Superbet plans to invest about €500 million ($561 million) in Greece over six years, targeting sports sponsorships, technology, staff training and marketing as it grows in the regulated betting market.
Giannis Kalambokis, general manager of Superbet Greece, said the company had been operating in the country for seven months. He described the market as having “a high level of player maturity and expectations”, and said the strategy was to improve the experience of existing customers and earn their trust.
Superbet estimates it accounts for about 7% of Greek betting stakes. It reported turnover of €270 million in October; both figures relate to wagers, not revenue.
Targeting a leading position
Superbet’s management has set the goal of reaching first place within six years. Kalambokis said the company wanted to “be first in the preferences of players in six years”.
The investment is intended to support changes to products and technology for the Greek market, as well as employee development and sponsorships. Kalambokis said sports partnerships were central to establishing the business locally. “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.
At the time of the company’s Greek launch, Adam Lamentowicz, Superbet’s chief commercial officer for Central and Eastern Europe, described the move as a long-term project involving sports competitions and community participation. “This goes beyond a typical market entry,” he 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.”
Superbet entered Greece not long after its acquisition of MaxBet, which expanded its presence in Romania, Serbia and Malta.
Illegal gambling remains a challenge
Superbet executives put annual growth in Greek online betting at 10% to 12%, while warning that illegal gambling remains an issue. Kalambokis cited research estimating the illegal market at €800 million.
The Hellenic Gaming Commission (EEEP) issued six blacklist updates last year. The number of blocked domains rose from 9,590 in 2024 to 12,642, and the commission received 586 whistleblower reports.
In a statement in March, the government estimated that illegal activities cost the state about €400 million in lost revenue in 2025.
