Orenes launches new ‘VERSUS’ identity targeting rapid global growth

Seeking to expand its international appeal, Spanish gambling firm Grupo Orenes has rebranded its flagship commercial property ‘Viva La Suerte’ to ‘VERSUS’.

This week the Murcia (Alicante) based gambling group held a press conference in which it retired its Viva La Suerte brand, announcing the launch of VERSUS (Versus.es) as its lead B2C entity, which Orenes will export internationally.

Javier López Cerrón, Group General Director of Orenes marked the launch of VERSUS as the next important chapter in the firm’s 50-year history.

Cerrón underlined that Orenes governance had chosen to revamp its commercial identity, seeking to develop a B2C brand more attune with modern consumers engaging with online gambling services.

Furthermore, Orenes marketing states that the launch of VERSUS, sees its digital domain broaden its appeal beyond online casino, which had been attached to the ‘Viva La Suerte’ brand.

This week Orenes fully deployed VERSUS across its existing digital and land-based verticals, undertaking a € multi-million rebrand, with all Orenes partners – Real Murcia CF, UCAM Murcia Basket, Cadiz CF and CF Pontevedra replacing their sponsorship inventories.

As a corporate directive for 2020,  Cerrón underlined that VERSUS would lead Orenes B2C expansions across international Spanish speaking markets – “VERSUS  can be a global brand recognized anywhere, recognized anywhere in the world, in any country and in any language. VERSUS a different style is born in which we should all embrace this”

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