The Superbet Group, a prominent global technology and entertainment company founded in Romania, has officially unveiled a major corporate rebranding. Moving forward, the entity will operate under the name “Super.”
This shift in identity is designed to reflect the company’s evolution from a traditional sports betting operator into a comprehensive technology powerhouse with a global footprint.
Founded in 2008 by entrepreneur Sacha Dragic, the company has grown rapidly across Europe and beyond, and this new name signals its ambition to dominate the broader entertainment sector.
The transition to “Super” is more than just a cosmetic change; it represents a strategic pivot toward owning the entire technology stack that powers the user experience.
The company’s leadership emphasizes that the future of the industry lies in the convergence of sports, gaming, and fan engagement technologies. By rebranding, Super aims to position itself not merely as a betting platform, but as a creator of the underlying infrastructure that drives digital entertainment.
Central to this new vision is the concept of “participation driving value.” The company plans to reward users for everyday interactions, turning casual engagement into deep, long-term loyalty.
This involves creating a broader platform scope that integrates product solutions, original content, and social interaction, essentially creating a closed-loop ecosystem for players and partners.
The rebrand comes at a time when the lines between media, technology, and gambling are increasingly blurred. Super intends to navigate this landscape by building innovative solutions that adapt to a rapidly changing world.
By focusing on proprietary technology, the company hopes to differentiate itself in a crowded market, moving beyond the standard operator model to become a tech-first organization that champions the “future of play.”
Hans-Holger Albrecht, Chairman of the Board at Super:
Super represents the natural step from a leading global sports betting and gaming operator to a company that is building the technology platform that will champion the future of play. This rebrand signals our determination to shape the future of fan-centric entertainment, creating lasting value for our customers, partners, and communities.
Albert Simsensohn, Deputy CEO at Super:
We are on a mission to build the technology that will power the next generation of sports, gaming and fan experiences. Participation drives value and we want to reward this by turning everyday interactions into loyalty, and loyalty into deeper engagement. Super will create a platform broader in scope, a platform designed for players, partners, and fans. From product solutions to original content, our ambition is to own the full experience.
