• Complementing its broader international marketing strategy, Betsson Group launched Betsson, its flagship brand, in Lithuania
• The company confirmed that its former Betsafe operation transitioned to the Betsson brand, in a move that unifies and elevates the brand's presence
• Jesper Svensson, Betsson Group's CEO, shares his excitement

One of the largest companies in the European online gambling industry and one that operates more than 20 brands, offering casino, sportsbook and other games, Betsson Group, announced the launch of its flagship brand in Lithuania.

The latest launch saw the company introduce its Betsson brand in a move that further propels its European footprint.

Betsafe becomes Betsson in Lithuania

Besides launching its flagship brand, Betsson Group confirmed the rebranding of its former Betsafe operation to the Betsson brand.

The two strategic moves are significantly boosting the company's presence in this important European market.

The rebrand and launch follow the debut of Betsson Group in Lithuania in 2016.

At the time, the company acquired TonyBet and rebranded it to Betsafe in the year that followed.

With the expansion of Betsafe as a brand in Lithuania, Betsson Group identified that the rebrand to Betsson complements its brand recognition, offering better scalability and consistency.

Betsson Group's decision to rebrand Betsafe comes after a recent major investment in Lithuania.

The company changed its offices, moving to a bigger office location in Vilnius' Central Business District approximately two years ago.

Currently, that office employs some 40 workers who play important roles in Betsson's operation in the country.

Recently, Betsson announced it no long plans to reenter the Dutch gambling market.

The company maintains a growth trajectory

Betsson Group's decision to rebrand Betsafe in Lithuania is in line with its international marketing strategy.

The company remains focused on establishing and maintaining high-profile sponsorships in the sports vertical, including collaborations with Inter in Italy, Boca Juniors and Racing Club in Argentina, and other recognizable clubs in Latin America and Europe.

Ultimately, such collaborations help increase brand awareness and the move in Lithuania complements that goal.

Jesper Svensson, Betsson Group's CEO, said about the latest move: "Lithuania has been an important market for us over the years, and this rebrand is a natural next step in our journey."

Finally, Svensson pointed out: "By aligning our presence in the market under the Betsson brand, we can tap into broader marketing synergies, strengthen our global identity, and continue offering the same great service that our customers know and trust."

In Lithuania, Betsafe supports both football and basketball teams.

Besides being a sponsor of the football club FC ?algiris, Betsafe serves as a title sponsor of the Lithuanian Basketball League and Lithuania's men's and women's national basketball teams.

Image credit: Betsson Group