Kaizen Gaming Set To Betano Launch After Securing Spanish Licence

Kaizen Gaming is planning the launch of its flagship Betano sportsbook in Spain after securing the licences required to operate and advertise in the regulated market.

On 14 July, Spain’s Directorate General for the Regulation of Gambling updated its licence registry to include Kaizen Gaming XYZ PLC. The regulator approved the corporate re-registration of Kambi Sportsbook PLC as Kaizen Gaming XYZ PLC, transferring an existing online gambling licence to the group.

This approval provides Kaizen with a general betting licence, plus authorisations covering fixed-odds sports betting and other counterpart betting products. The company has also received permission to conduct gambling advertising in Spain.

Kaizen has not announced an official launch date, but regulatory approval represents a major step towards the debut of Betano.es.

Local recruitment signals move into operational preparation

The provider is developing its Spanish operations in Ceuta, one of the country’s leading online gambling hubs.

A current job listing shows that the company is recruiting a Managing Director for Spain. The successful candidate will oversee the launch and manage the long-term commercial development of the business.

This recruitment process indicates that preparations have moved beyond licensing into operational execution, with Kaizen assembling a local leadership structure before entering the market. 

SBC News has contacted the company for comment on its plans for Spain.

Spain will become Betano’s eleventh active European market

Spain will become Kaizen Gaming’s eleventh active European jurisdiction. The group operates Stoiximan in Greece and Cyprus, while Betano is active across Portugal, Romania, Czechia, Bulgaria, Germany, Denmark, Belgium and the UK.

Kaizen operates in 20 regulated markets across Europe, Africa and the Americas. Its expansion has helped Betano become one of the industry’s most valuable challenger brands.

The company has frequently supported new launches through major football partnerships. In the UK, Betano entered through a partnership with BV Group before securing Aston Villa’s record principal sponsorship agreement.

Betano will enter a crowded Spanish sportsbook sector

Betano faces competition from international operators including bet365, Betfair, Bwin, 888 and Betsson, plus Spanish brands Codere, Luckia and Sportium.

Kaizen will seek to repeat its performance in Portugal, where Betano has established itself among the country’s leading sportsbooks and competes with Betclic for market leadership.

Its Spanish strategy is likely to combine local recruitment, advertising and prominent commercial partnerships as the company builds brand recognition.

Expert Opinion

Kaizen Gaming has acquired its Spanish license and is set to launch Betano in the country. This is the 11th jurisdiction that the company has expanded into, as part of its operations across Africa, the Americas, and Europe. It will hire local talents and build partnerships to ensure success in Spain.