Betsson launches in Serbia with Rizk brand foray

Betsson has expanded its geographical reach in Eastern Europe and the Balkans as the company has been cleared for a launch in Serbia, and the group has followed up on this by introducing the Rizk brand locally, acquired with Zecure Gaming in 2020.

This is aligned with the company’s broader strategy as Betsson is looking to push into new markets and create a stronger pivot in the Central and Eastern European regions, along with Central Asia, collectively referred to as CEECA.

CEECA is an important focus of the group’s operations as it accounts for 43% of its revenue in the second quarter of the year, Betsson confirmed in the official press release. Commenting on the launch of the Rizk brand in the country, Zecure Gaming Commercial Director Andrew Valenzia welcomed the chance to see the Rizk brand spread its wings in the new geography.

Valenzia said that the company was interested in seeing Rizk replicate its success in yet another jurisdiction, a success owed to the team’s hard work and dedication, which helps the brand achieve new milestones.

Betsson Group CCO Ronni Hartvig was similarly pleased with the opportunity and hailed Zecure Gaming’s performance over the past years as part of the group.

"They have revitalized the essence of the Rizk brand, rekindling its inherent fun and excitement, and expertly applied their knowledge to multiple markets," Hartvig noted, and said that he was very interested to see the brand and company conquer the newly-launched market.

Serbia has been a particularly interesting market for numerous brands over the past weeks and months. The country is a fast-developing iGaming jurisdiction which has elicited interest from a number of operators and suppliers.

Studios such as Swintt, EGT Digital, and CT Interactive have all broken ground in the Serbian market, with some of the most prominent local operators securing new partnerships to strengthen their local presence.

Rizk Casino is among the most trusted casino sites, with an average rating of 9.8/10 according to Casino Guru’s Security Index, and places it amongst the most well-known and reliable brands in the industry.

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