$/€ Bookmaker Betsafe in Lithuania to Rebrand as Betsson to Boost Brand Recognition
Tania Levees
26 June 2025
Comment 0
Swedish gaming company Betsson Group is rebranding its flagship brand Betsafe in Lithuania. From now on, the betting operator will operate under the Betsson brand. Betsson Group entered the Lithuanian market in 2016 when it acquired the betting company TonyBet. A year later, the bookmaker was renamed Betsafe. Now, it’s time for another rebranding.
The transition to the Betsson brand is part of the group’s broader strategy to align its operations under a single brand across regulated markets.
This move aims to streamline operations and strengthen brand recognition globally.
The rebranding of Betsafe will not affect the company’s customers in Lithuania. Existing users can continue to log in using their current accounts.
Gambling Park reminds: in 2024, Betsson Group generated $1.14 billion in revenue and reported a net profit of $183.7 million.
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