Betsson revamps NordicBet but scraps Betsafe in Denmark
Malta-based gambling group pulls the plug on heritage sportsbook brand
Betsson has closed its Betsafe brand in Denmark less than one month after going live with a revamped version of NordicBet, EGR Intel has learned.
The Betsafe.dk sportsbook was axed on 6 January, with customers no longer able to log in to their accounts or deposit funds.
A notice on the defunct Betsafe website now directs casino and sports betting customers to Betsson’s other Denmark-licensed brands, Casino.dk and NordicBet.dk.
A Betsson spokesman attributed Betsafe’s departure from the country to a direct consequence of the new Danish tax increase. It comes after the Malta-based company released an overhauled version of NordicBet in Denmark on 18 December 2019.
The new site, which was migrated from Betsson’s legacy platform to new proprietary software over a two-month period, will improve functionality for Danish users, according to the operator.
Improvements include responsible gambling tools, such as the ability to set deposit limits during registration and monitor daily, weekly or monthly stake limits.
The site’s BetBuilder and cash-out functions have also been upgraded so they are “easier and more accessible” for sports betting customers.
Casino users should also notice an improved UX after the operator upgraded its search function to enable filtering games by preference.
Betsson Denmark MD Niels Munk Madsen said: “As a result of these changes, NordicBet customers will be getting an upgraded and better experience.
“One of the major benefits is that we improved the general design of the site so players using mobile will now get a new and enhanced experience.
“We have also improved real-time odds so players can get the best live action while playing and they will be able to place their bets more accurately than ever before,” he added.