Betsson AB has discontinued its US B2C brand but maintains that its B2B sportsbook technology services remain open and actively seeking North American partners.
The Stockholm-listed gambling group launched its Betsafe brand in Colorado in March 2022 through a state partnership with the Dostal Alley Casino.
At the time, Betsson’s leadership noted that it had chosen to soft-launch Betsafe in Colorado to help the business fine-tune its technology systems for US markets.
“Betsson has decided to discontinue its B2C operations in Colorado (USA) at the end of September 2024. Therefore, for the foreseeable future, we will not have any B2C offering in the US,” read a statement submitted to SBC.
“As communicated initially, our B2C operations in Colorado served primarily to showcase our sportsbook for B2B purposes and to provide us with valuable first-hand insights into the dynamics of the US online sports betting market.”
This decision allows the Betsafe brand to maintain its North American profile in the regulated market of Ontario, Canada.
In 2023 and 2024, several European gambling companies, including Kindred Group, Evoke, and NYSE-listed Betway, revised their North American strategies, announcing their exit from the US market.
European firms explained that their US withdrawals were part of corporate reorganisation strategies prioritising cost controls and expenditure, where US growth was no longer a desired focus.
Betsson continues to aim at accelerating the development of its B2B sportsbook platform, which led to the company acquiring Sporting Solutions‘ pricing and risk management services from Groupe FDJ in August.
The firm’s B2B expansion targets new partnerships in North America, Latin America, and Central Europe.