To further consolidate its leading position in the Lithuanian market, Betsson Group recently announced a collaboration with international game developer BF Games to launch a new slot game inspired by Lithuania's top football club FK Zalgiris Vilnius. This game is now available on Betsson's brand Betsafe, open to local Lithuanian players.
This new game incorporates FK Zalgiris's iconic colors, badges, and historical elements into the slot machine design, aiming to create an immersive digital entertainment experience for loyal fans. Betsson hopes to establish a deeper emotional connection with users by combining sports sentiment with entertainment.
BF Games Product Manager Piotr Saluda said: "This slot machine is not just a new product, but a unique experience crafted around the passion of Zalgiris fans. We are delighted to collaborate with Betsson to bring this club culture into the gaming world."
This collaboration is also part of BF Games' ongoing expansion strategy in the European market. In recent years, BF Games has reached content integration agreements with NetBet Casino, Jacks.nl, and LV Bet in Greece, the Netherlands, and Poland, respectively, bringing its games to more markets.
Betsson's collaboration with FK Zalgiris dates back to 2022, when the club became the first Lithuanian team to enter the group stage of a European club competition. This year, Betsson further consolidated its brand influence in Lithuania, not only renaming its local brand from Betsafe to Betsson but also extending its sponsorship agreements with FK Zalgiris and the Lithuanian Basketball Federation (LKF) until 2027.
It is noteworthy that Betsson has been cultivating the Lithuanian market through the Betsafe brand since 2016, supporting local sports projects including basketball and football. With the continuation of the sponsorship agreements and the launch of this themed slot machine, Betsson is deepening its localization strategy by combining sports content with technological products.
FK Zalgiris's club director Vilma Venslovaitiene welcomed this collaboration: "This game is a digital extension of our club spirit and provides a new way for fans to engage, allowing them to experience the charm of Zalgiris in the digital world."
Through this project, Betsson and BF Games not only enriched their game product line but also demonstrated how to effectively integrate local sports culture with iGaming products, setting another successful example for the regional market.
