Betsson enters US mobile sports betting market via Betsafe launch, new office in Colorado

Swedish online gaming operator Betsson has launched its mobile sportsbook product in the state of Colorado, its first in the U.S. The Betsafe app launched on Monday, through a partnership with Dostal Alley Casino in Central City.

“The Business-to-Consumer (B2C) launch of Betsafe serves as an opportunity to showcase Betsson's proprietary, U.S.-adapted sportsbook for new and existing operators on the market, making it an important component of the company's Business-to-Business (B2B) strategy in the country,” the company described in a press release.

Additionally, and in connection with the launch, the European operator has also opened an office in downtown Denver. The primary purpose of the new division will be to support regional B2B operations.

An Account Director for the B2B offering in the United States has also been recruited, the company says. B2C operations will also be run from the Denver office, and a Managing Director for the B2C offering “is already on the ground.”

Dostal Alley Casino in Central City.

"The launch of our proprietary sportsbook in the U.S. is an important milestone,” said Pontus Lindwall, CEO and President of Betsson. “We are entering a new continent, expanding Betsson's global reach and further solidifying our B2B and B2C ambitions, thanks to many months of hard work by our product and technology teams to craft a product customized for the U.S. market."

According to the company, the launch in Colorado follows the conduction of significant regulatory and technological preparations. These have ensured that Betsson’s sportsbook meets the high standards required in the United States.

The GLI 33 certification that testing and certification company Gaming Laboratories International (GLI) issued for the sportsbook in Colorado is also necessary for operating in several states. Thus, Betsson describes it as “an important cornerstone” in the establishment of its B2B sportsbook offering in the country.

Colorado bettors may find the app available for download via iOS and Android. The company describes it as providing players with a wide range of sports categories, a variety of betting and payment options, competitive odds, and engaging promotions for residents and visitors.

We've just launched our mobile app sportsbook product under the Betsafe brand in Colorado, U.S.A! This is an opportunity to showcase our proprietary, U.S.-adapted sportsbook for new/existing operators - an important component of our B2B strategy in the US. https://t.co/NNu49YGJUK pic.twitter.com/4caGiOvPAN

— Betsson AB (@BetssonAB) March 28, 2022

Holding company Betsson AB is one of the largest in gaming in Europe, investing in and managing businesses within the online space. The company is listed on Nasdaq Stockholm and aims to expand its presence to other markets, both organically and through acquisitions.

Betsson first announced plans to launch in Colorado in June 2020, when it unveiled it had reached a 10-year market access agreement with Dostal Alley Casino. The company originally intended to launch its sportsbook in the first part of 2021, a date that was later pushed back.

“This is a strategic move reflecting Betsson's drive to grow in new regulated markets, providing access for Betsson to the rapidly expanding online sports betting market in the US,” the company said at the time. “This initiative is a first and cautious step into the US market, designed to benefit Betsson with key learnings, brand presence and initial customers.”

The market entry is set to reflect Betsson’s general business strategy “of prudence,” where the aim is “to grow in a financially safe manner,” with low risk, while ensuring a long-term sustainable and growing business.