The Stockholm-listed betting and gaming operator Betsson Group has begun shutting down its Betsafe sports betting business in the United States.

Betsafe, along with several operators, announced its withdrawal from the US market this month. Betsson partnered with Dostal Alley Casino to launch the Betsafe brand mobile app sports betting product in Colorado.

The B2C (Business-to-Consumer) launch of Betsafe was an opportunity to showcase Betsson's proprietary, US-adapted sports betting to both new and existing operators in the market, making it a significant part of the company's B2B (Business-to-Business) strategy in the country.

In relation to the launch, Betsson also opened an office in downtown Denver, primarily to support regional B2B operations and hired a Director of B2B Products in the US. The Denver office also undertook B2C operations and appointed a General Manager of B2C Products.