The prominent Betsson Group and GoldenRace have confirmed that they have officially partnered up, with GoldenRace becoming the group’s first and sole provider of virtual sports games in Greece.
Online players in Greece will now be able to enjoy virtual sports betting through an aggregator platform.
GoldenRace was founded in Malta in 2006, and it now employs over 300 people. Significantly, its games are now available at over 400 websites across the world. This deal with Betsson builds on GoldenRace’s recent agreement with Paston to provide games to the Spanish market.
Betsson Greece Managing Director Thanos Marinos is delighted about the deal, which fits perfectly, in his view, with his group’s strategy of always striving to provide the very best possible entertainment for their customers.
Fresh new content for Betsson customers
“Bringing in new and fresh content is a big part of what we do,” he said.
“I would like to welcome GoldenRace to our product portfolio, which I am sure our customers will find as a great addition to our existing offering.”
GoldenRace CEO and Founder Martin Wachter believes the deal helps to put GoldenRace in a great position to benefit from the expanding Greek market.
“The Greek gambling market is growing fast and offers exciting opportunities,” he said.
“We knew that when we first started operations in the country, and it is amazing to join forces with Betsson, to keep offering Greek players our leading virtuals.”
Betsson is one of the world’s top brands for online sports betting. Last year, the group made a point of targeting the re-regulated Greek market, as shown by their acquisition of two Hellenic Gaming Commission (HGC) licences.
Chief Commercial Officer, Ronni Hartvig, revealed last year when speaking to SBC News that expansion in locally regulated markets represented a real opportunity to drive expansion for the brand.
Prioritising such projects can often be a tricky balancing act when it comes to maintaining existing business strategies in other markets, but Hartvig was confident the group could manage Greek expansion successfully.
The group also opened a tech hub in Athens in 2021, something that Hartvig feels is a real asset, especially given its geographical proximity to the group’s head office in Malta.
Betsson to offer something different in Greece
He also explained that Betsson’s strategy was to respect the operators already present in the Greek market by offering customers something different. The virtual football betting and other virtual sports options available via GoldenRace would seem to be plank of this strategy.
“Our approach is that we want to be different through our offering,” he said.
“We will definitely have an approach to position ourselves as offering fun and entertainment in order to attract attention to our operations.”
Betsson is looking to position itself as one of Greece’s top operators in the coming years. Flexibly adjusting to the differing local demands of the market will be a big part of that.
“At Betsson, we are always listening to our customers’ needs and wants and we constantly strive to provide the very best entertainment to our clients,” Marinos added.