A New Fusion of Sports and iGaming
Betsson, through its Lithuanian-facing brand Betsafe, has partnered with BF Games to launch a custom-made slot game themed around FK Žalgiris Vilnius, one of the country’s most prestigious football clubs. The game is now exclusively available to players in Lithuania, bringing a new level of brand interactivity and club fandom to the online casino space.
The title blends classic slot mechanics with visual elements inspired by Žalgiris, including the team’s iconic green and white colors, stadium-inspired imagery, and celebratory motifs aimed at capturing the spirit of the club’s supporters. According to BF Games’ Product Owner Piotr Saluda, the project was about “more than just creating a slot” — it was about building a digital tribute to a club with deep roots in Lithuanian sports culture.
Extending Strategic Sponsorships Across the Baltic Region
The launch of the FK Žalgiris slot follows Betsson’s recent decision to extend its sponsorship agreements with both the FK Žalgiris football club and the Lithuanian Basketball Federation through 2027. These deals underscore the operator’s long-term commitment to grassroots and professional sports in the Baltics, particularly in Lithuania, where Betsafe has been active since 2016.
Since 2022, FK Žalgiris Vilnius has worn the Betsson brand on their kits — a partnership that began the same year the team became the first Lithuanian football club to qualify for the group stages of a UEFA club competition. This milestone significantly raised the club’s profile on the European stage and has been leveraged by Betsson to reinforce its positioning as a premium sports entertainment brand.
Digital Innovation Meets Local Loyalty
The new slot game demonstrates how sports sponsorships can evolve into immersive digital experiences, extending the club’s reach beyond the stadium and into the daily lives of fans. As Betsson transitions its Lithuanian operations from Betsafe to its flagship global brand, this collaboration helps bridge the local identity of FK Žalgiris with Betsson’s international gaming footprint.
Vilma Venslovaitienė, Director of FK Žalgiris Vilnius, stated:
“This game captures the spirit of our club and brings it into the digital entertainment world, offering our fans a new way to engage with Žalgiris.”
BF Games’ Continued European Growth
For BF Games, the partnership further supports its Pan-European expansion strategy. Already active in markets such as Poland (LV Bet), Greece (NetBet Casino), and the Netherlands (Jacks.nl), the developer is now positioning itself as a go-to partner for branded slot experiences, especially those tailored to local sports fandoms.
Final Thoughts
This collaboration marks a smart intersection of brand loyalty, local culture, and digital gaming. With sports clubs increasingly seeking innovative fan engagement tools, and operators like Betsson aiming to localize their offerings, branded content like the FK Žalgiris slot is likely to set a precedent in emerging markets across Europe.
