Betsson’s Betsafe Exit from Colorado: What It Means for European Operators in the US
The recent decision by Betsson Group to shut down its Betsafe Sportsbook operations in Colorado highlights the evolving challenges European gaming companies face in the US market. Entering the highly competitive US sports betting sector has proven difficult for many international brands, including Betsson, as they navigate local regulations and fierce competition from homegrown giants like FanDuel and DraftKings.
For European operators, Betsson’s exit from Colorado signals a clear message: success in the US requires more than brand recognition. As markets consolidate, operators need not only cutting-edge technology but also deep pockets for marketing and consumer acquisition, areas where native US operators hold an advantage. Betsafe’s original intention was to establish a foothold in the US by leveraging its sportsbook as a B2B showcase; however, the operational costs and competitive landscape proved too steep to sustain.
Betsson’s decision underscores how crucial it is for international companies to focus on partnerships and B2B solutions rather than direct consumer engagement in the US. The changing regulatory environments in various states also pose significant challenges for non-native brands, requiring flexibility and deep understanding of the market’s intricacies. Other European operators should take heed, exploring strategic collaborations and local partnerships rather than attempting to go head-to-head with well-established US players in this growing sector.
Going direct-to-consumer in the US is a money pit for European brands without native scale.
We've watched this movie play out across our entire partner ecosystem. When European operators try to out-spend FanDuel and DraftKings on marketing and CAC, they're fighting on enemy turf. The real opportunity lies in B2B partnerships and white-label solutions where your technology and expertise actually create value.
- Direct consumer play in US sports betting demands deeper pockets and native brand equity than most European operators possess
- Regulatory complexity across 50 different state frameworks requires local expertise and operational flexibility few internationals have
- B2B and partnership models are where European operators win—technology, content, risk management, not consumer acquisition
SCCG angle: Our entire network—from MGM to regional operators to tech providers—tells us the same story: Betsson's exit validates what we've been advising for years. We help European clients identify the right B2B partnerships and regulatory pathways instead of the graveyard of failed DTC plays. That's where our 150+ relationships matter most.
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