Kaizen Gaming has announced plans to launch its flagship Betano brand in the UK market in partnership with BVGroup.
Betano’s upcoming launch in the UK is seen as a major milestone in the bookmaker’s development, strengthening its global presence as an official sponsor of Euro 2024 and CONMEBOL Copa America 2024.
Betano, as part of the international brand owned by the Greek online gambling market leader Kaizen, has already demonstrated successful results in the sports betting markets in Portugal, Romania and the Czech Republic.
Having entered the UK market, Kaizen engaged the services of BVGroup, the management company of BetVictor, to deploy its technology systems to Betano, with the aim of establishing it as a new entrant into the market.
Betano will be supported by BVGroup’s customer support team, providing their customers with access to BVGroup’s wide range of secure gambling tools.
Ahead of today’s announcement, news emerged that Betano had secured a £40 million deal to become title sponsor of Aston Villa FC, setting a new commercial record for a Premier League club.
Julio Iglesias Hernando, CCO of Kaizen Gaming, commercial director of Kaizen Gaming, considering the possibility of entering the UK online gambling market “as a challenge comparable to competing in the Premier League, with the right partnership deemed crucial for success.”
He added: “At Betano, we are currently operating in multiple markets across Europe, Africa, and the Americas, engaging customers with our top-notch proprietary platform to offer a thrilling online betting experience.It is a challenge to enter one of the largest regulated online gaming markets in the world, and to ensure a successful entry, you need excellent partners… We are confident that our partnership in the UK will be a success”.
The partnership with BVGroup allows Kaizen to further expand its portfolio of subsidiary sports betting operator brands, including developing properties for TalkSport UK and Bild Deutschland.
In 2023, BVGroup restructured its corporate identity and structure to better reflect its new business lines and technology services, in addition to managing the BetVictor brand.
Brent Almeida, CCO of BVGroup, noted: “We are honored to partner with Kaizen Gaming in bringing its Betano brand to the UK market, where we are confident that our technology and operating capabilities will give sports fans the safe and entertaining gaming experience that they expect from such a well-respected brand. Its flagship Betano brand, has cemented its status in recent years as a leading operator in the online gaming industry, evidenced by its partnerships with the world’s largest sporting events, including the FIFA World Cup in 2022 and now the UEFA Euro 2024 and the CONMEBOL Copa America 2024.”
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