Betsson Group recruits TG Lab for SuperCasino’s Estonia debut

Online betting and gaming organisation Betsson Group has teamed-up with omnichannel igaming software solutions provider TG Lab to launch SuperCasino in the Estonia market.

Becoming the latest brand in the group’s portfolio to target the region, SuperCasino.ee also represents the second Betsson Group ‘Pay N Play’ entity debuted alongside the firm.

TG Lab, which provides sportsbook and igaming platforms for operators across Europe, lauds speed to market of localised solutions as “vital,” with its service also including proprietary modules which are designed to meet demand for land based and online verticals.

The solutions provider praises Betsson’s “wide-ranging experiences” in implementing a multi-brand strategy in various markets, asserting that its new launch, which will stand alongside its Betsafe entity in the country, was the next logical development.

Kaido Ulejev, commercial director of the CEECA at Betsson, stated: “Even in a relatively small market such as Estonia, our consumers form part of different segments. These segments are unique, and we needed to launch a new brand in order to address a particular group. 

“The idea behind SuperCasino is to provide simple, accessible entertainment in the best way possible and TG Lab helped us to combine the modern Pay N Play solution approach with a localised product.”

Over the past four years a partnership has developed between both companies resulting in the development of multiple projects across the Nordics, Germany, Lithuania, Germany, Finland, Malta and now Estonia.

Ugnius Simelionis, TG Lab CEO, commented: “We have an excellent relationship with Betsson and we’re thrilled to be working together to launch the Pay N Play solution for Estonia’s SuperCasino brand. Our flexible technology provides operators with the perfect platform to accelerate growth and we’re certain it will deliver strong results.”

Last month Betsson published its latest financial update, which shows that group revenue for the year’s second quarter increased 20 per cent to SEK 1.53bn (2019: SEK 1.27bn).