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Betsson Group has announced its decision to withdraw from the Colorado market, effective at the end of September 2024. This move marks the end of Betsson’s B2C operations in the state, which began in March 2022 under its Betsafe brand following GLI 33 certification. The company also established a Denver office to support its B2B initiatives.
A Betsson spokesperson elaborated on the decision, stating, “Betsson has decided to discontinue its B2C operations in Colorado (USA) at the end of September 2024. So, for the foreseeable future, we will not have any B2C offering in the US.”
The spokesperson further explained that the Colorado operations were primarily designed to showcase the sportsbook and gain insights into the US online sports betting market. This strategy was aimed at understanding market dynamics, even though the company will no longer operate directly in Colorado.
Despite its exit from Colorado, Betsson is making notable strides in Latin America. The company has recently completed its second expansion phase with a new product launch in Colombia, in collaboration with Hacksaw Gaming. Since their partnership began in 2021, Betsson and Hacksaw Gaming have introduced new titles to players in several countries, including Croatia, Greece, Italy, Denmark, and Estonia. Hacksaw Gaming described their collaboration with Betsson as “nothing short of triumphant.”
In addition to the product launch, Betsson has secured a significant sponsorship deal with Colombian football club Atlético Nacional. This three-year agreement will see Betsson’s logo prominently displayed on both the men’s and women’s team jerseys for the 2024 season. Notably, this marks the first jersey redesign for Atlético Nacional in 23 years.