Stockholm-listed betting and gaming operator Betsson Group has begun a process to shut down its Betsafe sportsbook operation the US.

Betsafe joins a number operators to announce an exit from the US this month. Betsson had launched its mobile app sportsbook product under the Betsafe brand in the state of Colorado, in partnership with Dostal Alley Casino.

The Business-to-Consumer (B2C) launch of Betsafe served as an opportunity to showcase Betsson’s proprietary, U.S.-adapted sportsbook for new and existing operators on the market, making it an important component of the company’s Business-to-Business (B2B) strategy in the country. 

In connection with the launch, Betsson had also opened an office in downtown Denver, whose primary purpose was to support regional B2B operations and an Account Director for the B2B offering in the United States had been recruited. B2C operations were also run from the Denver office and a Managing Director for the B2C offering was appointed.