A new chapter for Europebet – the Georgian bookmaker rebranded to Betsson
Imagine a modest Europebet office back in 2010: a passionate team setting out on an ambitious path. Over the years, their dedication turned the project into a robust brand, gaining significant presence across the competitive Georgian market. Driven by their genuine passion for sports betting and commitment to reliability, Europebet earned players’ trust by providing straightforward, dependable entertainment.
This steady growth led the company to a strategic expansion, highlighted by their partnership with SB Software, whose proven market expertise and tailored platform empowered Europebet’s impressive growth.
Such consistent progress naturally attracted attention. Betsson, one of the global betting industry leaders, noticed Europebet’s potential and acquired the brand. Recognising SB Software’s deep understanding of the Georgian market, Betsson decided to maintain Europebet’s existing platform, ensuring stability and continued success.
Then came the moment. On 15 May, following several successful years under Betsson’s wing, Europebet underwent a significant rebranding and officially adopted the Betsson name, setting a new milestone in this remarkable story of ambition, growth and industry recognition.
What does this shift mean for the operator and the players?
“With the rebranding of Europebet to Betsson, a new chapter of bookmaking begins. It is characterised by advanced SB Software technology, an effortless user journey, and a strong focus on customer needs,” said Dimitri Vachnadze, head of marketing at Betsson Georgia.
As part of the global Betsson Group, the platform now offers advanced tools, faster performance and smarter features tailored to each user, and ensures that every interaction feels intuitive and personal. This shift also opens the door to exclusive content through world-class sponsorships with clubs Boca Juniors and others, bringing fans closer to the action than ever before. But beyond technology and access, what truly defines the Betsson brand is its customer-centric philosophy. Every product, update and partnership is built with the user at the core. This is more than a rebrand; it’s a promise to deliver the best-in-class betting experience in Georgia and beyond.
And what about SB Software?
“We’ve been the technology partner behind Europebet’s platform for over a decade already, providing scalable infrastructure, promotional-management modules, real-time analytics and much more,” said Michał Głowacki, chief operating officer at SB Software. “With integration into the Betsson Group ecosystem, SB Software also gains a robust, world-class partner.”
Wojciech Trzaska, chief communications officer at SB Software, said: “Our solutions, proven at Europebet, now power a global iGaming network. This strengthens SB Software’s credibility in the marketplace. If our technology can handle Betsson’s traffic offensive, it can handle any challenge in the iGaming world.”
Looking ahead
The rebranding of Europebet to Betsson shows that well-executed projects can grow and catch the eye of global brands. SB Software has seen this as proof that their local-market successes have international potential. Today, they’re more optimistic than ever because they know their solutions work not only for a regional operator, but also on a truly global stage.