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Kaizen Gaming has partnered up with BVGroup to launch its flagship Betano brand in the UK for the first time.

The UK launch marks the latest market expansion for the sportsbook brand, which is already active across Europe in Portugal, Romania, Germany, Bulgaria and the Czech Republic.

It also boasts a significant presence in Latam, with the product on offer in Brazil, Chile, Peru and Ecuador, as well as in Canada via Ontario and in Africa with Nigeria.

Originally a Greek company, Kaizen has experienced significant international expansion in recent years.

The company operates the Stoiximan brand in its domestic markets of Greece and Cyprus, while the Betano brand is used for its overseas offerings.

Betano has used marketing to establish a global brand presence and is the official sponsor of both UEFA Euro 2024 and the CONMEBOL Copa America 2024.

UK launch

The new UK deal will join Betano’s global brand recognition with BVGroup’s proprietary technology and experience of operating in the UK market.

Kaizen Gaming CCO Iglesias Hernando (pictured) said: “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.

“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 that our partnership in the UK will be a success,” he added.

BVGroup is the parent company and technology specialist behind renowned UK bookmaker BetVictor, which is based in Gibraltar.

The company powers further brands including Heart Bingo and talkSPORT BET, and supplies tech on a B2B basis to white label partners including Parimatch UK.

BVGroup CCO Brent Almeida said: “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.

“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 added.

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