Betson announced its decision to suspend its consumer-to-consumer (B2C) business in Colorado by the end of September 2024, signaling an end to direct-to-consumer (B2C) engagement in the U.S. market for the time being. The decision was reportedly confirmed by a company spokesperson at NEXT.io , which reportedly brought significant changes to Betson's strategy in the U.S.
Strategic Change and Operating Background:
Launched under the BetSafe brand through a partnership with Dostal Alley Casino in the spring of 2023, Betson's mobile sportsbook platform initially aimed to stand out in the United States. In addition, Betson established an office in downtown Denver to manage B2C operations, primarily supporting the company's business-to-business (B2B) activities in the region.
Elaborating on the initial purpose of the Colorado business, the spokesperson said, "As we initially communicated, our B2C business in Colorado has helped us display primarily B2B purpose sportsbooks and provide valuable direct insights into the dynamics of the U.S. online sports betting market."
Betson CEO Pontus Lindwall shed light on Betson's strategic direction in an interview with the carrier earlier this year. Lindwall highlighted Betson's unique position in comparison with rivals such as Kindred Group, which pulled out of the U.S. market. "The situation is different because we went to the U.S. only as a B2B offering, unlike Kindred. We already supply sportsbooks to many other markets, and it's the same product we use successfully elsewhere," he explained. 카지노사이트
Lindwall also added that his reliance on the U.S. market and the company's broader strategy: "Any euro invested in the sportsbook benefits us and our partners. We do not rely on the U.S. market in that regard. We will continue to provide the sportsbook there for the time being and see how it develops."
Asked why the B2B sportsbook failed to attract more customers in the U.S., Lindwall pointed out its strategic focus on other markets, particularly Latin America. "I think we simply put more effort into developing other markets, particularly Latin America. But looking at the fourth-quarter numbers, I think we've made the right decision," he said, referring to a 21.8% year-over-year increase in sales, noting that it was Betson's second-largest market for sales.
Industry context and comparative analysis:
The announcement of Betson's closure follows a pattern observed in other smaller operators in the U.S. market. Days before the 2024 NFL season, several operators, including Australian company Clutchbet, also announced their withdrawal from several U.S. states, citing strategic and operational challenges. Despite the withdrawal, Colorado continues to attract more than a dozen active operators, highlighting a competitive but volatile betting environment.
In further communications, Betson reiterated its commitment to leverage its technology strengths and continue to expand in a highly receptive market. According to Lance Agostino, Betson U.S. Account Director, Betson, the initial step in entering the U.S. has always been to demonstrate the company's capabilities. "One of the first questions in RFP or procurement processes is, 'Where else do you live in North America?' So we can play in our own sandbox because we decided it would be better to grow more practical and faster through the Betsafe brand," Agostino explained to SBC America at the time of launch.