SuperBet Group rebrands as Super Technologies in strategic shift to technology platform
Table of contents
- SuperBet Group announces rebrand to Super Technologies, known as Super, reflecting evolution from sports betting operator to technology-driven entertainment company.
- The company maintains commercial brands in existing markets including Brazil, Romania, Poland, Belgium and Serbia.
- Founder Sacha Dragic set to become sole CEO in January 2026 following leadership restructure that sees co-CEO Jimmy Maymann return to the board as advisor.
SuperBet Group has unveiled a corporate rebrand to Super Technologies, marking a strategic repositioning as the Bucharest-based operator expands its focus beyond sports betting and gaming into broader technology platform development.
The new identity, which will be known simply as Super, was announced on 11 December 2025. It reflects the company’s transformation from a regional betting operator into a diversified technology business with international ambitions.
Commercial brands remain unchanged
Super will continue operating its established consumer-facing brands across current territories. The company maintains B2C operations in Brazil, Romania, Poland, Belgium and Serbia, with plans for further international expansion.
Hans-Holger Albrecht, Chairman of the Board at Super, said:
“Super represents the natural step from a leading global sports betting and gaming operator to a company that is building the technology platform that will champion the future of play. This rebrand signals our determination to shape the future of fan-centric entertainment, creating lasting value for our customers, partners, and communities.”
Customers, partners and affiliates will continue interacting with familiar products and services. The Superbet brand retains its presence in markets where it has established strong recognition.
Technology-focused organisation
The rebrand captures Super’s evolution since its 2008 founding. Created to develop betting and gaming applications, the group has expanded into a technology-focused organisation pioneering digital entertainment platforms.
Super now operates primarily on proprietary solutions, supported by development hubs in Romania, Croatia, Spain, and the Netherlands. The company has released products including SuperCoins (loyalty programme), SuperSocial (community features) and SuperSub (prediction and rewards tool).
Sacha Dragic, Founder and CEO of Super, commented:
“As we continue to grow and expand into new areas, our brand reflects both our heritage and our ambition. The playstack developed by Super will be much more than a tech foundation, it will constitute our growth engine,” said Dragic.
“It will power faster brand launches, stronger partner ecosystems, and deeper, more meaningful fan connections. With this core strategy, we will build a globally leading play-technology platform that will power the new generation of immersive entertainment ecosystems.”
Leadership changes accompany rebrand
The transformation coincides with executive restructuring. Dragic, who returned as co-CEO in September 2024 alongside Jimmy Maymann, will become sole chief executive from January 2026.
Maymann will transition to the board as an advisor. Albert Simsensohn, currently Group COO, assumes the Deputy CEO role, whilst Eamonn O’Loughlin, CCO International, becomes Group COO with expanded responsibilities for customer operations and partnerships.
Market expansion and industry recognition
Super’s international footprint includes its 2021 acquisition of Napoleon Sports & Casino in Belgium, valued at over €350 million. The deal represented Belgium’s third-largest sports betting and casino operator.
The company climbed to ninth position in the EGR Power 50 2025 rankings, advancing from 11th place in 2024. This represents entry into the global top 10 most influential operators in the betting and gaming sector.
Super secured a €1.3 billion refinancing agreement with Blackstone in February 2025, following an initial €175 million minority investment from the private equity giant in 2019. The capital strengthens the group’s expansion capabilities and technology development.
The operator recently enhanced its sportsbook offering through a strategic partnership with Kambi for the Odds Feed+ product, providing access to premium traded odds across digital and retail channels.
Future outlook
The rebrand positions Super for its next growth phase, combining established sports betting expertise with technology-driven entertainment ambitions. The company emphasises innovation, responsible gaming, and customer-centricity as core principles.
Super’s proprietary platform aims to enable faster market entry, strengthen partnerships and deepen user engagement across multiple territories. The group continues pursuing regulated market opportunities whilst developing its technology infrastructure.
The transformation reflects broader industry trends toward integrated entertainment ecosystems, in which operators expand beyond traditional betting services into comprehensive digital platforms.
For more information about Super’s rebrand and new strategic direction, visit www.super.xyz
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About the author
Bianca Máthe
Bianca Mathe joined the iGaming industry in 2018 and has since built extensive experience across multiple verticals, working with international gaming organizations on editorial, marketing, and media strategy. She brings a strong understanding of the regulatory, commercial, and technological forces shaping the global iGaming sector.
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