Betsson Brand Officially Launches in Lithuania, Replacing Betsafe

Betsson Group has officially launched its flagship Betsson brand in Lithuania, completing a transition from the long-standing Betsafe operation in the country.

The move marks a significant milestone in the company’s evolution in the Baltic region. Betsson first entered the Lithuanian market in 2016 through the acquisition of TonyBet, which was rebranded to Betsafe a year later. Now, the company says the shift to Betsson reflects its broader strategic aim of delivering “greater consistency, scalability and brand recognition” across regulated markets.

“Lithuania has been an important market for us over the years, and this rebrand is a natural next step in our journey,” said Jesper Svensson, CEO at Betsson Group.

“By aligning our presence in the market under the Betsson brand, we can tap into broader marketing synergies, strengthen our global identity and continue offering the same great service that our customers know and trust.”

The rebrand is part of Betsson’s wider strategy to unify its brand portfolio across jurisdictions, enabling stronger cross-market campaigns, improved customer experience, and a more recognisable global presence in key regulated territories.

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