Superbet plans about €500m investment in Greece over six years as it targets market leadership
Superbet says it will invest roughly €500 million in Greece over six years, spending on sponsorships, technology, training and marketing. It estimates a 7% share of Greek betting stakes after seven months in the market.
GamblingSource: iGaming Business
Superbet intends to invest around €500 million ($561 million) in Greece across the next six years as it builds its presence in the country's regulated betting market. The company outlined the plan to reporters on Thursday, according to local reporting cited by iGaming Business.
The funds are earmarked for sports sponsorships, technology, staff training and marketing. Giannis Kalambokis, general manager of Superbet Greece, said the operator has been active in the country for seven months and described the market as having "a high level of player maturity and expectations". He said the strategy centres on improving the experience of current customers and earning their trust.
Superbet puts its share of Greek betting stakes at about 7% and reported turnover of €270 million for October. Those numbers reflect amounts wagered, not revenue. Management has set the goal of reaching first place within six years, with Kalambokis saying the firm wants to "be first in the preferences of players in six years".
Sponsorships are central to that approach. Kalambokis argued that sport and sponsorship offer the quickest and most direct route into a market and a way to show the brand's identity. When Superbet launched in Greece, Adam Lamentowicz, its chief commercial officer for Central and Eastern Europe, called the move "a long-term commitment to build the country's most engaging entertainment ecosystem", pairing sporting competitions with community involvement. The Greek entry followed the company's acquisition of MaxBet, which extended its reach in Romania, Serbia and Malta.
Executives also said online betting in Greece is expanding by 10% to 12% annually, while illegal gambling remains a persistent problem. Kalambokis cited research valuing the Greek illegal market at €800 million.
The Hellenic Gaming Commission (EEEP) issued six blacklist updates last year, lifting the number of blocked domains from 9,590 in 2024 to 12,642, and it received 586 whistleblower reports. In a March statement, the government estimated that illegal activity cost the state about €400 million in lost revenue in 2025.
Based on reporting by iGaming Business.