Betsson's Betfirst teams up with Partouche Group's Middelkerke Casino to launch online casino in Belgium

Belgian sports betting and gaming operator Betfirst has partnered with Partouche Group’s Middelkerke Casino to launch a new online casino in Belgium. The new online casino received an A+ license owing to its new partnership, with Betfirst looking to become the “country’s leading operator” in online casinos.

Back in 2011, the Betsson-owned sportsbook became the first to obtain an online sports betting license in Belgium, and now aims to become the leading operator in the online casino market with its recently secured license. The new deal will see Betfirstcasino.be feature a range of slots, table games, and live casino products.

Betsson announced the acquisition of Betfirst in June 2023 for a total sum of €120 million ($130 million). The acquisition was part of Betsson's strategy to achieve profitable growth in locally regulated markets. After the deal came through, Betsson secured a leading position in the Belgian iGaming sector, which now seeks to reinforce.

Betsson Operations CEO Jesper Svenssen stated: “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.”

The up-front consideration for the acquisition was €117 million ($125.5 million), with an additional €3 million ($3.2 million) paid out by Betsson as earnout incentives, ‘should certain agreed financial targets be reached’.

Alexis Murphy, Betfirst CEO, 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.” 

Partouche CEO Fabrice Paire concluded: “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.”