Strategic brand alignment follows nearly a decade of local presence and rising regulatory pressures
A Strategic Shift: From Betsafe to Betsson
Betsson Group has officially rebranded its Lithuanian-facing Betsafe platform under the flagship Betsson brand, as part of its long-term strategy to consolidate its presence in regulated markets. This transition marks a key moment in the company’s regional expansion, following its entry into Lithuania in 2016 via the acquisition of TonyBet, and the initial rebranding to Betsafe in 2017.
The latest move is not just cosmetic—it reflects Betsson’s global ambitions to unify its customer experience, leverage international marketing efficiencies, and foster stronger brand recognition in the face of growing competition and increasing advertising restrictions in several markets, including Lithuania.
Consistency Meets Expansion: A Local Experience with Global Backing
For Lithuanian users, the change from Betsafe to Betsson promises continuity in service quality, while opening up access to the group’s global resources and partnerships. These include expanded betting options, enhanced digital platforms, and participation in international campaigns and promotions associated with Betsson’s larger sports sponsorship portfolio.
CEO Jesper Svensson commented on the rebrand, noting:
“Lithuania has been an important market for us over the years… aligning our presence under the Betsson brand allows us to tap into broader marketing synergies, strengthen our global identity, and continue offering the same great service that our customers know and trust.”
Navigating Regulatory Headwinds
The rebrand comes amid a tightening regulatory environment in Lithuania. In November 2024, the government passed a law banning most gambling advertising, sparing only sponsorships tied directly to sports competitions. This raises the stakes for operators to rely on brand familiarity and organic engagement over traditional media channels.
Betsson appears prepared for this transition, having invested in local sports sponsorships that remain compliant with current laws. The group sponsors the Lithuanian Basketball League (LKL), backs national basketball teams, and maintains a football partnership with FC Žalgiris.
Operational Growth and Market Commitment
Operationally, Betsson has deepened its roots in Lithuania with a larger office in Vilnius’ Central Business District, employing about 40 staff across commercial, payments, and support roles. This investment signals long-term commitment, even as regulatory complexity grows.
Lithuania now joins the list of countries where Betsson aims to create a unified brand ecosystem, which also includes sponsorships with Boca Juniors (Argentina), Racing Club, Inter Milan, and Atlético Nacional (Colombia). Such efforts demonstrate Betsson’s ambition to position itself as a premium global betting brand with local relevance.
Outlook: Unified Brand, Diverse Challenges
Betsson’s move in Lithuania exemplifies a broader trend among multinational operators seeking scalability, compliance, and consistent brand identity across fragmented jurisdictions. While the rebrand enhances global reach and marketing synergy, the company must continue adapting to tightening regulations, shifting player preferences, and the competitive digital landscape in Europe.
As Betsson enters this new chapter in Lithuania, its ability to maintain localized trust while operating under a global brand umbrella will be key to sustaining growth and resilience in the region.
