– New identity marks shift from betting operator to full-scale technology platform
– Leadership outlines vision to power the next era of sports, gaming, and fan engagement
Global gaming and technology company Superbet Group has unveiled a major corporate rebrand, officially adopting a new name and identity: Super. The transition reflects the company’s strategic evolution from a leading international sports betting and gaming operator into a broader technology-driven entertainment group focused on global scalability.
Founded in Romania in 2008 by entrepreneur Sacha Dragic, the organisation has spent more than a decade expanding its market presence across Europe and beyond. The new brand direction signals its ambition to accelerate this international expansion while investing heavily in a next-generation technology ecosystem designed to support future forms of digital entertainment.
Hans-Holger Albrecht, Chairman of the Board, emphasised that the rebrand represents a long-term strategic pivot rather than a cosmetic change. “Super represents the natural step from a leading global sports betting and gaming operator to a company that is building the technology platform that will champion the future of play,” he said. “This rebrand signals our determination to shape the future of fan-centric entertainment, creating lasting value for our customers, partners, and communities.”
According to the company, the new identity is built around a commitment to innovation and adaptability. As consumer expectations shift and digital entertainment converges with interactive technologies, Super intends to position itself at the centre of that evolution.
Deputy CEO Albert Simsensohn expanded on the operational vision underpinning the rebrand. “We are on a mission to build the technology that will power the next generation of sports, gaming and fan experiences,” he said. “Participation drives value and we want to reward this by turning everyday interactions into loyalty, and loyalty into deeper engagement.”
Simsensohn added that Super is developing a platform with broader scope and deeper capabilities, one that integrates product solutions, entertainment content, and community engagement features into a unified ecosystem. “From product solutions to original content, our ambition is to own the full experience,” he stated.
With this rebrand, Super aims to move beyond the traditional confines of betting and gaming, aspiring to become a global entertainment technology leader, one capable of shaping how fans interact, play, and experience digital worlds in the years ahead.
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