Betsson launches sportsbook under Betsafe brand in Colorado

| By Robert Fletcher
Betsson has announced the launch of its mobile sportsbook app product under the Betsafe brand in Colorado, via a partnership with Dostal Alley.

The Betsafe app will allow consumers in the state to place bets across a range of sports and competitions, offering a number of betting and payment options.

Betsson said the launch in Colorado was made possible by conducting significant regulatory and technological preparations, while its sportsbook also secured the GLI 33 certification from Gaming Laboratories International.

The operator added that the launch of its B2C sportsbook in the state would serve as an opportunity to showcase its proprietary, US-adapted sportsbook for new and existing operators in the country, which would in turn support its B2B strategy in the US.

As such, Betsson has also opened an office in downtown Denver to support its regional B2B operations, while its B2C operations will also be run from the new site.

Betsson added that it had already recruited an account director for its B2B offering and a managing director for its B2C segment, both of which will be based at the Denver office.

“The launch of our proprietary sportsbook in the US is an important milestone,” Betsson’s president and chief executive Pontus Lindwall said.” We are entering a new continent, expanding Betsson’s global reach and further solidifying our B2B and B2C ambitions, thanks to many months of hard work by our product and technology teams to craft a product customised for the US market.”

Betsson first announced plans to launch in Colorado in June 2020 when it reached a 10-year market access agreement with Dostal Alley Casino.

Betsson had planned to launch its B2C sportsbook in Colorado during the first part of 2021, but this date was pushed back.

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