BetFIRST

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betFIRST is a Belgian online gambling brand owned by Betsson AB. It was launched in 2011 by Groupe IPM to support its media business and quickly became one of Belgium’s top three betting operators. Initially run by Sagevas S.A., betFIRST offers sports betting, online casino games, horse betting, and dice slots across Europe.

In July 2023 Betsson AB took full ownership of betFIRST after acquiring it from IPM for about €120 million. Since then, the brand has expanded its offerings, adding new game suppliers like SYNOT Games in 2023 and Stakelogic Live in 2024, and launching an online casino in partnership with Casino de Middelkerke (which holds an A+ casino license) in 2024.

betFIRST also has a history of sponsorships, including Elite Series (2020), BNXT League (2021), and Royal Antwerp FC (from 2022 for several seasons). A notable moment for the brand was a record win in 2018 of €225,971.99 on its betting platform.

Today, betFIRST is known as a major, Belgian-owned online gambling brand under Betsson AB, offering a wide range of sports betting and casino games with licenses in Belgium.