Superbet will invest approximately €500 million (US$561 million) in Greece over the next six years as it seeks to grow its presence in the country’s regulated betting sector.
The investment will cover sports sponsorships, technology, staff training, and marketing, the company told reporters on Thursday, according to local media outlet OT.gr.
Giannis Kalambokis, General Manager of Superbet Greece, said the operator had been in the market for seven months and found that Greek players had high levels of experience and strong expectations. He said the company wanted to strengthen customer relationships by improving its services and earning players’ confidence.
Superbet estimates that it accounts for about 7% of Greek betting stakes. It reported a turnover of €270 million (US$303 million) in October, referring to the total value of wagers rather than revenue.
The company aims to become the country’s leading betting operator within six years. Kalambokis said it wanted to “be first in the preferences of players in six years”.
The investment plan includes adapting its products and technology to the Greek market, as well as developing its workforce and expanding sponsorship activities.
Kalambokis said sports sponsorships were central to establishing the company’s presence in the country. “We believe that the way to enter quickly and directly and show who we are in the Greek market is through sports and sponsorships,” he said.
When Superbet entered Greece, Adam Lamentowicz, its Chief Commercial Officer for Central and Eastern Europe, described the move as a long-term commitment to building an entertainment ecosystem centred on sports competitions and community involvement.
“This goes beyond a typical market entry,” Lamentowicz said. “It is a long‑term commitment to build the country’s most engaging entertainment ecosystem and bring people closer through excitement and a shared passion for sporting competitions.”
The expansion followed Superbet’s acquisition of MaxBet, which strengthened its presence in Romania, Serbia, and Malta.
Superbet executives said online betting in Greece was growing by 10% to 12% annually, but identified illegal gambling as a continuing challenge. Kalambokis cited research estimating the country’s illegal gambling market at €800 million (US$898 million).
The Hellenic Gaming Commission (EEEP) issued six blacklist updates in 2025, increasing the number of blocked domains to 12,642 from 9,590 in 2024. It also received 586 whistleblower reports.
The Greek government estimated in March that illegal gambling activities cost the state about €400 million (US$449 million) in lost revenue in 2025.