Groupe Barrière to Close Swiss Online Casino GAMRFIRST.ch

Groupe Barrière has announced it will shut down its Swiss online casino platform GAMRFIRST.ch on 30 October, officially ending its presence in the country’s regulated iGaming sector.

The decision represents a strategic pullback from the Swiss digital market, where the French leisure and casino operator had sought to extend the prestige of its flagship land-based properties in Montreux, Courrendlin and Fribourg.

Launched in 2020, GAMRFIRST.ch was among the earliest platforms to secure approval under the Swiss Money Gaming Act of 2019, which opened the door for licensed land-based operators to expand online. The initiative was once seen as a promising extension of Barrière’s brick-and-mortar dominance into the digital sphere.

However, Switzerland’s iGaming landscape has proven challenging to navigate. A combination of steep taxation with rates climbing to as much as 80% on annual revenues exceeding approximately €125 million together with stricter player protection rules and high customer acquisition costs, has put pressure on even the most established operators.

Barrière explained that the move will enable it to “refocus on core land-based operations,” though it has not disclosed further details regarding its broader digital strategy or the future of its Betfirst-branded ventures.

The closure of GAMRFIRST.ch mirrors a broader retreat from online activities by the group, following the earlier discontinuation of Barrièrepoker.fr and Barrierebet.fr in France.

Under Swiss law, online casino operations are restricted to licensed land-based venues that have obtained an extension from the Eidgenössische Spielbankenkommission (ESBK). The framework is designed to shield local casinos from foreign competition and curb unregulated gambling.

Despite withdrawing from the online space in Switzerland, Barrière continues to underscore its strength in physical gaming and hospitality. The group operates 32 casinos and 20 luxury hotels worldwide and owns the iconic Fouquet’s brand. In 2024, the company reported turnover of €1.4 billion, reaffirming its position as one of Europe’s most established leisure operators.

The shutdown of GAMRFIRST.ch reflects a wider challenge faced by traditional casino giants: converting decades of land-based gaming heritage into sustainable online business models. For Barrière, this digital transition remains a work in progress.