Betsson Group, a leading player in the global online gaming and sports betting industry, has confirmed its decision to discontinue its B2C operations in the United States by the end of September 2024. This move marks the end of the Betsafe brand’s presence in the US market, where it first launched its mobile sportsbook app in Colorado in partnership with Dostal Alley Casino.

Betsson Group Confirms Exit from US B2C Market: End of Betsafe Operations in Colorado

While the decision to exit the US B2C market might seem surprising to some, Betsson’s leadership remains steadfast in their commitment to expanding and refining their global portfolio, especially in B2B services. The Betsafe launch in Colorado served a strategic purpose, primarily as a showcase of their sportsbook technology for B2B clients in the US, rather than a long-term B2C venture.

Betsafe’s Journey in Colorado: A B2B Showcase

When Betsson Group first introduced its Betsafe sportsbook app in Colorado, it was regarded as a strategic foothold in the lucrative and rapidly expanding US sports betting market. Betsson’s decision to enter Colorado came as part of a partnership with Dostal Alley Casino, a local gaming operator, allowing the European giant to test the waters of the US sports betting space.

At the time of the launch, Betsson stated that this move was part of its broader B2B strategy. The Betsafe brand served as a live showcase of the company’s sportsbook product to potential B2B clients, enabling Betsson to display its technical capabilities in a real-world environment. The app offered US sports betting enthusiasts a broad range of features, including live betting, competitive odds, and an intuitive user interface.

However, despite the positive reception, the sportsbook was always intended to be a stepping stone toward larger ambitions within the B2B sector. As stated by a Betsson Group spokesperson, the decision to discontinue operations in Colorado is in line with the company’s long-term vision, which focuses more heavily on B2B partnerships and less on direct-to-consumer offerings in the US market.

Betsson’s Continued Presence in North America: Success in Ontario

While Betsson is exiting the US B2C market, the company still maintains a strong foothold in North America through its operations in Ontario, Canada. In February 2023, Betsson launched the Betsafe brand in Ontario, offering a comprehensive range of B2C services including sports betting and an online casino.

Ontario’s regulated gaming market has provided Betsson with a solid foundation to grow its brand in North America. The Betsafe app in Ontario allows users to place wagers on various sports, while also offering an impressive selection of online casino games. The company’s success in Ontario underscores Betsson’s ability to operate effectively in North American markets while adhering to local regulatory standards.

Unlike its venture in Colorado, which primarily served as a B2B showcase, the Ontario operation is fully focused on the B2C market. This distinction demonstrates Betsson’s adaptability and strategic planning when it comes to tailoring its offerings to meet specific market needs.

The Decision to Exit the US B2C Market: Strategic Focus on B2B

As Betsson prepares to conclude its B2C operations in the United States, the company remains focused on its B2B strategy. According to the company’s leadership, the Betsafe launch in Colorado was never intended to be a long-term endeavor, but rather a way to gather valuable insights into the US sports betting market and showcase its sportsbook technology.

A Betsson Group spokesperson elaborated on this decision, stating, “Betsson has decided to discontinue its B2C operations in Colorado (USA) at the end of September 2024. So, for the foreseeable future, we will not have any B2C offering in the US. As communicated initially, our B2C operations in Colorado served primarily to display our sportsbook for B2B purposes and to provide us with valuable first-hand insights into the dynamics of the US online sports betting market.”

The decision to withdraw from the US B2C market aligns with Betsson’s overarching goal of expanding its B2B portfolio in North America. By showcasing its technology in the US market through Betsafe, Betsson was able to demonstrate the flexibility, reliability, and user-friendly design of its sportsbook product. This real-world demonstration is expected to open doors for future B2B collaborations with US-based operators looking to enhance their sports betting platforms.

Multi-Year Global Betting Sponsorship with Premier Padel

In addition to the news of Betsson’s exit from the US B2C market, the company has also confirmed a multi-year global betting sponsorship with Premier Padel, further strengthening its presence in the global sports betting scene.

This partnership highlights Betsson’s continued investment in sponsorship deals that align with its global strategy of enhancing brand visibility and engaging with international sports audiences. By securing a sponsorship with Premier Padel, Betsson positions itself as a key player in the emerging padel sports market, further diversifying its portfolio of strategic alliances.

FAQs About Betsson Group Confirms Exit from US B2C Market

1. What decision has Betsson Group made regarding its B2C operations in the US? 

Betsson Group has decided to discontinue its B2C operations in the United States by the end of September 2024, marking the end of the Betsafe brand in the US market.

2. Why is Betsson Group exiting the US market? 

The decision to exit the US market is part of Betsson’s strategy to focus on B2B services. The company used its B2C operations in Colorado primarily as a showcase of its sportsbook technology to attract B2B clients rather than as a long-term B2C venture.

3. When will Betsson end its B2C operations in Colorado? 

Betsson will end its Betsafe operations in Colorado at the end of September 2024.

4. What was the purpose of the Betsafe launch in Colorado? 

The launch of Betsafe in Colorado was intended to showcase Betsson’s sportsbook product for B2B purposes, allowing potential clients to see the platform’s capabilities in a live market setting.

5. Did Betsson’s B2C operations in Colorado succeed? 

While the Betsafe sportsbook app in Colorado was well-received and offered competitive features, it was always intended to serve a B2B demonstration role rather than a long-term B2C project.

6. Will Betsson still operate in North America after its US exit? 

Yes, Betsson will continue its North American operations through its Betsafe brand in Ontario, Canada, where it offers sports betting and online casino services.

7. What is Betsson’s strategy in Ontario, Canada? 

In Ontario, Betsson operates as a B2C provider, offering sports betting and online casino games. This market remains a key focus for the company in North America.

8. How does Betsson’s approach differ between the US and Canada? 

In the US, Betsson’s B2C operations served primarily as a B2B showcase, while in Canada, particularly in Ontario, the company is fully committed to the B2C market.

9. Will Betsson return to the US market in the future? 

For now, Betsson does not plan to re-enter the US B2C market but remains focused on expanding its B2B services. However, the company may explore opportunities in the future as market dynamics evolve.