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Exclusive: Andreas Meinrad on BVGroup's rebranding

Following BetVictor's decision to change its name to BVGroup, CEO Andreas Meinrad discusses the rebrand and what it means for the future of the company. 

new bv group exclusive

What were the factors in deciding to change the corporate name from BetVictor to BV Group?

The change of name to BVGroup is a testament to the transformation of our business over the past 10 years. We have grown from being a single-brand bookmaker to a multi-brand gambling operator and B2B technology solutions provider.

Our new identity tells the world outside of BVGroup about the broader scope of our business and offerings. The new name is also important for our internal company culture, as it highlights to our employees that we are a business driven by technology and teams that support a range of brands, targeting different markets with different strategies.

Although we are intensely proud of our flagship B2C BetVictor brand, this is now just one of the many brands in our portfolio. We have forged many successful partnerships and now service and manage multiple partner brands: Parimatch UK, BildBet, Heart Bingo and TalkSport Bet.

In light of all this growth, we felt the time was right to reflect the scope of our business in our new corporate identity.

How will the rebrand affect the future of the company?

The rebrand affects the future of the company in that it defines us more effectively in line with our multi-brand approach and the developments of our technology offering.

We think the B2B sports betting landscape is ripe for disruption and BVGroup is in prime position to fill the changing needs of the market.

Operators or media brands who require a technology partner often find themselves with a product that is not suitable for a multi-jurisdictional business and with little to no control over a product roadmap that is not aligned with their individual needs. Also, as regulatory requirements get more differentiated across various jurisdictions, many potential partners need a licensed operator to manage the compliant operation of the betting brand in a specific market.

We have the capabilities to provide these multi-layered solutions, while also offering decades of experience as a B2C gambling operator.

The rebrand highlights the full scope of the business and future-proofs us for further growth.

How long was the rebrand in the works?

We started work on the rebrand around 12 months ago. Once we had decided that a new corporate identity was necessary to reflect the changing nature of the business, we knew we had to find an appropriate name and create an accompanying logo and corporate website. The name BVGroup was a natural choice, as it keeps the heritage of the company firmly in focus, while acknowledging the other elements of the business.

The name BVGroup was a natural choice, as it keeps the heritage of the company firmly in focus, while acknowledging the other elements of the business

The BVGroup corporate website targets both potential business partners and potential new employees, so it explains our technology solutions in detail, in addition to exploring each department in the company and the potential roles available for those interested in working for BVGroup. The research and creation process for all elements of the website took some time and involved intensive work from our creative team. We’re thrilled with the results.

Will the rebrand impact regions differently?

All our business services and gambling brands continue to operate in the same way across all regions.

Will this have any impact on BVGroup’s brands?

Our flagship B2C brand BetVictor is not going anywhere. We are still excited about the opportunities for growth, both in the markets it is already successful in, as well as through geographic expansion.

All of our partner brands will continue to operate as they currently do. We are proud to continue servicing and managing our partner brands: Parimatch UK, BildBet, Heart Bingo and TalkSport Bet.

Our new name simply helps us define ourselves more effectively, making it clearer that we are a technology solutions provider and multi-brand operator, and that our flagship B2C BetVictor brand is now just one of the many brands we service.

What are the aims of the new name? Does it signal the company’s goals for expansion?

The new name clarifies the nature of our business today, as a multi-brand gambling operator and B2B technology solutions provider. Our partnerships with Parimatch UK, BildBet, Heart Bingo and TalkSport Bet are fundamental to our multi-brand strategy and future growth objectives. We will continue to forge quality, long-lasting partnerships and this will naturally lead to further expansion.

Ultimately, we want BVGroup to be recognised as the best partner for gambling operators looking to take their brand into new markets, and also for media houses to depend on to build out their betting and gaming monetisation strategy and take on the complexities of licensing and regulated activities.

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