Betsson Group launches Betsafe brand in Ontario

Betsson Group has confirmed the launch of its Betsafe B2C sportsbook and igaming brand in the Canadian province of Ontario.

The Malta-headquartered operator revealed it has been granted operator and supplier licenses in the market by the Alcohol & Gaming Commission of Ontario (AGCO).

The Betsafe brand will run in the province on the Strive Gaming platform, which is 40% owned by Betsson Group, with native mobile apps available on the Apple and Google Play stores.

The operator has confirmed the localization of these apps in order to better appeal to Ontarians.

Betsson AB CEO and president Pontus Lindwall lauded the launch, highlighting the potential in both B2B and B2C, an important strategic aim for the firm in the North American market.

“We are pleased to obtain the necessary licenses to operate with both a B2C and B2B offering in the locally regulated online gaming market in Ontario,” Lindwall said.

“We are convinced that there are great opportunities for Betsson in Ontario in both the B2C and B2B channels as we bring a highly competitive offering to the market,” he added.

Betsson’s supplier license allows the firm to offer its sportsbook product on a B2B basis to other operators, something it has previously piloted in the US state of Colorado in March 2022.

Betsson is partnered with the Dostal Alley Casino in the Centennial State, offering both B2B and B2C sportsbook platforms to local operators through its integration with Strive.

More than 120 of the firm’s employees worked on the US sportsbook rollout, with the firm making specific hires geared around the US market.