betFIRSTis a brand owned byBetsson AB,anonline gamblingcompany that operates various websites offering casino games,poker,bingo,sports betting,and scratch cards under more than 20 online gaming brands. Betsson AB holds licenses in several regulated markets, including Belgium.[1]Since 2011, SAGEVAS S.A. has held an F license for sports betting and agencies, and since 2014, it has obtained a License B+ for online casinos. In 2013, it acquired the B license for casino games and arcade games through the acquisition of the company B&M, which previously held the license. In 2024, Betsson AB formed a partnership with the Casino de Middelkerke, owned by Groupe Partouche, which holds an A+ casino license.[2]betFIRST has emerged as one of the top three players in the Belgian betting sector.[3]
| Founded | 2011 |
|---|---|
| Headquarters | , |
| Area served | Europe |
| Founder(s) | Groupe IPM |
| Industry | Online gambling |
| Services | Onlinebettingand gaming,Horse betting,casino |
| URL | betfirst |
History
editbetFIRST was established in 2011 by Groupe IPM, a Belgian company with interests in media, advertising, travel, insurtech, investment in innovation projects, and sports betting. Initially formed by François le Hodey, head of the IPM S.A. press group, the aim was to create a new sports betting brand, betFIRST, to generate additional revenue for press shops and support print media.[4][5]Notably, betFIRST is one of the few online sports betting operators that is 100% Belgian-owned. Sagevas S.A., the company offering sports betting under the betFIRST label, was a subsidiary of the IPM press group, publisher of DH.
In 2018, a Belgian bettor made headlines by winning an exceptional €225,971.99 on the betFIRST sports betting platform, a record at that time.[6]
In 2023, the IPM Group announced its withdrawal from the sports betting sector, selling betFIRST to the Swedish Betsson AB Group. This move aimed to strengthen Betsson AB's presence in the Belgian market.[7]The acquisition, valued at €120 million,[8]was facilitated by Sagevas, the company operating the betFIRST brand.[9]The IPM Group, along with family investors, held more than 50% of betFIRST, alongside CEO Alexis Murphy and French entrepreneur Jacques Elalouf, who owned over a third of the shares.[10]That same year, betFIRST announced the expansion of its supplier range by adding SYNOT Games to its game library.[11]
In February 2024, betFIRST further expanded its offerings with Stakelogic Live.[12][13]
Products
editSports betting
editbetFIRST offers a wide range of sports betting options, including football, tennis, basketball, and more.[14]
Dice
editbetFIRST provides a diverse selection of casino games and Dice Slots slot machines.[15]
Live Casino
editIn 2024, betFIRST launched an online casino in partnership with Casino de Middelkerke, leveraging its A+ license.[13]
Shareholders
editList of main shareholders at 15 June 2023.[16]
| IPM Group and family investors | 62% |
| Jacques Elalouf | 38% |
Since July 5, 2023, Betsson AB has held 100% of the shares following the acquisition of all shares of SAGEVAS and TF Holding.
Sponsorship
editbetFIRST has engaged in several sponsorships, including partnerships with the Elite Series in 2020,[17]sponsorship of the BNXT League in 2021,[18][19]and becoming the New Jersey sponsor of the Royal Antwerp Football Club in 2022. This collaboration marked a significant partnership between the club and betFIRST, establishing the latter as one of the major sponsors of theRoyal Antwerp Football Clubfor the next five seasons.[20]In 2023, the Royal Antwerp Football Club became the Belgian champion and won theBelgian Cup.[21]
References
edit- ^Belga (2024-03-13)."Le groupe IPM cède betFIRST au suédois Betsson".lavenir.net(in French).Retrieved2024-03-18.
- ^"La marque belge de paris sportifs betFIRST (IPM) passe sous pavillon suédois".lalibre.be.
- ^https:// nieuwsblad.be/cnt/dmf20230615_96379691
- ^"La prophétie des tulipes".Médor.
- ^"Un site de paris sportifs bientôt en ligne".La Libre.be.
- ^"Un parieur belge empoche 225.971,99€ sur betFIRST".dhnet.be.
- ^"La marque belge de paris sportifs betFIRST (IPM) passe sous pavillon suédois".La Libre Belgique.
- ^https://timesofmalta /articles/view/betsson-acquires-betfirst-belgium.1038795
- ^https:// lecho.be/entreprises/private-equity/ipm-a-la-recherche-d-un-partenaire-ou-d-un-acquereur-pour-betfirst/10455928.html
- ^https:// lecho.be/entreprises/services/betfirst-quitte-ipm-pour-le-suedoisbetsson/10474686.html
- ^"BetFIRST Partners with SYNOT Games".europeangaming.eu.
- ^Gambling Insider."BetFirst expands live casino offering through Stakelogic Live partnership".
- ^abMiller, George (2024-02-29)."Stakelogic Live Signs Partnership with betFIRST in Belgium".Retrieved2024-03-18.
- ^"betFIRST séduit le lecteur de la DH fan de foot".DHnet.
- ^"Betfirst se diversifie dans les salles de jeux".L’Echo.
- ^"La marque belge de paris sportifs betFIRST (IPM) passe sous pavillon suédois".La Dernière Heure/Les Sports.
- ^Series, Elite (2020-11-18)."The CS:GO Elite Series powered by betFIRST is up and running!".Elite Series.Retrieved2024-02-28.
- ^"L'interdiction de la sponsorisation par les firmes de paris continue de faire parler: désormais, c'est la BNXT League qui s'inquiète".Le Soir(in French). 2022-05-11.Retrieved2024-02-28.
- ^Le chaos ne produit pas de chefs-d'oeuvre.Presses Universitaires de France. 2021-03-24.ISBN978-2-13-081659-1.Retrieved2024-02-28.
- ^"Pro League: le site de paris sportifs betFIRST nouveau sponsor maillot de l'Antwerp".L'Avenir.
- ^"L'Antwerp décroche son 5e titre de champion de Belgique".Le Soir(in French). 2023-06-04.Retrieved2024-02-28.