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BETSSON ACQUIRES SPORTS BETTING AND GAMING OPERATOR BETFIRST IN BELGIUM AND ENTERS INTO PARTNERSHIP WITH GROUPE PARTOUCHE TO LAUNCH ONLINE CASINO OFFERING ON THE BELGIAN MARKET
Betsson AB today announces the Group’s acquisition of the leading Belgian sports betting and gaming operator betFIRST for a total value of EUR 120 million, of which up to EUR 3 million is an earnout payment subject to certain conditions being met, all payable in cash. At the same time, Betsson and Groupe Partouche, the publicly listed leading French casino operator, today announce a new strategic partnership in order to offer online casino services in regulated markets. A first joint online casino offering should be launched in Belgium during 2023, subject to officially obtaining the required licenses. These two strategic initiatives are fully aligned with Betsson’s ambitions to deliver profitable growth, with a preference for growth in locally regulated markets in the long term.
Betsson has agreed to acquire all shares in the betFIRST Group, which operates a sports betting and gaming business under the brand betFIRST in Belgium. The total up-front consideration of the acquisition is EUR 117 million on a cash and debt-free basis, payable in cash. In addition, Betsson may pay up to EUR 3 million as earnout, subject to delivery on certain agreed financial targets. The initial consideration for the acquisition is equivalent to a multiple of 10.0x betFIRST’s estimated EBITDA for the financial year 2023.
Established in 2011, betFIRST is a leading B2C operator in the locally regulated online gaming market in Belgium, offering sports betting and dice games. betFIRST is a leading brand for sports betting in Belgium with a proven track record of successful customer acquisition and revenue growth. betFIRST holds a license for online sports betting and a license for online dice games in Belgium. In addition to the online business, the company also operates across approximately 450 points of sale in Belgium and also owns a gaming arcade. In the last financial year ending 31 December 2022, betFIRST recorded net gaming revenue of EUR 51.2 million and adjusted EBITDA of EUR 10.0 million.
The new partnership with leading French casino operator Groupe Partouche will combine Betsson’s expertise in the online gaming sector and Groupe Partouche’s market leadership in land-based casinos to deliver an attractive online casino offering tailored to the local market. Groupe Partouche operates land-based casinos in France and Switzerland and also holds an offline casino license in Belgium, which can be extended to an online casino license. With such a license, a full range of online casino products can be offered to the Belgian market. Subject to the required licenses being granted by the Belgian regulator, the aim is to launch the online casino offering in Belgium during 2023. Betsson and Groupe Partouche are committed to developing their new collaboration and exploring additional ways to expand the partnership.
The acquisition of betFIRST and the partnership with Groupe Partouche will provide Betsson with critical access to the competitive Belgian market, a further diversified geographical footprint and an increased share of revenue from locally regulated markets. Betsson intends to continue operating the betFIRST sports betting business as it is today while exploring potential synergies in the mid-to-long term.
Pontus Lindwall, CEO and President of Betsson AB, commented: “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.”
Betsson is able to finance the acquisition with existing cash from its balance sheet and within existing credit facilities.
Completion of the acquisition of betFIRST is not conditional on regulatory approvals and is expected to occur on or around July 5, 2023.
Betsson has engaged Lazard as financial advisor and Gernandt & Danielsson as principal legal advisor (together with Van Bael & Bellis and Edson Legal as legal advisors in Belgium) in connection with the acquisition.

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Amusnet Releases its Latest Online Video Slot, 27 Wild Shots
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Amusnet has released its latest online video slot, 27 Wild Shots. This vibrant slot game blends the style of classic fruit games with the charm of a fairytale twist, led by none other than the Little Red Riding Hood herself.
The three reels burst with familiar symbols of juicy fruits, reimagined in a lively forest theme. With three reels, three reel positions and a 27 Ways Pay mechanics, the newest online video slot stands out among the variety of games available.
At the centre of the action is the Bullseye Wild symbol, which substitutes for all other symbols. Adding even more excitement, the Double Stars serve as a Scatter symbol, introducing the chance for additional combinations across the reels.
A bunch of special features make the gameplay even more colourful and engaging.
27 Ways Pay
The Reel Ways Pay bet multiplied by the bet multiplier is equal to the total bet. Win combinations may contain only one symbol in an enabled position on each consecutive reel.
Multiplier Feature
Nine of a kind from Plum, Orange, Lemon or Cherry symbols on all reels multiply the total game win by x2.
Free Spins
Three Scatter symbols on the middle positions of all three reels trigger 10 Free Spins.
Three Cherry symbols on the middle positions of all three reels trigger 1 Free Spin.
Gamble
Play the game and multiply the winnings through the Gambling feature.
Jackpot Cards
The Jackpot Cards bonus game is triggered at random during the gameplay to allow players to win impressive jackpots.
The post Amusnet Releases its Latest Online Video Slot, 27 Wild Shots appeared first on European Gaming Industry News.
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Soft2Bet releases TopBet.ro in Romania with a motorsport‑inspired identity tailored to local fans
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Soft2Bet has launched TopBet.ro, a new Romanian sportsbook designed to cater to local habits and preferences. Built with a clear focus on motorsport and match-day culture, the brand combines competitive odds and fast mobile journeys with an auto-themed identity that resonates with local fans.
From launch, TopBet.ro has been tuned to the way Romanians follow sport. Football and motorsport are front and centre, with timely markets, match-day boosts and content that reflects supporters’ weekly rituals. Romania’s proximity to major European circuits and easy short-haul travel make it a natural home for motorsport fans, and TopBet.ro responds with creative campaigns, themed missions and seasonal offers built around grand prix weekends. The same care is evident throughout the interface: clear navigation, quick bet placement, and a clean, mobile-first design.
Yoel Zuckerberg, Chief Product Officer at Soft2Bet, said: “With TopBet.ro, we set out to create a brand that feels Romanian from the first tap, then added MEGA missions and challenges that turn derby days and grand prix weekends into journeys people return to. What we prove on our own brands becomes the toolkit we offer partners, combining culturally tuned products with measurable engagement and the ability to scale with minimal integration effort.”
Brand representative from TopBet.ro commented: “TopBet.ro is designed for Romanian fans who want more from every match. Together with Soft2Bet, we built a platform that connects sport, competition, and rewards in a way that feels natural and exciting. Our goal is to give every player the chance to experience the game like a champion.”
Alongside sports, TopBet.ro offers a comprehensive casino lobby for quick breaks or a change of pace, featuring popular slots, live dealer tables, and sports-themed titles, all delivered in a mobile-first format with clear navigation and quick load times. The experience is powered by Soft2Bet’s performance-first platform, which delivers speed, stability, and smooth gameplay, along with responsible play tools tailored to local requirements. A key part of this is MEGA (Motivational Engineering Gaming Application), the engagement engine that turns play into progress through missions, challenges and quests that unlock rewards and keep sessions fresh.
The approach has already proved successful in Romania, where seasonal quests and local events are firm favourites among players. By turning everyday actions into clear milestones and rewards, MEGA lifts session depth and repeat visits, helping first-time players become long-term customers.
The post Soft2Bet releases TopBet.ro in Romania with a motorsport‑inspired identity tailored to local fans appeared first on European Gaming Industry News.
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ELA Games Casts Its Latest Spell with Witches’ Book
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ELA Games beckons players to step into a shadowy realm of sorcery and mystery with its newest release: Witches’ Book
Bathe in the magic as a powerful coven of three witches conjures their spells across the reels, revealing mysterious rewards and surprises. Each spin is a step toward ultimate strength, where massive riches and bubbling magic await.
The Power of the Book
In the Witches’ Book, magic shimmers in every spin. Players aim to collect enchanted pages and experience the power of each witch’s most mythical spells.
Once players gather enough enchanted pages, they complete the spellbook and choose their witch and symbol to unlock the magical Free Spins. As the witches’ power grows, every symbol has the chance to transform into a Jackpot, turning ordinary spins into powerful, enriching moments.
A medium volatility level and 94.9% RTP ensure that wins are frequent even on the base game. Additionally, multiple surprise features can arise and spread across the 5×3 reel format, making each spin a potion of excitement.
ELA Games’ Magical Touch
Witches’ Book is an enchanting embodiment of ELA Games’ philosophy regarding creative innovation and a focus on engaging gaming experiences. The games’ animations, sound design, and dynamic mechanics blend to create an atmospheric game that will have players a part of the incantation.
Marharyta Yerina, ELA Games’ Managing Director, commented on the release, “With Witches’ Book, our goal was to create a title that emphasises the visually-rich aesthetics that embody the atmosphere of the brooding festive season. Every feature and design element was meticulously crafted to keep players engaged and deliver value for our partners. Witches’ Book is an example of our development approach: leverage creativity to entertain players while driving meaningful performance results for operators.”
Discover Enchanting Riches Now
Players can dive into the mysterious world of magic and spells today, with powerful gameplay and immersive experiences.
Finish your incantation and cast a powerful, lucrative spell today.
The post ELA Games Casts Its Latest Spell with Witches’ Book appeared first on European Gaming Industry News.
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