Super said that it will continue to run its commercial brands in markets such as Brazil, Romania and Poland.
Superbet Group has announced that it is to rebrand as Super Technologies to reflect its new strategic direction and wider focus across the technology and product space.
The business, which will be known as Super, said it would continue to operate its commercial brands across existing territories, including core B2C brands in Brazil, Romania, Poland, Belgium and Serbia.
However, Super said the rebrand would allow it to pursue further opportunities in other global markets, primarily in the technology and product space.
“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,” Super Chairman Hans-Holger Albrecht said in a company statement on Friday.
“This rebrand signals our determination to shape the future of fan-centric entertainment, creating lasting value for our customers, partners and communities.”
Super to ‘power the new generation’
In October, the group announced several changes to its senior management team, including Sacha Dragic to become sole CEO.
Dragic founded the company and returned as co-CEO in September last year. He will switch to the solitary leadership position from 1 January 2026.
At the time, Dragic said that the new-look team was a “natural step” in the group’s growth journey. He made similar comments about the rebrand, which he said will better reflect the group’s “heritage and our ambition”.
“As we continue to grow and expand into new areas, our brand reflects both our heritage and our ambition,” Dragic said. “The playstack developed by Super will be much more than a tech foundation, it will constitute our growth engine. It will power faster brand launches, stronger partner ecosystems and deeper, more meaningful fan connections.
“With this core strategy, we will build a globally leading play-technology platform that will power the new generation of immersive entertainment ecosystems.”
Broader scope for new-look Super
In addition to Dragic taking on the sole CEO role, Super detailed several other senior changes in October.
Among these was confirmation that co-CEO Jimmy Maymann will step down from his role and rejoin the company’s board. As was the case with Dragic, this move will be effective from 1 January.
Meanwhile, Albert Simsensohn, currently group chief operating officer, will switch to deputy CEO. Finally, Eamonn O’Loughlin will move from chief operating officer international to chief operating officer.
“We are on a mission to build the technology that will power the next generation of sports, gaming and fan experiences,” Simsensohn said. “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.”
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