BetFIRST

betFIRST is a brand owned by Betsson AB, an online gambling company that operates various websites offering casino games, poker, bingo, sports betting, and scratch cards under more than 20 online gaming brands. Betsson AB holds licenses in several regulated markets, including Belgium. Since 2011, SAGEVAS S.A. has held an F license for sports betting and agencies, and since 2014, it has obtained a License B+ for online casinos. In 2013, it acquired the B license for casino games and arcade games through the acquisition of the company B&M, which previously held the license. In 2024, Betsson AB formed a partnership with the Casino de Middelkerke, owned by Groupe Partouche, which holds an A+ casino license. betFIRST has emerged as one of the top three players in the Belgian betting sector.