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Thanos Marinos (MD Greece at Betsson Group) explains Betsson’s strategy in Greece
Today we also sat down with Athanasios-Thanos Marinos – MD Greece at Betsson Group, and talked about the Greek gambling industry.
Betsson has been active in the Greek market for 12 months now. Has the market performed in line with expectations?
We launched Betsson in Greece on 11 June, 2021, and since then we have gained incredible traction in the market. This is because we have leveraged the tremendous experience we have gained in other jurisdictions and used it to deliver a superior player experience in Greece. This includes providing players with access to a wide range of casino games and a compelling sportsbook product, underpinned by award-winning customer support. This has enabled us to gain a significant share of the market in a short space of time and this is something we will now build on as we continue to improve the product and experience we offer to players in Greece, and as the market continues to mature and grow.
What drew Betsson to Greece in the first place?
Greece is one of the largest markets in Europe, so it was a natural step for Betsson to apply for a licence from the Hellenic Gaming Commission when it moved to a regulated model in 2021. To not only secure this licence but to be the first operator to do so was an incredibly proud moment for us and is evidence of our position as a leading regulated markets operator. Today, we hold licences in 19 jurisdictions around the world with an ambitious strategy to enter even more regulated markets over the coming months and years.
What are the key challenges faced when entering a newly regulated market? How are these challenges overcome?
There are always plenty of challenges faced when entering new markets and this is why it is incredibly important to carry out thorough research before applying for a licence. Operators must understand what players are looking for from an online casino and/or sportsbook and then determine whether they are able to offer this or not while being fully compliant with the regulations in place. This research also helps when it comes to localisation and understanding what it will take to not only compete with but stand out from other brands in the market.
Understanding the regulations is also a must. This is the only way to ensure that the licensing process is smooth and seamless, and that time is not lost going back and forth with the regulator over issues that can be avoided by simply following the rules that are in place. It must be said that the Hellenic Gaming Commission was incredibly professional in this regard and went to great lengths to support operators throughout the process while also ensuring its standards were being met and that players were protected.
Of course, we had to make sure that we had the necessary resources and infrastructure in place to overcome any challenges faced – from regulation to tax to compliance – in order to secure our Greek licence and successfully enter the market.
The market is growing quickly. What is driving this growth and what role is Betsson playing in this?
The market is growing incredibly quickly, and we expect this to continue for several years to come. This will be driven by more players becoming aware that online sportsbook and casino is legal and regulated, and available to them. This will see many consumers shift away from playing at land-based venues to playing on their laptops, tablets and smartphones. We plan to spearhead this growth by continuing to deliver a superior experience to our players.
What player trends are emerging? How do these preferences compare to other regulated markets in Europe?
Due to the pandemic and the lack of sporting events we saw an uptick in online casino play and also in the popularity of virtuals. While the return of sports has seen many players transition back, virtual games and in-play are still incredibly popular across both sports betting and casino. What’s more, mobile is very much the dominant channel of play, and we are capturing a huge share of the mobile market in Greece and right across Europe thanks to the Betsson Native Mobile App which has won several industry awards.
Is live casino popular with players? If so, what makes it so popular?
Live casino is actually one of the best performing verticals in Greece, both for Betsson and the wider market. That is why we have partnered with innovative live dealer providers who continue to launch new games and features that ensure our players can enjoy the most engaging and entertaining live experience with Betsson. In terms of what makes it so popular, it is the combination of the thrilling gameplay, the authentic casino environment and the interaction with the dealer and other players.
How have you localised your brands for the Greek market?
Localisation is absolutely key in Greece. We are competing with retail brands that have been active in the market for more than a decade and know exactly what players are looking for. For Betsson, we are firm believers that a one-size-fits-all approach is very much a thing of the past and that is why we see localisation as an ongoing task with us always looking at new ways of offering a more personalised player experience.
Of course, it is just as important to gain brand awareness and engage with players and to do that we have rolled out a number of marketing initiatives. This includes sponsoring the SuperLeague2, which was renamed the Betsson SuperLeague2. The goal here was to be present at all of the 32 football grounds in Greece rather than just supporting one or two of the big teams.
Other sponsorship agreements entered include the Rally Acropolis WRC and the International Cycling Tour of Greece. These agreements around high-profile sporting events allow us to generate brand awareness both locally and internationally, so they deliver huge value.
What will the Greek market look like in another 12 months’ time?
It will look a lot more competitive, that’s for sure. We expect to see more operators enter the market over the next 12 months and that will undoubtedly lead to some level of consolidation. The market itself will grow and evolve and we expect the Hellenic Gaming Commission to roll out several important initiatives that will help the land-based sector develop and become more involved with the online market.
Is Betsson committed to Greece for the long term? What plans do you have for the market?
Betsson is here to stay, and we have high expectations for the Greek market. We are a challenger brand right now but very soon, with hard work and commitment, we plan to become one of the top brands in the country. We have even opened a tech hub in Athens and have a number of Betssonites working in Greece to ensure that we really understand the market and what players are looking for. There is no better way of doing this than having boots on the ground.
Editor’s Take
Why this matters: This is a classic “Cross-Sell” play. Meridianbet has already spent seven years building a sports betting database in Belgium. By securing this B+ license, they can now monetize those same users with higher-margin casino products (slots, table games) without needing to acquire new traffic from scratch. With the Belgian casino sector growing at 20% year-over-year, this is a significant revenue unlock for the GMGI portfolio.
The Full Story
Meridianbet, the sports betting and gaming operator owned by Golden Matrix Group Inc. (NASDAQ: GMGI), has successfully expanded its regulatory footprint in Europe by securing a B+ online gaming license in Belgium.
The new license (B+ 4016) authorizes the company to launch a comprehensive online casino platform—featuring slots, table games, and automated live games—starting in January 2026. This move significantly broadens the operator’s capabilities in the country, complementing its existing sports betting operations which have been active in the Belgian market for seven years.
Targeting the Largest Market Segment The strategic rationale behind the license is clear: Casino is now the dominant force in Belgian gambling. According to the Belgian Gaming Commission, the online casino vertical generated €455 million in Gross Gaming Revenue (GGR) in 2023, representing a 20.2% year-over-year increase.
By entering this vertical, Meridianbet gains access to the largest and fastest-growing segment of a market that generated a total of €944.6 million last year.
Tech-First Entry Meridianbet plans to deploy its proprietary AI Casino Recommender technology for the Belgian launch. This system analyzes player behavior and preferences in real-time to deliver personalized game suggestions, a crucial differentiator in a highly concentrated market where just ten operators account for 94% of all online wagers.
Regulatory Context Belgium is known for having one of Europe’s strictest regulatory frameworks, characterized by rigorous compliance standards and player protection protocols. Securing this license validates Meridianbet’s operational standards and deepens its foothold in a “mature” market that is notoriously difficult for new entrants to penetrate.
The post Meridianbet Doubles Down on Belgium: New Casino License Unlocks €455m Market Segment appeared first on Gaming and Gambling Industry Newsroom.
Editor’s Take
Why this matters: In the iGaming affiliate space, the five-year mark is a critical survival threshold. Many media startups fade away before reaching it. LinkDataMedia’s decision to rebrand now is a classic “graduation” signal. By shedding their startup skin for a more corporate, “blue-chip” aesthetic (the stability-focused blue triangle), they are telling operators and partners that they are no longer just an affiliate project, but a stable infrastructure partner ready for larger commercial deals.
The Full Story
LinkDataMedia, the parent company behind the popular affiliate portal Gamblers Connect, has announced a comprehensive corporate rebrand to coincide with its fifth anniversary.
The overhaul includes a completely refreshed brand identity, a redesigned logo, and a fully revamped website, all of which are now live. The move is described by the company not as a mere cosmetic update, but as a strategic pivot designed to distance the business from its “startup roots” and reflect its current status as an established player in the competitive iGaming media landscape.
Visualizing Maturity The new visual language features a modernized blue triangular logo, a shape chosen to represent “stability and forward momentum.” The digital user experience has also been streamlined, offering partners a cleaner interface that aligns better with the company’s matured operational capabilities.
Management Commentary Gjorgje Ristikj, Founder and CEO of LinkDataMedia, commented on the significance of hitting the half-decade milestone in such a volatile industry:
“Surviving the first five years in business takes more than luck. It takes belief, resilience, and the right people around you. This milestone, and the rebrand, reflect exactly that.”
Implementation The new branding has already been deployed across the main corporate website and is currently being rolled out across LinkDataMedia’s social media channels and internal communication platforms. As the company enters its sixth year, the refreshed identity aims to set the stage for a new phase of expansion and innovation.
The post LinkDataMedia Drops ‘Startup’ Look with Major 5th Anniversary Rebrand appeared first on Gaming and Gambling Industry Newsroom.
Editor’s Take
Why this matters: As ICE makes its historic move to Barcelona, established tech providers like Win Systems are under pressure to bring their “A-game” to the larger venue. The focus here isn’t just on cabinets; it’s the ecosystem. By highlighting WIGOS (their CMS) alongside WIN PAY, Win Systems is positioning itself as an infrastructure partner, not just a hardware supplier. The debut of the Gold Club Colors roulette specifically targets the growing demand for visually customizable electronic table games (ETGs).
The Full Story
Win Systems, the global provider of technology for the gaming and entertainment industry, has confirmed its product roadmap for ICE Barcelona 2026, the sector’s most significant international event taking place from January 19 to 21.
Exhibiting at Stand 3M30 at the Fira Barcelona Gran Via, the company will leverage the new venue to showcase a broad portfolio designed to cover the entire casino floor—from management systems to the gaming floor itself.
Systems and Fintech At the core of the showcase is WIGOS, the company’s flagship Casino Management System (CMS). WIGOS is widely recognized for connecting thousands of machines across multiple countries, and the Barcelona display will focus on advanced tools that streamline daily operations and optimize player retention.
Complementing the CMS, Win Systems will present WIN PAY, its secure transaction platform. As cashless and seamless payment solutions become standard requirements for operators, WIN PAY offers the necessary efficiency and security controls for modern gaming environments.
Hardware: Roulette and Slots On the hardware side, Win Systems is refreshing its electronic table game offering with the new Gold Club Colors electronic roulette. The Gold Club line has long been a staple in the company’s portfolio, known for its compact footprint and reliability; the “Colors” iteration promises to maximize visual impact on the floor.
Alongside the roulette, the company will display its latest slot hardware, including the Sublime and Rhapsody cabinets. These units are designed to house the company’s extensive game library, which has been adapted to suit diverse market profiles from Europe to Latin America.
Strategic Goals Win Systems aims to use the three-day event to reinforce its 30-year legacy in the industry. The company described its participation as a commitment to “continuous innovation,” inviting operators and regulators to explore how their integrated solutions can improve in-room performance.
The post Win Systems to Debut New ‘Gold Club Colors’ and WIGOS Upgrades at ICE Barcelona appeared first on Gaming and Gambling Industry Newsroom.
Meridianbet Doubles Down on Belgium: New Casino License Unlocks €455m Market Segment
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