Betsson to cease US B2C operations by the end of September
4th September 2024 9:04 am GMT
Betsson is closing down its Betsafe sportsbook brand in Colorado, ending the company's consumer facing business in the United States.
Betsafe will no longer accept new player registrations or deposits from September 6, and customers are encouraged to withdraw their funds by September 27. The online sportsbook will close permanently on September 30.
Betsson launched Betsafe in Colorado in March 2022 under a 10-year market access agreement with the Dostal Alley Casino, with the launch meant to showcase Betsson's proprietary technology as a B2B solution for North American operators.
The Betsafe brand will still have a presence in North America as it is still live in Ontario.
The withdrawal of Betsafe marks the second sportsbook in recent weeks to exit the Colorado market.
A spokesperson for Betsson told Gaming Intelligence: “Betsson has decided to discontinue its B2C operations in Colorado 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.”
Shares in Betsson AB (STO:BETS-B) were trading 1.07 per cent lower at SEK127.32 per share in Stockholm Wednesday morning.
