SBC News Voice of the Sports Betting Industry
Betsson has rebranded its Georgian business in a bid to maximise revenue from investments by promoting “one brand that can be visible across borders”.
Those were the words of Group CCO at Betsson, Ronni Hartvig, as the global sports betting and online casino operator confirmed that its europebet brand will now be known as Betsson Georgia.
A relatively small nation in Europe’s Caucus region, Georgia has become a target market for some notable international companies, not just Betsson but also the likes of Flutter Entertainment, which acquired local firm Adjarabet back in 2019. Betsson’s rebranding in the country looks to better align its local offering with its internationally known branding.
Hartvig stated: “We have done rebranding before within the Betsson Group, but this is by far the biggest rebranding launch we have ever done, with so many initiatives, so many activities going on.”
The transformation will look to further cement the Betsson brand by streamlining the company’s offerings in Georgia, with an emphasis on capitalising on the brand’s marquee investments such as its shirt sponsorship with Inter Milan.
Maia Kopinadze, CEO of the newly-rebranded Betsson Georgia, praised the move away from europebet as “one of the best decisions we have made”.
Kopinadze continued: “The Swedish company decided to purchase europebet in January 2015. I remember how proud we were when our company had successfully passed the grueling inspection process.
“After that, we started very interesting processes that I love the most. We started integrating European culture into the Georgian one. This has opened up a lot of opportunities for us. We are very vigilant about our values, which will always remain the priority for our company.
“We’ve learnt a lot from Betsson over the course of these years. I believe that they, too, have learnt a lot from us. We are already discussing global projects that also include the participation of the Georgian side.”
The move comes off the back of an impressive set of Q1 results published at the end of last month, as total group revenue increased by 18% year-on-year.
Following the results, President and CEO Pontus Lindwall underlined the firm’s ambitions to create “long term stable profit growth through geographical diversification and growth initiatives” in both new and existing markets – with the Georgian switch aligning with these plans.
Kopinadze added: “I believe that europebet – the brand that we’ve retained for so many years – is one of the strongest and most recognisable ones in Georgia. However, this year we made the decision to rebrand.
“We believe that this is one of the best decisions we have made. This way we will get even more opportunities in the long-term.”
