Betsson replaces betFIRST with its own brand in Belgium

betFIRST is now Betsson. On 5 October 2026 Betsson Group moved its Belgian online betting and casino operation from the betFIRST name to its flagship Betsson brand. By that evening, betfirst.be was already redirecting visitors to betsson.be.

It is a rebrand rather than a new entry. Betsson bought betFIRST in June 2023, and the operation keeps running under the existing Belgian licence. The group says customers keep "the same trusted products and services", now with platform upgrades, refreshed mobile apps, Betsson-branded live casino content and what it calls exclusive games. It has not named those games or announced any promotion tied to the switch.

What it means if you had a betFIRST account

On Betsson's own account, the licence and the product line-up carry over, so the change is mostly the name on the site and in the apps. Two practical points are worth checking yourself: that the app you have installed is the refreshed Betsson version, and that any deposit limits or other responsible-gambling settings you had set at betFIRST still show in your account after the move. The release does not say anything about migration steps, so treat the operator's own help pages as the authority on that.

One licence, two Betsson names

Belgian football fans will already know the name from Betsson.sport, which has been on Club Brugge shirts since Betsson Group became the club's main sponsor in June 2025. Betsson says the two now have separate jobs in Belgium. Betsson is the gaming and betting brand. Betsson.sport is a sports content platform covering news, scores and fan engagement, and it does not take bets.

The licence detail matters in Belgium, where an online casino is tied to a land-based one. According to European Gaming, the operation holds an F1+ online sports-betting licence (betFIRST was the first to get one, in 2011) and an A+ online casino licence secured in 2024 through Groupe Partouche's Middelkerke Casino. The regulator is the Belgian Gaming Commission.

"This rebrand is a natural next step in our journey," said Jesper Svensson, CEO of Betsson Operations. Aligning under one name, he said, lets the group "unlock broader marketing synergies" and "strengthen our global identity".

That is the business case in a sentence: one brand to market instead of two. EGR Intel adds that Betsson is also looking for a new country manager for Belgium.

This is a Belgian change only. Nothing changes for Betsson customers in the Nordics or other markets.

18+. Gambling should stay a paid pastime. If it stops feeling like one, see responsible play. For another Benelux licensing story, see the KSA's eight online licence renewals in the Netherlands (a separate regime from Belgium's).