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Betsson yesterday (28 March) went live with its first mobile sports betting app in the US.

The operator’s Betsafe brand is now available to customers in Colorado after the launch was achieved in collaboration with land-based partner Dostal Alley Casino.

The B2C launch of Betsafe will serve as a showcase to potential clients as Betsson has chosen to pursue a B2B sportsbook strategy in the US by making its proprietary sports betting technology available to other operators and front-end clients.

Betsson has further invested in the market with a new office in downtown Denver, where staff will support both regional B2B and B2C operations.

iGaming NEXT understands the Stockholm-listed firm has recruited Lance Agostino as a B2B account director and Marina Bogard as a B2C managing director over the last few months.

Agostino was director of business development at William Hill US until 2020, while he has also worked for Inspired Gaming Group, Scientific Games and Bally’s Corporation.

Bogard is the former CEO of Playport Gaming Systems and also spent more than six years working for IGT as VP of global sales.

Betsson AB CEO Pontus Lindwall said: “The launch of our proprietary sportsbook in the US is an important milestone.

“We are entering a new continent, expanding Betsson’s global reach and further solidifying our B2B and B2C ambitions, thanks to many months of hard work by our product and technology teams to craft a product customised for the US market,” he added.

Betsson CEO Pontus Lindwall: “[This is] thanks to many months of hard work by our product and technology teams to craft a product customised for the US market.”

Betsson needed to pass significant regulatory and technological testing to launch in Colorado and that process has taken some time. Indeed, the market-access agreement with Dostal Alley Casino was announced over a year and a half ago.

The firm has now received GLI 33 certification from Gaming Laboratories International, which is necessary for operating in several states outside of Colorado.

Betsson’s US-adapted sportsbook has also been integrated with the Strive Gaming PAM.

The development of Betsson’s B2B offering with a focus on the in-house sportsbook is one of three main growth areas for the business identified as part of its long-term strategy.

In Q4 2021, licence revenue for system delivery to B2B customers amounted to SEK299.8m ($32m), or 19% of overall group revenue.

On a B2C basis, the Betsafe app is now available for download in Colorado on both iOS and Android devices.

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