The Georgian company europebet, part of the Betsson Group since 2015, is entering a new stage of development under the name Betsson Georgia.

Following a complete brand update, europebet will continue operating in the Georgian market under the global Betsson name.

For the past ten years, europebet has been successfully implementing innovative ideas and technologies in the industry. Today, the company announces the next step — a major brand refresh that marks the beginning of a new stage of development as part of a global leader.

Betsson is one of the leading Swedish companies in the online entertainment sector, recognized internationally.

The rebranding of europebet to Betsson brings unique opportunities to the entire industry in Georgia: collaboration with global sponsors, modern marketing strategies, and innovative approaches capable of taking the market to a whole new level.

Ronni Hartvig, Chief Commercial Officer, Betsson Group, commented: “The strategy is to have one brand that can be promoted and be visible across borders. So the important part of rebranding is actually to get more out of our central, big investments – like sponsorships, big campaigns that we do – to ensure that they can cross borders. Last weekend we had the Final Four in Athens. It was viewed in 25 countries. So things like that – our Inter sponsorship, etc – make migration to other brands or to the Betsson brand very attractive for us, basically, to get more out of the investment.

Rebranding as Betsson for europebet, of course, is a challenge. europebet is the brand that everybody in Georgia knows – and now we need to talk about Betsson. So some of the challenges will be for, of course, for people to understand that Betsson is the old europebet, that can give them something more than what europebet could. 

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. And then the cherry on the cake is, of course, the Legends’ Game, which will just make all Georgians know that Betsson is in the market. I think that’s a very smart way, and I’m really excited to see the potential that it has.”

Maia Kopinadze, CEO, Betsson Georgia, noted: “The partnership between europebet and Betsson began 10 years ago. 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. 

I believe that europebet — the brand that we’ve retained for so many years — is one of the strongest and most recognizable 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. For example, we’re extremely proud of the fact that Inter Milan will play in the Champions League finals and we are the club’s general sponsor. And this is just the beginning — I believe that in future we will sponsor even more amazing teams, athletes, and so on.

Betsson has already held the Sports Storytelling Forum betsson: crossroads in Georgia, which took place in Tbilisi on April 11-12. A 2-day festival hosted about 1,000 guests, as well as famous speakers (Edwin van der Sar, Robert Pires, Dimitar Berbatov, Shota Arveladze, Giorgi Tsintsadze, etc.). Recently Betsson became a partner of the Georgian women’s football club Kvartali. On May 16, with the support of Betsson, the traditional veterans match took place at the Dinamo Arena in Tbilisi — the GEO11 team met with the legends of Barcelona. And, most importantly, there are many more important projects ahead, which you will learn about in the near future.”

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