Greece's gambling market has recently welcomed a "new face." Super Technologies' Superbet brand has officially launched in Greece, introducing both sports betting and online casino operations, managed by a localized team. The company announced this news on Monday, positioning Greece as a "strategic stronghold" for expansion in Central and Southern Europe. noted that this move into Greece is another step in Superbet's international expansion, following its recent acquisition of MaxBet, further solidifying its foothold in Romania, Serbia, and Malta.
Greek Market: 15% Annual Growth, Room for Online Penetration
Why Greece? The data speaks. According to Ed Birkin from H2 Gambling Capital, the Greek market is growing by about 15% annually, with current annual total gambling revenue (GGR) at approximately 1.2 billion euros, expected to reach 1.5 billion euros in two years. Birkin also highlighted a key point: "Currently, less than 60% of the licensed gambling market is online, indicating significant room for transition from offline to online." In other words, Greece's digital penetration rate is lower than some more mature European markets, suggesting stronger potential for growth.
Currently, about 20 brands are operating in the market. OPAP's Stoiximan remains the leader, holding about 50% of the online sports betting market share. Athens is becoming a tech hub, with many operators and suppliers establishing tech and trading centers there, slowly turning Greece into a "small highland" for Southern Europe's iGaming infrastructure.
Localized Approach: From Athens Team to "Supersocial"
Superbet is not simply "airdropping" into Greece. They have recruited a local team in Athens, prioritizing local sports events and community activities. Adam Lamentowicz, Super's Chief Commercial Officer for Central and Eastern Europe, described Greece as a "mature and thriving market." He said, "This is not just a typical market entry, but a long-term commitment—to build the most attractive entertainment ecosystem in the country."
John Kalamvokis, General Manager of Superbet Greece, emphasized that the company has recruited a "professional team" and launched a new social product called Supersocial, aimed at enhancing user engagement. He stated, "We have just written the first chapter of a success story, with more impactful collaborations and community projects to come."
Product Focus: Football, Basketball, Tennis, Competitive Odds
At the product level, Superbet's Greek version will focus on a wide range of sports betting, with an emphasis on football, basketball, and tennis. They will offer pre-match and in-play markets, with competitive odds. The emphasis is also on compliance and localized experience, whether on desktop or mobile, providing users with a native feel. observed that this combination of "strong localization and social product innovation" is becoming the standard approach for multinational operators entering emerging markets.
Overall, the Greek market, with its 15% annual growth, represents both an opportunity and a challenge for Superbet. Whether they can take a slice of the pie from Stoiximan depends on how well they play their Supersocial card.
