes come less than three weeks after the first signs suggesting that the Swedish group was preparing a rebrand in Belgium.
The official licence has also changed
Licence F1+ 116764 remains associated with SAGEVAS SA/NV but is now linked to the address www.betssonsports.be.
The betfirstcasino.be website has now been replaced by betssoncasino.be. This platform has been operating since 2024 under licence A+ 595153, linked to the Middelkerke Casino. Betsson does not hold this licence directly but relies on a partnership with the Partouche Group, the owner of the Middelkerke Casino.
The operating company therefore remains the same. It is primarily the visible brand and the address used by players that are changing. A change of trading name can therefore be considered without the need for a new F1+ licence, subject to the necessary adjustments being made in accordance with the regulator’s requirements.
Betsson has been operating in Belgium since 2023
The Swedish group has been established in the country since July 2023, when the acquisition of betFIRST was finalised. Betsson also presents betFIRST as its Belgian operator aimed directly at players.
In 2024, the group also launched a comprehensive online casino offering in Belgium via betFIRST and the A+ licence held by Middelkerke Casino.
The real change therefore concerns the identity presented to the public. For more than three years, Betsson has retained the local brand it acquired in 2023. This period now appears to be drawing to a close.