Betsson Georgia Launches After Full Rebrand of Europebet
After nearly a decade as Europebet, one of Georgia’s most prominent gaming operators has completed a major rebranding initiative and will now operate under the Betsson name. The move marks a new strategic phase for the company, which has been part of the Betsson Group since 2015.
A New Identity for a Familiar Brand
Europebet’s transformation into Betsson Georgia marks a strategic move to align more closely with the parent company’s global brand. Although Betsson has owned Europebet for several years, the official name change strengthens Georgia’s connection to the group’s broader international strategy.
Ronni Hartvig, Chief Commercial Officer of Betsson Group, said:
“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.”
With this transition, Betsson Georgia gains access to the full scope of Betsson’s global resources. These include international sponsorship deals, cutting-edge technology, and marketing strategies designed to elevate the local gaming market.
From Local Roots to Global Ambitions
Maia Kopinadze, CEO of Betsson Georgia, highlighted the company’s evolution over the past decade.
“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 rebrand is not only about name recognition. It’s designed to unlock new potential across commercial, regulatory, and cultural dimensions. Kopinadze added:
“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. ”
Strengthening Market Presence Through Events and Partnerships
To build awareness and excitement around the new brand, Betsson has launched several high-profile events. In April, it hosted the betsson: crossroads Sports Storytelling Forum in Tbilisi. The two-day festival brought together around 1,000 guests and featured football legends such as Edwin van der Sar, Robert Pires, and Dimitar Berbatov.
In May, Betsson is sponsoring the veteran star match between GEO11 and Barcelona Legends at Dinamo Arena, an event that’s fast becoming a tradition. Additionally, Betsson recently partnered with Kvartali, a Georgian women’s football club, to further its local engagement.