Betsson has officially joined the growing list of sportsbook operators pulling out of the US market. The Swedish gaming giant announced its decision on Wednesday.

Operating in Colorado under its Betsafe brand for two and a half years through a partnership with Dostal Alley Casino, Betsson’s US presence was limited to this one state. The company will cease its operations at the end of this month, marking the end of its US involvement. Colorado legalized sports wagering just two years prior to Betsson’s entry into the market.

The company explained that its initial goal with Betsafe was to gain insight into the US sports betting landscape while promoting its business-to-business (B2B) technology services, which will continue even as its consumer-facing operations close.

Before entering Colorado, Betsson executives noted that prospective B2B clients frequently inquired about their North American footprint, prompting the company to establish a presence in the region. Betsson also launched Betsafe in Ontario, Canada.

Betsson Follows Other Colorado Exits

Colorado has long been an attractive destination for sportsbook operators, thanks to its favorable tax rates and competitive landscape. It quickly became one of the fastest-growing sports betting markets in the US.

However, despite the initial influx of operators, the market is now largely dominated by heavyweights like DraftKings and FanDuel. Many smaller operators, including Betsson, have struggled to compete. This trend has led to a wave of departures from the US sports betting space, including Betway, BlueBet, ClutchBet, and others. Westgate’s SuperBook also recently announced it would end mobile betting operations outside its home state of Nevada, meaning it, too, will exit Colorado.

Challenges Facing Foreign Operators

Since the US Supreme Court’s 2018 decision to strike down the Professional and Amateur Sports Protection Act (PASPA), several key challenges have emerged for operators in the US sports betting market. One of the biggest hurdles is the substantial financial investment required to acquire customers. Additionally, brand recognition plays a critical role in success, and companies well-known in Europe often find it difficult to establish a foothold in the US. Betsson is a prime example of this trend. While a household name in Sweden and other parts of Europe, it remains relatively unknown to US bettors.

Betsson’s exit follows other foreign sportsbook operators like Betfred, Betway, PointsBet, and Tipico, which have either exited the US market or scaled back their operations through acquisitions or closures.

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