Superbet Group rebrands as Super Technologies
The gambling group has followed a trend for rebrands among major operators.
Romania.- The global gambling operator Superbet Group has rebranded with a new name and visual identity. It will know be known as Super Technologies, or simply Super.
The move follows a trend for major operators to rebrand with a less obvious focus on gambling in their identities. In the UK, GVC became Entain in 2022 and 888 Holdings rebranded as Evoke last year. The Czech lottery giant Sazka rebranded as Allwyn as part of its global expansion.
Super Technologies says its new identity is intended to reflects the company’s broadened focus and ambition to accelerate international growth through technology-driven expansion. Originally founded in Romania in 2008 to create and operate betting and gaming apps, it now has a more diversified organisation active with a strong playstack.
Hans-Holger Albrecht, chairman of Super, commented: “Super represents the natural step from a leading global sports betting and gaming operator to a company that is building the technology platform that will champion the future of play. This rebrand signals our determination to shape the future of fan-centric entertainment, creating lasting value for our customers, partners, and communities.”
Sacha Dragic, the founder of Super, resumed CEO duties on a joint basis with Jimmy Maymann last year. He will be sole CEO from January 2026.
“As we continue to grow and expand into new areas, our brand reflects both our heritage and our ambition,”he said . “The playstack developed by Super will be much more than a tech foundation, it will constitute our growth engine.
“It will power faster brand launches, stronger partner ecosystems, and deeper, more meaningful fan connections. With this core strategy, we will build a globally leading play-technology platform that will power the new generation of immersive entertainment ecosystems.”
Deputy CEO Albert Simsensohn, said innovation and customer-centric development would be the foundation of Super’s next chapter.
“We are on a mission to build the technology that will power the next generation of sports, gaming and fan experiences,” he said. “Participation drives value and we want to reward this by turning everyday interactions into loyalty, and loyalty into deeper engagement. Super will create a platform broader in scope, a platform designed for players, partners, and fans. From product solutions to original content, our ambition is to own the full experience.”
Super has scaled its operations and technology capabilities over the years and now has a presence in Belgium, Brazil, Poland and Serbia as well as in its native Romania. An an emerging Latin American market, Brazil is seen as particularly important following the launch of its regulated online gambling framework in January.
Super also has technology and innovation hubs in Croatia, the Netherlands, Spain and the UK, supporting both local and global product development. In February, the group entered into a €1.3bn refinancing agreement with Blackstone, providing additional capital for expansion and potential merger-and-acquisition activity.
Adam Lamentowicz, the operator’s chief commercial officer for Central and Eastern Europe has suggested that Supe may also look to Asia for possible expansion.
Super’s growth strategy is reinforced by a
