Super has laid out its Greek ambitions to iGaming Expert, backing Superbet to rapidly gain market share against stubborn and entrenched incumbents in what marks the first major test of its new “Super” structure, underpinned by Blackstone investment.
Last week, Super, the new corporate identity of Superbet confirmed the launch of its flagship brand in Greece. Leadership is confident that the ‘revamped structure’ can break into one of Europe’s most saturated iGaming and online betting markets.
The move marks the first major test of Superbet’s fresh ambitions, underpinned by a €1.2bn investment from global private equity giant Blackstone, backing Super to become Europe’s next multi-billion iGaming venture.
Thus, industry observers will closely monitor how Superbet competes in Greece’s market of more than 20 long-established operators, which is led by local stalwarts Stoiximan, Novibet and OPAP (part of Allwyn International).
The stakes are high. Leading the charge is Adam Lamentowicz, Chief Commercial Officer CEE of Super, who is spearheading what is described as a full-scale market assault—competing across sportsbook pricing, localisation, brand exposure and football sponsorships.
“Greece stands out as a market with very passionate sports communities, which aligns perfectly with our DNA as a sports entertainment brand,” Lamentowicz said. “But equally important is the regulatory framework, it’s stable, transparent and predictable. That gives us the confidence to invest long-term.”
Superbet’s entry into Greece marks its fifth active European market, alongside Romania, Poland, Serbia and Belgium. Yet unlike its previous expansions, Greece presents a far more mature and competitive landscape.
Rather than viewing this as a deterrent, Lamentowicz framed competition as validation Greece’s proven market validity.
“We don’t see ourselves as latecomers,” he stated. “On the contrary, we believe we are entering at the right moment to act as a true disruptor in both sports betting and iGaming.”
He added: “Our competitors have done a great job over the past decade in educating customers. That’s exactly the type of environment where our product thrives—where users know what they want and expect more.”
Central to that confidence is Superbet’s platform, positioned not as a traditional sportsbook, but as a broader technology ecosystem that is engineered for scale and localisation.
“Our platform combines a highly advanced sportsbook, a diverse iGaming portfolio, free-to-play games and our proprietary Supersocial network,” Lamentowicz explained. “This integrated approach allows us to deliver something that goes beyond traditional betting.”
He continued: “We are very confident in both our product capabilities and our operational model. When we combine our technology with strong local execution, we consistently see strong customer metrics.”
Super structure faces Greek test
Notably, the group has opted against acquisitions to enter Greece, instead pursuing an organic launch to retain full control over brand and customer experience. As such, Greece serves as the first litmus test of Superbet’s new corporate structure and vision of aggressive expansion into new markets.
“The Superbet brand is a core strategic asset that we deploy directly in new markets,” Lamentowicz noted. “By entering organically, we retain full control over the customer journey and positioning from day one.”
While M&A remains part of the broader strategy, Greece has been identified as a market where “proper investment in brand awareness and a strong local team is a recipe for success.”
If technology is the backbone of Superbet’s strategy, localisation is its defining edge.
“Localisation is a key dynamic in every market we enter,” Lamentowicz stressed. “We have built a track record across Central and Eastern Europe that very few operators can match.”
That approach will be reinforced through a strong sponsorship drive, with Superbet preparing to unveil partnerships aimed at embedding the brand within Greece’s sporting ecosystem.
“We are committed to elevating sports sponsorships in Greece through powerful partnerships,” he said. “Our goal is to create meaningful connections with local fans and bring a fresh dimension to sports entertainment.”
Go big or go home
Despite the ambition, the challenge remains clear: taking market share from deeply entrenched incumbents in a mature and highly competitive market.
Just days after its launch in Greece, Superbet confirmed its first major football sponsorships, securing partnerships with Greek Super League clubs PAOK Thessaloniki and Panathinaikos of Athens.
The deals will see the Superbet brand feature as a main jersey sponsor, significantly boosting its visibility in the market and marking a decisive step in its brand coverage and localisation of Superbet to Greek audiences – taking on native brands head on…
A loud market entry, yet Lamentowicz is unequivocal: “Competition has never been a deterrent for us—it’s a catalyst for performance and innovation,” he said. “Our vision is to build leadership positions in every market we enter.”
He concluded: “We are confident that our customer-centric approach, product innovation and strong local execution will allow us to scale rapidly and become a local favourite in Greece.”
In a market long defined by established leaders, Superbet’s Greek entry is not about participation – it is about proving that even the most entrenched hierarchies can be challenged.
