Betano ready to make “substantial impression” in the UK following launch

Kaizen Gaming has launched its Betano brand in the UK after securing a white-label agreement with BVGroup.

News of the launch first broke last month, when Kaizen Gaming partnered with BVGroup as part of a agreement with the Gibraltar-based firm to bring Betano to the UK.

BVGroup already provides white-label solutions to a number of different operators, including talkSPORT Bet, Parimatch and Heart Bingo.

Kaizen Gaming has elected to approach the UK with a white-label deal despite boasting its own proprietary technology across its other global markets.

The UK launch marks the latest milestone in what has been a strong year so far for Kaizen Gaming, with its Betano brand having already been named the official sponsor of both the Copa America 2024 and UEFA Euro 2024.

As part of the operator’s launch in the UK, newly registered customers will have the chance to win tickets to the upcoming European Championship.

Alongside sponsoring the two major international football tournaments, the Greece-headquartered operator was unveiled as the new main shirt sponsor for Premier League side Aston Villa last month.

The deal will officially begin at the start of the 2024-25 season and is currently set to run for the next two campaigns, with Betano replacing Asia-facing operator BK8 as Villa’s front-of-shirt sponsor.

According to The Telegraph, the agreement is worth a record £40m for the Champions League-chasing side.

Following today’s, 10 May, launch, Betano UK customers will have access to features such as enhanced accumulators, bet boosts, a bet builder product and the recently released Lucky Dip random number generator that is live across the BVGroup portfolio of brands.

Julio Iglesias Hernando, Kaizen Gaming chief commercial officer (CCO), said: “Betano has earned international acclaim for providing high-quality and entertaining betting experiences. 

“This ambition is equally matched by BVGroup’s passion and expertise. Our foremost priority is to always engage with customers responsibly, ensuring their safety through strict regulatory compliance and cutting-edge technology. 

“As we expand our footprint globally, we’re excited to unveil the Betano brand in the UK alongside BVGroup and are equally enthusiastic for what the future will bring,” he added.

Brent Almeida, BVGroup CCO, added: “We are delighted to have partnered with Kaizen Gaming and launched its Betano brand in the UK market. This is the latest in a long line of successful launches for BVGroup.

“We’ve got some fantastic welcome offers available to new customers, and once signed up, they can expect plenty of innovative features covering all their favourite sports and casino products.

“We are confident that our technology and operating capabilities will give Betano customers a safe and entertaining gaming experience.”