The latest European bookmaker to set its sights on the expanding US sports betting market is Betsson AB, the Nordic online gambling operator. Betsson announced on Monday its aims to venture into the Colorado online sports betting market through a 10-year market access deal with the Dostal Alley Casino. Though subject to local regulatory approval, Betsson is hoping to unveil online betting in “the first part” of 2021.

A self-described “small yet very quaint” casino that was one of the first gaming venues to launch in the state back in 1991 was the family-owned Dostal property, found in Central City Black Hawk. It is only slots and video poker machines that are offered by the property with no room for a retail sportsbook.  The Colorado deal, which the company plans to use to educate itself on the quirks and preferences of US bettors, was regarded as “a first and cautious step into the US market” by Betsson.

Pontus Lindwall, Betsson CEO,  said that the company is hoping to use its Colorado operations to showcase its B2B capacity to potential clients in other US states since the country has an influential culture of gambling. In May, Colorado unveiled its online sports betting market. In their first full month of operations, State gaming regulators locally licensed sportsbooks made a betting handle of $25.5m.

After UK bookmaker Betfred launched retail betting earlier this month in partnership with the Saratoga Casino Black Hawk, Betsson became the latest European operator to get its feet wet in Colorado. Betfred also announced a betting partnership with the NFL’s Denver Broncos that includes a ‘sports betting lounge’ at the team’s Empower Field at Mile High. Bet365 secured Colorado market access through its deal with regional gaming operator Century Casinos.


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