The launch is under the Betsafe brand, in partnership with Dostal Alley Casino.
The company has also opened an office in Downtown Denver, with the primary purpose of supporting regional B2B operations, while an Account Director for the B2B offering in the US has been recruited.
A Managing Director for the B2C offering is also in place, while such operations will also be run from the Denver office.
“The B2C launch of Betsafe serves as an opportunity to showcase Betsson’s proprietary, US-adapted sportsbook for new and existing operators on the market, making it an important component of the company’s B2B strategy in the country,” a statement from Betsson read.
The group added that the launch was made possible by undertaking regulatory and technological preparations to ensure the sportsbook meets the standards required in the country.
“The GLI 33 certification that Gaming Laboratories International issued for the sportsbook in Colorado is also necessary for operating in several states, and thus serves as an important cornerstone in the establishment of Betsson’s B2B sportsbook offering in the country,” Betsson noted.
The Betsafe app will be available on iOS and Android, and will provide players with a range of sports categories, together with different betting and payment options, competitive odds and promotions for those within the state.
Betsson CEO and President Pontus Lindwall commented: “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.”
