Betsson Group has officially replaced its existing brand Betsafe with its flagship brand Betsson in Lithuania, marking another key implementation of the company's brand integration strategy in regulated markets. This rebranding retains the existing gaming experience while further incorporating Lithuania operations into Betsson's global resource system.

Betsson first entered the Lithuanian market in 2016 through the acquisition of TonyBet and renamed it to Betsafe in 2017. This renaming aims to enhance the uniformity of the group's brand and its global expansion capabilities, while achieving more efficient market synergy and brand influence.

Group CEO Jesper Svensson stated: "Lithuania has always been one of our important markets in Europe. The unified brand will bring broader marketing effects and strengthen our market positioning globally, while continuing the service quality familiar to customers."

The new brand not only maintains the existing localized gaming experience but also introduces more global-level resources and partners, enhancing the service depth for Lithuanian customers. Currently, Betsson has established a larger office in the central business district of Vilnius, covering business, payments, and customer service functions, with about 40 local employees.

It is noteworthy that although Lithuania passed the Gambling Advertising Ban Act in November 2024, sports-related advertising is still exempted. Betsson continues to deepen its connection with the Lithuanian sports community, including sponsoring the national basketball team, Arkliris Football Club, and naming the Lithuanian Basketball League.

This brand transformation is also part of Betsson's global marketing layout, with the group currently having partnerships with Inter Milan, Boca Juniors, and Racing Club among other strong sports teams.