International gambling conglomerate Superbet Group is rebranding to Super Technologies, or Super for short.

The new brand identity, according to management, will be more closely aligned with the firm’s evolution and appetite for strengthening its global footprint through aggressive expansion.

Hans-Holger Albrecht, Chairman of Super, said: “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.

“This rebrand signals our determination to shape the future of fan-centric entertainment, creating lasting value for our customers, partners, and communities.”

Following in the footsteps of the company’s founder and entrepreneur, Sacha Dragic, current Deputy CEO Albert Simsensohn clearly outlined what the next step of Super’s evolution will be, underscoring a vision of continuous innovation in the best interest of the customer.

He added: “We are on a mission to build the technology that will power the next generation of sports, gaming and fan experiences. Participation drives value and we want to reward this by turning everyday interactions into loyalty, and loyalty into deeper engagement.

“Super will create a platform broader in scope, a platform designed for players, partners, and fans. From product solutions to original content, our ambition is to own the full experience.”

Super-b performance

Founded in Romania in 2008, Superbet Group has since significantly accelerated its international expansion and technology capabilities.

It offers betting and gaming in Romania, Belgium, Poland, Serbia, and recently Brazil – taking full advantage of the latter’s regulated online gambling marketplace launching at the start of this year, and turning it into one of its key markets in Latin America.

Now Super, the company will continue to leverage its existing technology and innovation hubs in the Netherlands, Spain, Croatia, and the UK, fostering local and global product development partnerships.

Previous comments made by Adam Lamentowicz, CCO of Super for Central and Eastern Europe, have also hinted at expansion into Asia.

Lastly, the company signed a €1.3bn refinancing deal with private equity fund Blackstone, which will further strengthen its global growth, investment capabilities and M&A opportunities.