Betsson signs long-term Colorado deal; plans 2021 US sportsbook launch

Betsson Colorado Expansion

Stockholm-listed iGaming operator Betsson has announced the signing of a 10-year B2C deal with the Dostal Alley Casino in Colorado

This is the Malta-headquartered company’s first venture into the US market and it plans to launch its debut American sportsbook in H1 2021.

Colorado launched its regulated online sports betting market on 1st May, with a number of major operators – such as DraftKings – securing licences. 

Betsson’s Colorado expansion is the first part of what it intends to be a strong US presence going forward.

Baby steps for Betsson in the US

Betsson has announced that its intention is “to build a US presence, initially with a small office in Colorado”. On top of this, the operator plans to learn about how the market works from its ventures in the Centennial State. Moreover, this initial expansion will provide the foundation for both building brand awareness and acquiring its first customers. 

In its press release, the operator also said the following. 

“This new market entry reflects Betsson’s general business strategy of prudence where the aim is to grow in a financially safe manner, with low risk, ensuring a long term sustainable and growing business.” 

Exciting times ahead in a fast-growing market 

Betsson CEO Pontus Lindwall shared his thoughts on the company’s Colorado expansion. He also noted that his team has monitored the market’s progress over the past couple of years. 

Lindwall’s thoughts were as follows. 

“I am very excited to reach this milestone, further expanding Betsson’s global reach by entering a new continent through the fast-growing online market in the US. Dostal Alley Casino has more than 60 years of experience of doing business in Colorado and will play an important role in our journey to build US presence. 

“The whole country has a strong culture of gambling and is now experiencing online penetration at an accelerated pace, where consumers are transitioning from traditional retail outlets to also now bet on their mobile devices. 

“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. We are now looking forward to exploring the potential with our proprietary sportsbook.”

Dostal Alley Casino is located in Central City. The venue’s CFO CinDee Spellman also spoke about partnering with Betsson. 

“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!”