Betsson rebrands Betsafe operations in Lithuania
The operator continues to expand its flagship brand.
Lithuania.- Betsson Group has introduced its flagship brand in Lithuania, rebranding its Betsafe operations under the Betsson name. The move follows a similar shift in Georgia.
Betsson entered the Lithuanian market in 2016 when it bought TonyBet. It rebranded the business as Betsafe the following year. The switch to the Betsson name is intended to increase brand consistency and its international presence. Customer login credentials will be unchanged.
The company said that operating under the Betsson name would allow it to maximise marketing efficiencies and reinforce its global brand image.
“Lithuania has been an important market for us over the years. This rebrand is a natural next step in our journey,” CEO Jesper Svensson, said. “By aligning our presence in the market under the Betsson brand, we can tap into broader marketing synergies, strengthen our global identity and continue offering the same great service that our customers know and trust.”
The company noted that it had moved to a larger office in Vilnius’ Central Business District in 2023 and that it now employs around 40 staff in Lithuania. The Betsafe brand has been the main sponsor of the Lithuanian Basketball League and also sponsors the men’s and women’s national basketball teams and football club FC Žalgiris.
For now, Betsson continues to use the Betsafe and SuperCasino brands in neighbouring Baltic markers Estonia and Latvia. However, earlier this month, it announced the rebranding of its Georgian business from Europebet to the Betsson name.
The Swedish operator’s expansion in Europe hasn’t all been plain sailing, however. At the start of this month, the Stockholm-listed company again abandoned a bid to enter the Dutch market when it terminated its deal to buy Goldrun Casino for €27.5m. It must pay a termination fee of €800,000.
Betsson announced back in February 2024 that it would buy Goldrun Casino operator Holland Gaming Technology and its studio Holland Power Gaming BV in order to re-enter the Dutch online gambling market. However, a condition of the agreement was regulatory approval from the Dutch gambling regulator Kansspelautoriteit (KSA). With approval still not granted within the timeframe in the agreement, the deal has been terminated.
