Betsson Group to Cease B2C Operations in the US

Betsson Group has announced its decision to end its B2C operations in the United States by the close of September 2024.

The company initially entered the US market by launching its mobile sportsbook app under the Betsafe brand in Colorado, in partnership with Dostal Alley Casino. However, it is now planning to exit the region.

At the time of the launch, Betsson described the sportsbook app as “an important component of the company’s B2B strategy in the country.” A recent statement from the company reiterated that the launch was primarily intended to showcase its sportsbook for B2B purposes.

Despite this development, Betsson maintains a presence in North America through its Betsafe brand, which was launched in the Canadian province of Ontario in February last year. The Ontario offering includes a range of B2C services such as sports betting and an online casino.

A Betsson Group spokesperson stated:

“Betsson has decided to discontinue its B2C operations in Colorado (USA) at the end of September 2024. So, for the foreseeable future, we will not have any B2C offering in the US.

“As communicated initially, our B2C operations in Colorado served primarily to display our sportsbook for B2B purposes and to provide us with valuable first-hand insights into the dynamics of the US online sports betting market.”