Betsson, a holding company that invests in and manages fast-growing companies within online gaming, agreed to acquire betFIRST, a Belgian sports betting and gaming operator, for €120m. “We are very excited about entering the Belgian market together with our partners Groupe Partouche and see a strong strategic fit with the acquisition of betFIRST. At Betsson, our growth strategy revolves around extending our presence into new markets, particularly in locally regulated or soon-to-be regulated markets. Belgium, where the online gaming market is regulated since 2011, aligns very well with this strategy. Our business model is highly scalable, and these initiatives will add revenue and strengthen our profitability over time," Pontus Lindwall, Betsson CEO and President.