Superbet Rebrands as Super Technologies, Signalling Renewed Global Ambition

Superbet has undergone a significant transformation, rebranding as Super Technologies as it prepares for its next phase of global growth. The new corporate identity, revealed this week, reflects how the  Bucharest-based group assesses its operations not only as a betting and gaming operator but as a broader technology business with an international reach.

The Company’s Operations Have Evolved Significantly

According to the company’s management, its new name will be shortened to Super, a label that better matches its expanding focus on in-house platforms, product development, and digital innovation. The Superbet name will remain unaffected in consumer-facing markets where it already holds strong positions and enjoys robust brand recognition.

The company remains a leading operator in its home country, Romania. Super Technologies has also expanded into new territories like Poland, Serbia, and Brazil. It also secured a foothold in Belgium after the acquisition of Napoleon Sports & Casino in 2021. Company executives have noted that international expansion, whether organic or through acquisition, remains a central part of the group’s plans.

Super’s new identity seeks to capture several years of evolution, particularly the acceleration of its technology arm. The group now relies on homegrown solutions to run its core B2C operations, supported by an expanding network of development hubs. Two new centers in Madrid and Amsterdam recently joined existing teams in Romania and Croatia.

The Future Seems Bright

Super used the rebrand to draw attention to its proven track record in sports betting and gaming. In the past few years, the company has released a steady stream of in-house products, including SuperCoins, its loyalty program, SuperSocial, a community features suite, and SuperSub, a prediction and rewards tool popular in emerging markets. 

This development also coincides with high-level management shifts. Founder Sacha Dragic, who returned last year as co-CEO alongside Jimmy Maymann, will become sole chief executive in January. The structural change follows a €1.3 billion ($1.53 billion) refinancing agreement with Blackstone in February, bolstering the group’s liquidity and expansion ambitions.

Our brand reflects both our heritage and our ambition. We will build a globally leading play-technology platform that will power the new generation of immersive entertainment ecosystems.

Sacha Dragic, Super Technologies founder

The rebranding marks a fitting capstone to a year that saw the group enter the EGR Power 50 top 10 for the first time and reaffirmed its dedication to Brazil’s recently legalized gaming market. With fresh capital, a larger tech footprint, and a new name reflecting its broader ambitions, Super is taking bold strides into the technological ecosystem that surrounds its core gaming operations.