Superbet Romania

Company History

Superbet’s journey from a local startup to a global unicorn reflects a deliberate strategy of vertical integration, technology ownership, and market diversification. Founded in 2008 by Sacha Dragic, the company initially operated a small network of retail betting shops in Romania, using proprietary risk-management and pricing systems developed in-house. This early focus on building its own technology rather than licensing third-party platforms gave Superbet control over product iteration and cost structure, allowing it to offer competitive odds and a seamless user experience.

A pivotal moment came in 2019 when Blackstone acquired a minority stake for €175 million, valuing the company at over €1 billion and making it Romania’s first unicorn in the gaming sector. The investment funded an aggressive digital transformation, including the acquisition of Axilis, a Croatian software development agency, in 2018. Axilis’ founder, Bruno Kovacic, became Superbet’s Chief Technology Officer, leading the build-out of a modern, scalable platform that combines sportsbook trading (comparable in complexity to stock market software), an online casino, a social network for sports fans, a detailed statistics portal, and live streaming capabilities.

Technology and Products

Superbet’s product suite now includes: - Superbet Sportsbook: A full-service online and retail betting platform covering major sports and esports. - Superbet Casino: An online casino offering slots, table games, and live dealer experiences. - Superbet Retail: Over 1,000 physical betting shops across Romania and other markets. - Superbet Social: A social betting feature that allows users to share predictions, follow friends, and engage in community discussions. - Superbet App: A mobile application for iOS and Android providing access to all betting and gaming features.

Market Presence

The group’s geographical presence spans ten countries, with regulated operations in Romania (under ONJN licence L1203785W001253), Belgium (via the Super brand, super.xyz), Poland, Serbia, and more recently Brazil. Superbet has also formed integrity partnerships, joining the International Betting Integrity Association (IBIA) to monitor and report suspicious betting patterns.

Corporate Governance

Corporate governance underwent significant changes in late 2023 and 2024. Jimmy Maymann was appointed CEO effective January 2024, replacing Johnny Hartnett. However, in late 2025, founder Sacha Dragic returned as sole CEO, with Maymann stepping down from his co-CEO role. The leadership team was further strengthened by the appointment of Olatz Urroz as Chief Financial Officer (replacing Glyn Hughes) and Josephine Hus as Chief Transformation Officer. The group’s executive team also includes Eamonn O’Loughlin (Chief Operating Officer), Adam Lamentowicz (Chief Commercial Officer for CEE), and Bruno Kovacic (Chief Technology Officer). Superbet continues to invest heavily in technology, product innovation, and brand partnerships, including a multi‑year sponsorship of the Grand Chess Tour and the Superbet Chess Classic Romania tournament.