Betano is to launch in the UK market through a partnership between the brand’s owner, Kaizen Gaming and technology provider BVGroup.

Kaizen said the collaboration combines Betano’s global brand recognition with BetVictor owner BVGroup’s proprietary technology and experience as a UK operator. Betano’s entry into the UK market follows its establishment in Europe, Africa and the Americas.

Betano’s move into the UK comes during a year in which it has become an official sponsor of both Uefa Euro 2024 and the CONMEBOL Copa America 2024. The UK site features the Euro 2024 logo, indicating the brand will launch in time for this summer’s European Championships in Germany.

“It is a challenge to enter one of the largest regulated online gaming markets in the world,” said Julio Iglesias Hernando, Kaizen’s chief commercial officer.

“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. 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.”

What will Betano bring to the UK market?

Kaizen’s brands – Betano and Stoiximan – operate in 14 nations. Kaizen debuted its Stoiximan brand in Greece in 2012.

Kaizen said its UK platform will offer in-play betting, enhanced accas, bet boosts and a bet builder product. It added that the partnership also means that Betano customers will be supported with BV Group’s suite of safer gambling tools.

BVGroup owns licences in the UK, Republic of Ireland, Gibraltar and Ontario. It services multiple brands across sports betting, casino and bingo.

“Kaizen, with its Betano brand, has cemented its status as a leading operator,” said Brent Almeida, CCO of BVGroup.

“We are honoured to partner with Kaizen Gaming in bringing its Betano brand to the UK market. We are confident that our technology and operating capabilities will give sports fans the safe and entertaining experience they expect.”

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