Betsson has launched its flagship brand in Lithuania, replacing Betsafe.
Betsson Group joined the Lithuanian industry in 2016 when it acquired TonyBet, which was renamed as Betsafe in 2017. The current shift to the Betsson brand is part of the company's larger objective of consolidating activities across regulated markets under a single brand. The relocation intends to improve operational efficiency, scalability, and global brand recognition.
For Lithuanian customers, the rebrand preserves the current gaming experience while integrating it within a larger international framework. The transition provides access to extra resources, global relationships, and new engagement opportunities under the Betsson brand.
Betsson Group CEO Jesper Svensson commented: "Lithuania has been an important market for us over the years, and this rebranding is a natural next step in our journey." By integrating our market presence under the Betsson brand, we can capitalise on greater marketing synergies, reinforce our worldwide identity, and continue to provide the exceptional service that our clients have come to expect."
The branding also reflects recent operational improvements in the country. In recent years, the company relocated to a larger location in Vilnius' Central Business District, where roughly 40 workers work in commercial, payments, and support departments.
The firm has formed local ties in Lithuania, including the title sponsorship of the Lithuanian Basketball League, backing for the national basketball teams, and sponsorship of the football club FC Algiris.
The brand shift is part of the Betsson Group's worldwide marketing plan, which includes sports partnerships with Boca Juniors, Racing Club, Inter, and Atlético Nacional.
