Betsson targets US sportsbook launch in H1 2021
Malta-headquartered operator inks 10-year B2C deal with Colorado’s Dostal Alley Casino
Betsson Group will launch its debut US sportsbook offering in the first half of 2021, the Stockholm-listed operator has confirmed.
It follows Betsson’s agreement of an initial 10-year B2C market access deal with the Dostal Alley Casino, which operates in Central City, Colorado.
On 1 May, Colorado became the 18th US state to launch sports betting, while 33 sports betting licences have been awarded.
Several industry heavyweights have already inked market access deals, including bet365, GVC’s Roar Digital and US DFS stalwarts DraftKings and FanDuel, which both signed deals with the Twin River group. Half a dozen online sportsbooks are currently live.
With its favourable market conditions, including a 10% tax on net betting proceeds and no requirement for players to register in person at casinos for mobile betting, Colorado is expected to eventually attract 15-20 online sportsbook brands, making it one of the most competitive sports betting states.
“This initiative is a first and cautious step into the US market, designed to benefit Betsson with key learnings, brand presence and initial customers,” Betsson said in a statement.
As part of the expansion into the US market, Betsson has said it will open a small office in Colorado but has not given details of expected staffing levels. It is also understood the operator will operate under the Dostal Alley Casino licence.
Betsson Group CEO Pontus Lindwall said he was excited to reach the “milestone” of US market entry, citing the potential of the nascent Colorado market in building the group’s US presence.
“We have followed the development in the US closely since the possibility of a repeal of the PASPA and have carefully considered ways to enter the market,” said Lindwall.
“We are now looking forward to exploring the potential with our proprietary sportsbook,” he added.
The Malta-headquartered firm has also said it will look to engage in B2B proprietary sportsbook deals with US operators in the future, once its US operations develop.
Speaking about the new agreement, Dostal Alley Casino CFO CinDee Spellman said: “As a company with over 28 years in the gaming business, we are thrilled to welcome Betsson to the US as we partner with them for online sports betting in Colorado.
“With their decades of experience in online gaming, we are confident that they will bring the very best experience to players in the Centennial State,” Spellman added.