BetFIRST, a leader in Belgian sports wagering, unveiled a new online casino brand called betfirstcasino.be. The new gambling site was launched in partnership with Groupe Partouche’s Middelkerke Casino.

According to the announcement, betfirstcasino.be leverages Middelkerke Casino’s recently-acquired A+ casino license to offer online gambling in Belgium. Moreover, the launch aligns with betFIRST’s ambition to solidify its leadership position in the country.

Betfirstcasino.be players can expect to find a variety of exciting betting offerings, including slot games, table games and live casino options.

BetFIRST was acquired by the Betsson Group last year as the latter company sought expansion in the Belgian betting market. The $130 million deal secured Betsson an entry into Belgium, putting it in charge of one of the oldest and most trusted betting companies in the country.

The launch of betfirstcasino.be will solidify Betsson’s presence in the market, allowing it to further capitalize on betFIRST’s popularity in Belgium.

Betsson Is Looking Forward to Solidifying Its Presence in Belgium

Speaking of Betsson, Jesper Svensson, the company’s chief executive officer, said that his team is proud to have acquired betFIRST and is looking forward to scaling up the company. The new online casino will further increase betFIRST’s value while allowing Betsson to form an important relationship with Groupe Partouche.

BetFIRST’s chief executive officer, Alexis Murphy, also commented on the launch of the new brand, saying that it will reinforce his company’s presence in Belgium, allowing it to tap into the lucrative iGaming market.

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.

Alexis Murphy, CEO, betFIRST

Finally, Groupe Partouche’s chief executive officer, Fabrice Paire, shared his thoughts, saying that betfirstcasino.be is poised to become a great addition to the group’s portfolio in the country. Paire pointed out that Groupe Partouche is already working on a landmark casino in Middelkerke that is poised to become the “most iconic casino in Belgium.”

The CEO concluded that the French gambling group is looking forward to conquering both the retail and online sectors in Belgium.