SBC News Voice of the Sports Betting Industry
Merkur Sportwetten, the sports betting subsidiary of German gambling conglomerate Gauselmann AG, has begun its rebrand and restructuring of newly acquired Polish asset Totolotek SA.
Last April, Merkur acquired Polish heritage bookmaker Totolotek outright from Greek gambling group Intralot SA, targeting Poland as the fifth active market for Merkur’s sports betting expansion.
Merkur governance details that from this July ‘the association of the two companies will become publicly visible’ as Totolotek assets undertake a Merkur rebrand and product overhaul.
The rebrand sees Merkur maintain the Totolotek name, with a redesigned logo featuring Merkur’s iconic ‘laughing sun mascot‘ as the Polish bookmaker’s new visible trademark.
In addition, Totolotek betting shops have been renovated with Gauselmann betting terminals and systems, as Merkur details that Totolotek ‘stationary points’ will be next on next on the firm’s revamp agenda.
“Totolotek is one of the most renowned sports betting providers in Poland,” said Niko Steinkrauß, Managing Director of Merkur Sportwetten. “By integrating Totolotek into our company structure, we want to further advance its success and sustainably strengthen its position in the market. We are convinced that we will succeed in doing this with our innovative products and by drawing on our experience and financial strength.”
Further to its retail overhaul, Merkur has moved to revamp Totolotek’s online presence by redeploying totolotek.pl with new platform provisions and a new website redesign.
The company anticipates completing the full restructuring of Totolotek assets and portfolio in time for the European Football Championship in 2020.
“Such an extensive modernisation as the one undergone by Totolotek has never before taken place in the Polish sports betting market,” added Adam Lamentowicz, CEO of Totolotek. “The great commitment of our parent company is paying dividends: The response from our customers is overwhelming, both in the betting shops and online.”
