Betsson has replaced the betFIRST brand in Belgium, moving existing customers onto its flagship brand and introducing updated mobile apps and casino-platform features.
The migration went live on October 5, 2026, more than three years after Betsson acquired betFIRST casino app for up to €120 million. The Belgian operation continues under its existing local license, making the change a migration of an established regulated business rather than a new market entry.
For casino players, the most relevant changes are happening at product level. Betsson says the transition includes upgraded mobile applications, platform improvements, Betsson-branded live casino content and additional exclusive games.
betFIRST Players Move to Betsson
Betsson acquired betFIRST in 2023 for €117 million upfront, with a further potential €3 million payment linked to performance.
The operator subsequently expanded the business into online casino through its partnership with Casino Middelkerke, part of Groupe Partouche. The Belgian online casino launched in 2024.
The latest change effectively retires the betFIRST consumer brand and brings the Belgian operation into Betsson's wider international product ecosystem.
Existing customers are being migrated rather than required to join an entirely new gambling operation. For players, the practical test will be how smoothly accounts, balances, login credentials and other existing account features carry across to the new product.
The transition also raises questions about changes to casino navigation, search and filtering, live casino functionality, payment flows and overall mobile performance.
Betsson Continues European Brand Consolidation
Belgium is not Betsson's first European market to undergo this type of consolidation.
The company previously migrated its Betsafe operation in Lithuania to the Betsson brand in 2025. Betsson says moving local operations onto its flagship brand provides greater consistency and scalability across regulated markets.
For Belgian players, however, the important issue is simpler. It is whether the new Betsson app actually provides a better experience than the betFIRST product it replaces.
That will depend less on the new branding and more on account migration, stability, loading performance, navigation, payments and how well the casino performs on mobile devices.
Sources Used
Betsson Group. (2026, October 5). Betsson launches in Belgium.
Betsson Group. (2023). Betsson acquires betFIRST and enters partnership with Groupe Partouche.
Betsson Group. (2024). betFIRST launches online casino in Belgium.
SBC News. (2026, October 5). Betsson launches flagship brand in Belgium following betFIRST migration.