Superbet to Invest €500M in Greece

Superbet has announced an ambitious €500 million investment plan in Greece over the next six years (2026–2032).

The investment plan will focus primarily on sports sponsorships, as well as spending on adapting the company’s products to the Greek market, staff training and corporate communications.

“We have been present in Greece for just seven months and are interested in the local market, which has a high level of betting maturity and equally high expectations,” Giannis Kalambokis, General Manager of Superbet Greece, said.

He added that the company was pursuing an aggressive commercial strategy, placing greater emphasis on delivering a positive experience to existing customers and building their trust. This approach, he said, had already produced strong results in terms of the company’s market share.

Although a newcomer to the market, Superbet has already secured a 7% share based on TGR (Total Gross Revenue), measured against total monthly betting turnover across the market, which stands at €3.2 billion. Superbet’s turnover in Greece reached €270 million in October.

The company’s management has set a high bar for its long-term market share ambitions, openly stating that it aims to become the market leader within six years.

Superbet operates in several countries, including Romania, Poland, Serbia, Belgium and Brazil, while Blackstone has an active role as a shareholder.

Commenting on developments in the sector, Superbet executives said online betting was continuing to grow, at an annual rate of between 10% and 12%.

Illegal gambling remains one of the market’s main vulnerabilities, they noted, requiring further initiatives to tackle the problem, despite Greece having a satisfactory regulatory framework.