Expanding in Lithuania through a rebranding effort: Betsson focuses on Betsafe
Betsson Group, a leading operator in the iGaming and Sports Betting industries, has announced the rebranding of its Betsafe operation in Lithuania to its flagship Betsson brand. This move is part of Betsson Group's strategy to expand its operations globally and achieve greater brand consistency, global recognition, and marketing synergy.
The shift from Betsafe to Betsson in Lithuania marks a natural progression, as the company first entered the market in 2016 through the acquisition of TonyBet, which became Betsafe in the following year. The rebranding aligns the market presence with the stronger, globally recognized Betsson brand, enabling better scalability and global identity reinforcement while maintaining the same seamless service for customers.
Jesper Svensson, CEO of Betsson Group, emphasised the importance of Lithuania as a market, stating that this rebrand represents a significant step to strengthen their global identity while continuing to offer trusted service to customers. Notably, customers retain their existing login information, ensuring a smooth transition with no disruption to their gaming experience.
The rebrand also fits into Betsson Group's broader international marketing strategy. Leveraging high-profile sports sponsorships, including the Lithuanian Basketball League and FC Žalgiris football club, the company aims to raise brand awareness locally and internationally. The move allows Betsson to tap into broader marketing synergies and provide Lithuanian customers access to the resources and partnerships behind its global flagship brand.
This rebranding is part of a wider effort by Betsson Group to grow its presence in markets around the world. The article was shared by Robert Fletcher, iGaming Business, highlighting the significance of this strategic move in Betsson's global expansion. Betsafe has remained operational in Lithuania since its rebranding, continuing to serve its loyal customer base with the same commitment to quality and service.
The rebranding of Betsafe to Betsson in Lithuania signifies a step towards sports-betting consistency, as it aligns with Betsson Group's globally recognized brand. With this shift, Betsson aims to leverage high-profile sports sponsorships for better local and international brand recognition, reinforcing its global identity while offering the same seamless sports-betting service to customers.
