Superbet sets out plan for €500m investment in Greece over six years
Superbet plans to invest about €500 million ($561 million) in Greece over the next six years as it expands in the country’s regulated betting market.
According to local reporting, the company told reporters on Thursday that the money would go towards sports sponsorships, technology, staff training and marketing.
Giannis Kalambokis, general manager of Superbet Greece, told reporters that the company had been operating in Greece for seven months and saw a market with “a high level of player maturity and expectations”.
He said its strategy focused on improving the experience of existing customers and building their trust.
Superbet estimated its share of Greek betting stakes at about 7%. The company reported turnover of €270 million in October. These figures referred to wagers rather than revenue.
Being first place
Superbet’s management has said it aims to reach first place within six years. Kalambokis said the company wanted to “be first in the preferences of players in six years”.
The investment plan included adapting products and technology for Greece, alongside staff development and sponsorships.
Kalambokis emphasised that sponsorships in particular were the best way to join a market. “We believe that the way to enter quickly and directly and show who we are in the Greek market is through sports and sponsorships,” he said.
At the time of Superbet’s entrance to the Greek market, Adam Lamentowicz, Superbet’s chief commercial officer for Central and Eastern Europe, emphasised a combination of sports competitions and community involvement.
“This goes beyond a typical market entry,” Lamentowicz said of the launch. “It is a long‑term commitment to build the country’s most engaging entertainment ecosystem and bring people closer through excitement and a shared passion for sporting competitions.”
The company’s entrance to the Greek market came not long after its recent acquisition of MaxBet, which strengthened its footprint across Romania, Serbia and Malta.
Greek black market
Superbet executives also said that online betting in Greece is growing by 10% to 12% a year, while also identifying illegal gambling as a continuing challenge. Kalambokis cited research in his address that the illegal gambling market in Greece was placed at €800 million.
Last year, the Hellenic Gaming Commission (EEEP) issued six blacklist updates expanding the number of blocked domains from 9,590 in 2024 to 12,642. It received 586 whistleblower reports.
According to a statement in March, the government estimated that illegal activities cost the state around €400 million in lost revenue in 2025.