[6] In 2016, Betsafe partnered with Airbnb to rent out an "ultimate sports apartment" in downtown Stockholm, Sweden with three TV screens.
In the same year, Betsson merged TonyBet and Triobet into Betsafe following their acquisitions to strengthen its position in the Baltic States.
[7][8] In 2018, the Betsson group including Betsafe received a Swedish gaming license, making it the 12th jurisdiction it was approved to operate in.
[9] In 2021, Gestion reported that the majority of bets placed in Peru focused on European football with Real Madrid, Paris Saint-Germain and Liverpool named as popular clubs.
[16][17] The company had been shirt sponsor of AFC Leopards and Gor Mahia in the Kenyan Premier League but the partnership was terminated early with team officials blaming the sports ministry.