Sponsor the main international football competitions, launch a new brand identity, expand into five new markets, and create the Kaizen Foundation. These are just a few of the achievements that marked a year of great accomplishments for Kaizen Gaming, one of the largest GameTech companies in the world. With the global leading operator Betano, it was the first bet to apply for a license in Brazil. And for 2025, the plans are even more ambitious.
International Expansion
In 2024, the company continued its growth trajectory, advancing its goal of reaching 26 markets by 2026 with its Betano brand. This year, the leader in online gaming entered five new countries – Mexico, Argentina, United Kingdom, Denmark, and Colombia – totaling 18 markets around the world.
The "Orange Summer" and Betano's new identity
The peak of the year for Betano occurred during the summer, when it became the Official Global Sponsor of both the UEFA EURO 2024™ and the CONMEBOL Copa América™ 2024 – a historic feat for the GameTech industry.
Both tournaments served as an excellent introduction to Betano's new identity, with a new logo, aligning itself with its position as one of the most popular sports betting and online gaming brands in the world.
Start of the 2024-2025 football season with historic partnerships
The new football season already starts with two new major partnerships. Betano became the main sponsor and the front shirt brand of the Aston Villa Football Club, making its debut in the English Premier League. In addition, in August, Betano strengthened its partnership with UEFA during the Eurocup, becoming the Official Global Sponsor of the UEFA Europe League and the UEFA Conference League, for the seasons 2024/25 to 2026/27.
Strong presence in Latin America
In addition to sponsoring the CONMEBOL Copa América and expanding into three new Latin American markets in 2024, Betano also took on the sponsorship of the two largest national leagues in South America: the Brasileirão Betano, in Brazil, and the Torneo Betano, in Argentina.
The brand consolidated its leadership in Brazil by becoming the first operator to apply for a Brazilian license and also the first to receive notification to operate legally in the country. Starting January 1, 2025, Betano will be fully licensed in the new online gaming market of Brazil.
Innovation with artificial intelligence
Kaizen Labs, the product and innovation accelerator of Kaizen Gaming, introduced several innovations based on artificial intelligence throughout 2024, using Gen AI. Among the highlights are the Casino Co-pilot, an AI assistant that guides players in casino games, offering personalized recommendations, and the AI Cards, which transform winning bets into digital collectibles, creating a more engaging and fun way to share successes.
Kaizen Gaming also began developing its own slot games with AI-generated graphics, with three games already in production and the fourth underway.
Commitment to the community
Recent months also marked the launch of the Kaizen Foundation, the social purpose foundation funded exclusively by Kaizen Gaming, which began its activities in Greece and Romania, with renovations in children's hospitals, as well as a partnership with the UEFA Foundation for Children, to support the "10,000 Smiles" project.
At the same time, Betano reinforced its commitment to local communities with various activations, such as the partnership with Porto FC and the local university, which created the INZONE, a sensory room at the Dragão stadium for people with sensory challenges.
Kaizen Gaming also launched its new international volunteer program, "The Collective", which has already implemented initiatives in six cities in Europe and Latin America.
Industry recognition and care for people
This year, Kaizen Gaming received important industry recognitions, being elected Operator of the Year both at the SBC Awards and at the EGR Operator Awards. At the EGR Operator Awards, the company set a new record, becoming the first operator to win seven awards in a single year.
As one of the Top 100 Best Companies to Work for in Europe, according to Fortune, Kaizen Gaming demonstrates its commitment to people and the creation of a winning culture.
Kaizen Gaming is one of the largest GameTech companies in the world. Focused on technology and people, the company continuously seeks to evolve the betting experience it offers to millions of customers around the world, entertaining sports fans in a fun and responsible way.
Kaizen Gaming owns the premium sports betting and online gaming brand Betano, with a consolidated presence in various markets in Europe, the Americas, and Africa. The company employs more than 2,700 people worldwide.
Kaizen Gaming has been recognized as one of the leading players in the global sports betting and gaming market, having received several industry awards, including the unprecedented feat of seven trophies in a single year at the EGR Operator Awards 2024 ("Operator of the Year", "Employer of the Year", "Affiliate Program", "Football Betting Operator", "In-House Product", "Live Sports Operator", and "Mobile Betting Product").
For more information, visit Kaizen Gaming and Betano.
Source: GMB
