Superbet Group has formally introduced a new corporate identity, announcing that it will operate under the name Super Technologies, with the shortened brand Super serving as its public-facing identity. The change reflects a shift in how the company defines itself, moving from a business best known for sports betting and gaming operations toward a broader role in technology and digital entertainment.

The company confirmed that the rebrand does not signal a withdrawal from existing markets. Its commercial brands will continue operating across established territories, including Brazil, Romania, Poland, Belgium, and Serbia. Customers, partners, and affiliates will continue using the same platforms and products currently available, while the group pursues expansion opportunities in additional global markets tied primarily to technology and product development.

Shift from operator to technology-focused group

Super’s leadership described the rebrand as the outcome of a long-term evolution rather than a sudden repositioning. Hans-Holger Albrecht, chairman of the board, framed the transition as a response to how the company’s role has expanded over time. “Super represents the natural step from a leading global sports betting and gaming operator to a company that is building the technology platform that will champion the future of play,” he said. “This rebrand signals our determination to shape the future of fan-centric entertainment, creating lasting value for our customers, partners, and communities.”

Founded in Romania in 2008 by entrepreneur Sacha Dragic, the company initially focused on developing and operating betting and gaming applications. Over the years, it broadened its activities across technology, product development, and entertainment services. According to the company, the Super name reflects both its origins and its intention to play a wider role in how digital entertainment platforms are built and scaled.

The group stated that it will keep its current B2C operations intact while using the rebrand to pursue growth beyond traditional gaming. The emphasis going forward will rest on technology platforms designed to support faster launches, deeper engagement, and wider partnerships across entertainment ecosystems.

Leadership outlines long-term platform ambitions

Sacha Dragic, founder and CEO, said the new identity aligns with how the company now views its core capabilities. “As we continue to grow and expand into new areas, our brand reflects both our heritage and our ambition,” Dragic said. “The playstack developed by Super will be much more than a tech foundation, it will constitute our growth engine. It will power faster brand launches, stronger partner ecosystems, and deeper, more meaningful fan connections. With this core strategy, we will build a globally leading play-technology platform that will power the new generation of immersive entertainment ecosystems.”

Dragic’s comments follow previously announced leadership changes that will see him assume the role of sole CEO from 1 January 2026. In October, the group confirmed adjustments to its senior management structure, including Jimmy Maymann stepping down as co-CEO and returning to the board, while Albert Simsensohn transitions from group chief operating officer to deputy CEO. Eamonn O’Loughlin will take on the role of chief operating officer.

These changes, according to the company, are intended to support the next phase of development as Super places greater emphasis on product-led growth and platform scalability.

Engagement and participation at the center of strategy

As reported by Reuters, Albert Simsensohn said the rebrand reinforces the company’s intention to deepen engagement across its user base. “We are on a mission to build the technology that will power the next generation of sports, gaming and fan experiences,” he said. “Participation drives value and we want to reward this by turning everyday interactions into loyalty, and loyalty into deeper engagement.”

He added that Super’s ambitions extend beyond individual products. “Super will create a platform broader in scope, a platform designed for players, partners, and fans. From product solutions to original content, our ambition is to own the full experience.”

The company stated that its future direction will combine its operational experience in regulated betting markets with a wider technology focus, allowing it to serve both consumer-facing brands and partner ecosystems. While the Super name introduces a new corporate identity, the group emphasized continuity for its existing operations as it positions itself for further international growth.