Betsson Group has rebranded its Betsafe operation in Lithuania under its flagship Betsson brand as part of a wider effort to grow its presence in markets around the world.
The operator first entered the Lithuanian market in 2016 through the acquisition of TonyBet. This was then rebranded as Betsafe in the following year and has remained operational in the country ever since.
However, Betsafe will now switch to Betsson, with the group aiming for greater consistency and recognition of its core brand. The operator said existing Betsafe customers can continue to login with their existing credentials.
“Lithuania has been an important market for us over the years,” Betsson Group CEO Jesper Svensson said.
