Superbet has changed its name to Super Technologies, starting a new phase for the company. The rebrand, first reported by EGR, is being described as the next step in its move toward becoming a global technology and entertainment business.

As part of this change, the company will now operate under the shorter name Super. The business said the new name better reflects its wider focus, which now includes technology and digital entertainment, not just sports betting.

A shift from operator to technology platform

Super is one of the biggest gambling companies in Europe, with a strong presence in countries like Romania, Poland, Belgium, and Serbia. With the rebrand, the company is showing that it wants to shift from just running betting operations to creating and owning the technology behind betting and fan experiences.

Hans-Holger Albrecht, the chair of Super, said this change is a natural step for the company. He explained that Super is moving from being a top betting and gaming operator to focusing on building a technology platform that will support the future of play. Albrecht added that the aim is to shape the future of betting and fan-focused entertainment while creating long-term value for customers, partners, and communities.

Global ambition and growth strategy

In a LinkedIn post announcing the rebrand, Super said it is actively seeking new opportunities to expand its presence worldwide. Founder and CEO Sacha Dragic stated that the updated brand reflects the company’s history and its ambitions for the future.

Dragic also emphasized the role of Super’s in-house playstack technology. He explained that this system is more than just a technical foundation, describing it as the engine that will drive the company’s growth. The company believes the platform will help it achieve its goal of becoming a global leader in play technology, covering betting and broader fan-focused entertainment.

Funding supports next phase of expansion

The rebrand comes after a major financing move earlier this year. In February, Super secured €1.3bn in funding by refinancing its agreement with Blackstone and HPS Partners. The money is intended to support the company’s expansion plans, including growth in Brazil, possible mergers and acquisitions, and ongoing investment in technology.

Deputy CEO Albert Simsensohn said the company is focused on building technology that will power the next generation of sports, gaming, and fan experiences. He added that Super wants to reward participation by turning everyday interactions into loyalty, and loyalty into deeper engagement.

Simsensohn also explained that the Super platform will be broader in scope, including product solutions and original content. The long-term goal is to own the full experience for players, partners, and fans, backed by a strong and flexible technology foundation.