Betsson, a prominent online gaming company, is expanding its presence in Belgium! They recently purchased BetFirst, a well-known Belgian wagering platform, for a substantial €120 million. This agreement also includes certain incentives based on performance, which could total up to €3 million.
This strategic acquisition provides Betsson with a significant presence in the regulated Belgian market. BetFirst, with its impressive 2022 earnings (€51.2 million in revenue!), is projected to considerably increase Betsson’s profits.
Furthermore, Betsson is collaborating with the French casino powerhouse, Partouche Group. This alliance will introduce a novel online casino platform to Belgian users later this year.
Pontus Lindwall, Betsson’s CEO, is enthusiastic about these advancements. He views Belgium, along with other regulated sectors, as crucial to Betsson’s expansion plan. By employing this dual strategy of acquiring an established brand and partnering with a local leader, Betsson is poised to become a dominant player in the Belgian gaming industry.
In order to guarantee a seamless takeover, Betsson has formed a group of specialized consultants. For the financial aspects, they’ve engaged Lazard, while Gernandt & Danielsson are offering high-caliber legal counsel. To address the particular legal requirements of Belgium, they have enlisted the seasoned professionals at Van Bael & Bellis along with Edson Legal.