Adam Lamentowicz, Chief Commercial Officer CEE of Super Technologies, tells SBC News that the betting multinational’s high-risk and reward launch in Greece has laid the foundation for its Superbet brand to take top-three sport in the market in record time.
The Romania-based firm is confident that local players recognise Superbet as the real contender, rocking the market place on price, product and promotion.
In April, Super Technologies unveiled its plans for a launch in Greece to SBC News.
The move represented the sixth market launch of Superbet, with competitor and investor eyes sharpened as the operator embarked on its first new market entry underpinned by the €1.2bn investment of private equity giant Blackstone.
Leading the initiative, Adam Lamentowicz, Chief Commercial Officer CEE at Super, underscored the importance of the Greek launch and his ambition to rock the boat of the market’s “stubborn and entrenched incumbents”.
Superbet’s Greek summer
Superbet announced its arrival through high-profile partnerships with Ethinki Super League clubs PAOK Thessaloniki and Panathinaikos, but sponsorship alone represented only one component of what has become the highest-risk commercial launch of Super’s history.
Beyond the noise, Lamentowicz explains how Super has dominated attention throughout a summer of sport and believes it has laid the foundations for a podium finish against Greece’s established brands, Stoiximan, Novibet and OPAP.
With the launch phase complete, Super has now set itself a new objective: becoming one of Greece’s three largest online gambling operators within the next three years.
For Super, the Greek market was never expected to be an easy win. It is one of Europe’s most mature and competitive online gambling jurisdictions, where established domestic operators command deep customer loyalty, extensive sponsorship portfolios and years of brand engagement.
Rather than attempting to outspend competitors on bonuses alone, Super opted for a broader launch strategy, combining major sports sponsorships with product localisation, customer engagement initiatives and an aggressive brand campaign designed to establish credibility quickly.
“Superbet, our leading commercial brand, has entered the Greek market with real intent,” said Lamentowicz.
“We are now partners of the country’s leading sports clubs, both in football and in basketball. We have signed strategic partnerships with iconic football brands like Panathinaikos, PAOK, alongside Levadiakos, Panionos, and the main sponsorship of Greek Super League 2.
“In addition to these, we are also main partners of Olympiacos Basketball Club, the EuroLeague Champions and Greek Champions, and of AEK Basketball Club.”
According to Lamentowicz, those sponsorships were never intended to be standalone marketing exercises.
“Sports sponsorships and activations sit at the heart of our launch strategy and reflect our long-term commitment to markets that we regard as strategically important for growth.”
The operator simultaneously invested heavily in adapting its platform to Greece’s regulatory framework while building a product proposition specifically around local customer behaviour.
“Customer centricity has guided every step of that process, shaping how we design products, run CRM and craft promotions around real customer behaviour rather than a one-size-fits-all model,” Lamentowicz explained.
“That work came to life through SuperSocial, our Content Creators Program, a broad Free to Play offering, and commercial promotions like 1UP and SuperDrop, both of which have quickly become associated with the Superbet brand in the market.”
Greek pay-off…
While the financial commitment behind the launch has been considerable, Super believes the early indicators justify the investment.
“Three months into our market entry, we are seeing over 8% share of search, with market share gains tracking closely alongside that figure according to our estimates,” said Lamentowicz.
“Client acquisition has been strong, and retention metrics are already encouraging for a brand still establishing itself.”
The operator says it has already acquired more than 150,000 customers during its first months in Greece, providing management with confidence that it can steadily close the gap on the country’s established operators.
“We have reasons to be very confident, based on the market-entry momentum, brand perception and customer data we are seeing,” Lamentowicz added.
“We have acquired more than 150,000 new customers in a short window. That pace will naturally moderate once the World Cup effect settles, which is expected, but our marketing approach is genuinely holistic, built around a strong share of voice, digital presence and, most importantly, activating our sponsorships through unique experiences.
“We also have meaningful product refinements planned that give us confidence in sustaining this momentum going forward.”
Beyond customer acquisition, Super believes differentiation will ultimately come through product innovation rather than promotional spending alone.
“We have introduced promotions that are genuinely new to the market, concepts that local operators have not yet explored,” Lamentowicz said.
“At the core of this is a strong customer-centric mindset, one that puts the client at the centre of every operational and CRM decision, built on a generosity proposition anchored by a fully scoped product.
“The Superbets feature, an intuitive bet builder, a wide range of Free to Play options and strong iGaming cross-sell and engagement all transform our offering into a differentiator that convinces customers to choose us versus other competitors.”
A united fight against black market
The company’s ambitions extend beyond commercial growth. Lamentowicz also welcomed the Hellenic Gaming Commission’s (HGC) robust stance against Greece’s black market, describing tougher enforcement as essential for licensed operators.
“The Hellenic Gaming Commission is clearly focused on addressing the black market, which remains significant in Greece,” he said.
“Based on our dialogue with the regulator, the coming period will bring criminal charges against influencers and affiliates promoting illegal sites, alongside a firmer approach to operators, payment providers and content providers connected to black market networks.
“As a licensed and fully compliant operator, Super fully welcomes this direction from the HGC and supports it however possible through data analytics and joint efforts coordinated with the European Gaming and Betting Association, where we have recently become members of the Board of Directors.”
Despite the encouraging start, Super acknowledges that its challenge is only beginning. Displacing brands that have spent decades building customer trust will require sustained execution rather than a successful launch campaign.
“Our aim is to hold a podium position in this market within the next three years,” Lamentowicz concluded.
“We appreciate the work of leading operators like Stoiximan and Novibet, so we expect the climb to demand real effort and sustained high-quality execution. At the same time, we are confident in our product and operational excellence capabilities.”
“We have a track record of moving from a new entry to podium positions in markets like Poland and Brazil. We perform very well in places where sport runs deep in the culture of the community and customers appreciate strong sportsbook products.”
“Our journey of growth in Greece is expected to be a marathon, built on genuine customer centricity, strengthened by local partnerships, powered by strong sports sponsorships and brand campaigns, and executed by a sizeable, professional, locally built team.”