Kaizen Gaming to launch Betano in the UK via BVGroup white-label deal

Greek-headquartered firm to tap BVGroup’s tech to go live in the UK following reports of a £40m front-of-shirt sponsorship deal with Aston Villa
The post Kaizen Gaming to launch Betano in the UK via BVGroup white-label deal first appeared on EGR Intel.  

Kaizen Gaming has partnered with BVGroup to launch its Betano brand in the UK via a white-label agreement with the Gibraltar-based firm.

The launch in the UK would bring Betano’s number of active markets to 14, with operations already ongoing in Ontario, Portugal and Nigeria. 

In partnering with BVGroup, Kaizen Gaming will use the firm’s white-label product to go live in the UK. BVGroup already provides white-label solutions to Parimatch, Heart Bingo and talkSPORT Bet.

Betano will use BVGroup’s technology in the UK, with the operator having its own proprietary platform deployed in other global markets.

Betano.co.uk is not yet fully operational, with the website currently a holding page with a welcome message that reads: “We’re on our way. A new era of betting launches soon.”

The move into the UK comes ahead of a major year of sponsorship deals for the Greece-headquartered operator as the firm secured partnerships with UEFA to sponsor Euro 2024 and CONMEBOL for the Copa America, with both tournaments scheduled to take place in June.

Last month, The Telegraph reported Betano will become Aston Villa’s new front-of-shirt sponsor on a two-year deal worth a club record £40m.

On the launch in the UK, Kaizen Gaming CCO Julio Iglesias Hernando said entering the market would be a “challenge” as he praised BVGroup’s role in the move.

Hernando remarked: “It is a challenge to enter one of the largest regulated online gaming markets in the world, and to ensure a successful entry, you need excellent partners; a bit like competing in the Premier League.

“Finding the right partner has been a top priority for us, and this is exactly what we did with the well-established and reputable BVGroup. We are confident our partnership in the UK will be a success.”

Brent Almeida, BVGroup CCO, added: “Kaizen Gaming, with its flagship Betano brand, has cemented its status in recent years as a leading operator in the online gaming industry, evidenced by its partnerships with the world’s largest sporting events, including the FIFA World Cup in 2022 and now the UEFA Euro 2024 as well as CONMEBOL Copa America 2024. 

“We are honoured to partner with Kaizen Gaming in bringing its Betano brand to the UK market, where we are confident that our technology and operating capabilities will give sports fans the safe and entertaining gaming experience that they expect from such a well-respected brand,” he concluded.

Elsewhere, Kaizen Gaming recently announced the establishment of its own charitable organisation, the Kaizen Foundation, which will be funded exclusively by the operator. 

The new foundation will function in every market where the operator’s brands, Betano and Stoiximan, are present.

The post Kaizen Gaming to launch Betano in the UK via BVGroup white-label deal first appeared on EGR Intel.


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