Betsson replaces Betsafe as flagship brand in Lithuania
The transition aligns with Betsson Group’s strategy to unify its brand across regulated markets, enhancing scalability and global recognition while maintaining the local gaming experience.
Key points:
– Betsson Group entered Lithuania in 2016 via the acquisition of TonyBet, rebranded as Betsafe in 2017
– The rebrand maintains the current gaming experience but connects Lithuanian operations to Betsson’s global resources and partnerships
Betsson has introduced its flagship brand in Lithuania, replacing Betsafe.
Betsson Group entered the Lithuanian market in 2016 through the acquisition of TonyBet, which was rebranded as Betsafe in 2017. The current transition to the Betsson brand is part of the company’s broader strategy to align its operations under a single brand across regulated markets. The move aims to streamline operations, support scalability and strengthen brand recognition at a global level.
For customers in Lithuania, the rebrand maintains the existing gaming experience while integrating it into a broader international framework. The change brings access to additional resources, global partnerships and new engagement opportunities under the Betsson brand.
Jesper Svensson, Betsson Group CEO, commented: “Lithuania has been an important market for us over the years, and this rebrand is a natural next step in our journey. By aligning our presence in the market under the Betsson brand, we can tap into broader marketing synergies, strengthen our global identity, and continue offering the same great service that our customers know and trust.”
Good to know: In November 2024, Lithuania passed a bill to ban gambling advertising, with some exceptions related to sports competitions
The rebrand also follows recent operational developments in the country. In recent years, the company moved into a larger office in Vilnius’ Central Business District, where approximately 40 employees work across commercial, payments and support areas.
The group has established local partnerships in Lithuania, including title sponsorship of the Lithuanian Basketball League, support for the national basketball teams and sponsorship of the football club FC ?algiris.
The brand transition is part of Betsson Group’s international marketing strategy, which includes sports sponsorships with clubs such as Boca Juniors, Racing Club, Inter and Atlético Nacional.
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