SBC News Voice of the Sports Betting Industry
betFIRST has partnered with Middelkerke Casino to launch a new online casino in Belgium.
The Betsson-owned sportsbook became the first to obtain an online sports betting licence in Belgium back in 2011, and now aims to become the leading operator in the country with its recently secured A+ casino licence.
Betsson Operations CEO, Jesper Svenssen, stated: “We acquired a market leader in Belgium last summer, and we are delighted that we are already able to add further value for the business through this unique partnership.”
June 2023 saw the board of Betsson AB disclose that it had officially secured definitive terms to acquire betFIRST in a €120m cash offer.
Deal terms were agreed with betFIRST Group, as Betsson AB took a podium position in the Belgium igaming marketplace.
The up-front consideration for the acquisition was €117m, with an additional €3m paid out by Betsson as earnout incentives, ‘should certain agreed financial targets be reached’.
“betFIRST already boasts the best performing and fastest sports-betting app in the Belgian market, and we aim to replicate this success with the most extensive mobile casino offering in Belgium,” added betFIRST CEO, Alexis Murphy.
Launched in partnership with Partouche Group’s Middelkerke Casino, the new deal will see Betfirstcasino.be feature a range of slots, table games and live casino products.
Partouche CEO, Fabrice Paire, concluded: “We will soon be opening what will be the most iconic casino in Belgium, housed in the landmark building constructed by the municipality of Middelkerke.
“It is only right that we partner with the leading Belgian betting and gaming operator to make a success of this new venture in both the physical and online world.”
