SBC News Kaizen and BVGroup partner to launch Betano as new UK challenger

Kaizen and BVGroup partner to launch Betano as new UK challenger

Kaizen Gaming has announced that it will launch its flagship Betano brand in the UK market in partnership with BVGroup.

Betano’s imminent UK launch is deemed the “latest milestone for the sportsbook, solidifying its global brand presence as the Official Sponsor of both UEFA Euro 2024 and the CONMEBOL Copa America 2024”.

As the pan-international brand of Greek online gambling market leader Kaizen, Betano has secured podium positions in the sportsbook markets of Portugal, Romania and the Czech Republic.

Entering the UK, Kaizen has appointed BVGroup, the operating company of BetVictor, to supply its proprietary technology systems for Betano to establish itself as a new challenger.

Betano will be supported by BVGroup’s customer care operations, ensuring that its customers benefit from BVGroup’s extensive suite of safer gambling tools.

Prior to today’s announcement, news broke that Betano had finalised a £40m deal to become the shirt sponsor of Aston Villa FC , breaking the Premier League club’s commercial records.  

Julio Iglesias Hernando, CCO of Kaizen Gaming, sees entering the UK’s online gambling market “as a challenge comparable to competing in the Premier League, with the right partnership deemed crucial for success”.

He continued: “At Betano, we are currently operating in multiple markets across Europe, Africa, and the Americas, engaging customers with our top-notch proprietary platform to offer a thrilling online betting experience. 

“It is a challenge to enter one of the largest regulated online gaming markets in the world, and to ensure a successful entry, you need excellent partners… We are confident that our partnership in the UK will be a success.”

The partnership allows BVGroup to continue expanding its portfolio of subsidiary sportsbook brands, having developed properties for TalkSport UK and Bild Deutschland.

BVGroup reorganised its corporate identity and structure in 2023 to better reflect its new business and technology services beyond operating the BetVictor brand.

Brent Almeida, CCO of BVGroup, commented: “We are honoured to partner with Kaizen Gaming in bringing its Betano brand to the UK market, where we are confident that our technology and operating capabilities will give sports fans the safe and entertaining gaming experience that they expect from such a well-respected brand.

“Its flagship Betano brand, has cemented its status in recent years as a leading operator in the online gaming industry, evidenced by its partnerships with the world’s largest sporting events, including the FIFA World Cup in 2022 and now the UEFA Euro 2024 and the CONMEBOL Copa America 2024.”

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