Sports betting and casino operator Superbet is preparing to invest approximately €500 million in Greece over the next six years. The company aims to become the country’s preferred gambling brand by 2032, according to Giannis Kalamvokis, General Manager of Superbet Greece.
Superbet Allocates Funds to Marketing, Sports Sponsorships and Technology
The planned investment will cover several areas, including sports sponsorships, advertising campaigns, technology development and employee costs.
Superbet currently has 155 employees in Greece. However, its technology and operational activities also receive support from teams based in the UK, Croatia, Serbia and Romania.
The operator has already committed €100 million to sports sponsorship agreements over the next four years.
Its existing partnerships include football clubs Panathinaikos and PAOK, alongside basketball teams Olympiacos and AEK. The Olympiacos agreement runs until 2032.
Superbet has also secured sponsorship rights for the Greek Cup and the country’s second-tier football competition, Superbet League 2. The company streams selected league matches through YouTube and its own digital platform.
Superbet Reports €270 Million in Betting Turnover
Since launching in Greece in April, Superbet has recorded significant activity on its local platform.
By the end of October, cumulative betting turnover, including stakes and re-stakes, had reached €270 million.
Based on the figures, the operator estimates that it captured between 7% and 8% of the Greek market’s monthly betting turnover. The overall market turnover for October was estimated at between €3.2 billion and €3.5 billion.
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Superbet has also attracted more than 300,000 registered users. Approximately 100,000 have used Super Social, a feature that allows players to follow and copy bets placed by other users.
Greek Gambling Taxes and Offshore Competition
Operating in Greece comes with substantial licensing and taxation requirements.
The country charges €3 million for a sports betting licence and €2 million for an online casino licence. Licensed operators are also subject to a 35% tax on gross gaming revenue (GGR).
Greece’s regulated gambling market generated €3.07 billion in GGR during 2025. Meanwhile, the unlicensed gambling sector is estimated to generate approximately €800 million in annual GGR.
The Hellenic Gaming Commission (HGC) has increased its efforts to combat illegal gambling activities. Its enforcement measures have included issuing official warnings to social media influencers involved in promoting unauthorised gambling services.
What Superbet’s Investment Means for Greece’s iGaming Market
Superbet’s planned €500 million investment could intensify competition among operators in Greece. Its spending commitments across marketing, sponsorships and technology may also influence how gambling brands compete for customers.
Several developments could emerge from the increased investment:
- Higher digital advertising costs: Greater competition for online visibility could increase advertising rates across Google, Facebook and TikTok, particularly in the Greek market.
- More brand awareness and sports traffic: Partnerships with prominent football and basketball clubs could strengthen Superbet’s visibility and increase searches for its brand and related betting products.
- Greater competition for affiliates: Operators seeking to expand their customer bases may increase competition for affiliate partnerships, potentially affecting acquisition budgets and commercial agreements.
- Stricter scrutiny of offshore marketing: Continued regulatory action against unlicensed gambling promotion could create additional compliance challenges for affiliates and advertising partners targeting Greek players.
