Superbet has announced plans to invest approximately €500 million ($561 million) in Greece over the next six years as the company seeks to grow its presence in the country’s regulated betting sector.
On Thursday, company representatives shared that the planned investment will target various areas, including sports sponsorships, technology enhancements, staff training, and marketing initiatives.
Giannis Kalambokis, the general manager of Superbet Greece, stated that the company has been operating in Greece for seven months, identifying the market as having "a high level of player maturity and expectations." He highlighted a strategy centered on enhancing the current customer experience and fostering trust among users.
Currently, Superbet claims an estimated 7% share of the stakes in Greek betting, having reported a turnover of €270 million in October, a figure that reflects the total amount wagered rather than revenue generated.
With aspirations to secure the top position in the market, Superbet management aims to become the preferred choice for players within six years. Kalambokis emphasized, "We want to be first in the preferences of players in six years."
The investment strategy also includes tailoring products and technology specifically for the Greek market while focusing on staff development and aggressive sponsorship campaigns. Kalambokis stressed the significance of sponsorships, asserting, "We believe that the way to enter quickly and directly and show who we are in the Greek market is through sports and sponsorships."
During Superbet’s entry into the Greek market, Adam Lamentowicz, the chief commercial officer for Central and Eastern Europe, spoke about the intention to blend sports with community involvement. He remarked, "This goes beyond a typical market entry. 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."
Superbet's foray into Greece followed its acquisition of MaxBet, which strengthened its operations in Romania, Serbia, and Malta.
On a broader scale, Superbet executives noted that online betting in Greece is expanding at a rate of 10% to 12% annually. However, they also highlighted ongoing issues with illegal gambling. Kalambokis referenced research indicating that the illegal gambling market in Greece has reached €800 million.
In 2024, the Hellenic Gaming Commission (EEEP) expanded its blacklist of banned domains, increasing the number from 9,590 to 12,642 after receiving 586 whistleblower reports. In March, the government estimated that illegal gambling activities cost the state about €400 million in potential revenue in 2025.
