New Trend? Romania-based Superbet Splashes into Western Europe by Acquiring Belgium's Napoleon Casino

Lee R. - September 13, 2021

Superbet is leveraging its new Belgian market to enhance gaming for the entire market.

The Belgian market is diversifying rapidly a new local acquisition by Superbet Group deal that positions a powerful foreign presence at the forefront of the Belgian marketplace.

The Deal

Romania-based global content provider Superbet has agreed to acquire local casino Napoleon Sports and Casino, via European private equity fund Waterland PE in a deal rumored to be north of €350 million in total value.

The Belgian Foothold

The leveraging of the growing Belgian market looks to be an increasingly fertile stage to for Superbet to introduce content to Western Europe: the leveraging of an entire market represents an intriguing strategic measure that stands to prove increased diversity over at Superbet.

Superbet Leader Speaks

SuperBet CEO Johnny Hartnett explained the fit, saying that not only is “Napoleon’s market and brand positioning” an “ideal acquisition opportunity that contributes significantly to Superbet’s global expansion,” but the deal further supports Superbet's growth strategy by “increasing revenues from regulated markets with a strong online profile.”

Superbet's Expansion

Superbet is in the middle of an acquisition run to bolster expansion after securing a €200 million cash investment from US private equity fund Blackstone Group in 2019, with the latest Napoleon acquisition topping the charts for a Romanian entity.

Napoleon Leader Happy

Napoleon CEO Tim de Borle praised the merger as consistent with Napoleon's strategy of “offering the best gaming and sports content to Belgian users.”

Transfer of Ownership

Superbet acquires 100% of Belgium-based Napoleon Sports & Casino shares to gain a foothold in a fully matured, fully regulated Western European market, in the global hotbed of iGaming.

Next Superbet Step

Superbet now can accelerate online development and expand through its brand through Napoleon's established presence among the country’s top three most-recognised operators.

Leveraging Napoleon's Tech

Superbet can also look forward to implementing content through Napoleon's leading digital and omni-channel approach.

Leveraging Napoleon's Branding

Harnett further explained that Napoleon's core marketing and brand positioning provides an ideal means for delivering on Superbet's growth strategy of “bringing in additional revenues from regulated markets with a strong online profile.”


Superbet's acquisition of a strong western European brand demonstrates how leading technology from Eastern Europe can be introduced through established channels as a strategic advantage which we should be seeing more of in iGaming deals to come.



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