Belgian sports betting operator betFIRST, acquired in June 2023 by the Betsson Group, has launched a new online casino offering in partnership with Middelkerke Casino. 

As a result of the collaboration and the launch, betFIRST is looking to expand as a key sports betting player in the US through a new casino offering. 

Alexis Murphy, CEO of betFIRST said, “betFIRST already boasts the best performing and fastest sports-betting app in the Belgian market, and we aim to replicate this success with the most extensive mobile casino offering in Belgium.”

Middelkerke Casino is owned by the publicly listed French casino operator, Groupe Partouche, as the European firms look to bring together expertise to maximise success in the Belgian market.

Fabrice Paire, CEO of Partouche added on the deal: “We will soon be opening what will be the most iconic casino in Belgium, housed in the landmark building constructed by the municipality of Middelkerke. It is only right that we partner with the leading Belgian betting and gaming operator to make a success of this new venture in both the physical and online world.

Jesper Svenssen, CEO of Betsson Operations concluded: “We acquired a market leader in Belgium last summer, and we are delighted that we are already able to add further value for the business through this unique partnership.”