BetFIRST, a prominent name in Belgian sports betting, has announced the launch of its new online casino brand, The collaboration with Groupe Partouche’s Middelkerke Casino has paved the way for this exciting new venture.

The new gambling site,, has utilized the A+ casino license recently acquired by Middelkerke Casino to offer online gambling services in Belgium. This move is in line with BetFIRST’s goal to strengthen its position as a leader in the country’s betting industry.

Players can look forward to a diverse range of betting options on, including slot games, table games, and live casino offerings.

Last year, BetFIRST was acquired by the Betsson Group, marking the latter’s entry into the Belgian market. The acquisition, totaling $130 million, granted Betsson control over one of Belgium’s oldest and most reputable betting companies. The launch of further cements Betsson’s presence in the market, enabling it to capitalize on BetFIRST’s already established popularity in Belgium.

Jesper Svensson, the CEO of Betsson, expressed pride in the acquisition of betFIRST and highlighted the company’s plans to expand. The introduction of the new online casino is expected to enhance the value of betFIRST while fostering a valuable relationship between Betsson and Groupe Partouche.

Alexis Murphy, CEO of BetFIRST, voiced his enthusiasm for the launch of the new brand, emphasizing its role in solidifying the company’s presence in Belgium. He aims to leverage the lucrative iGaming market, building on the success of betFIRST’s sports betting app to offer an extensive mobile casino experience in Belgium.

Fabrice Paire, the CEO of Groupe Partouche, also shared his excitement about the addition of to the group’s portfolio. He indicated that Groupe Partouche is working on a landmark casino in Middelkerke, aspiring to make it the most iconic casino in Belgium. Paire looks forward to establishing a strong presence in both the retail and online sectors of the Belgian gambling market.

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