Betsson enters Colorado with H1 2021 sportsbook plans
Malta-headquartered operator inks 10-year market access deal with Dostal Alley Casino
Swedish gaming operator Betsson Group will launch its debut US sportsbook in Colorado in the first half of 2021.
It follows Betsson’s agreement of a 10-year market access deal with the Dostal Alley Casino, which operates in Central City, Colorado.
“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 AB 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.
In February, Lindwall told analysts the operator was actively exploring opportunities to offer its sportsbook platform in the States.
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.
Half a dozen sportsbooks have gone live in Colorado since its launch on May 1.
Betsson came 10th in EGR’s annual Power 50 rankings for 2019, sitting just behind 888, Gamesys and William Hill, which have a US presence.