Kaizen Gaming’s Global Growth: Localisation, AI and Resilience from Greek Roots

Kaizen Gaming’s international growth is driven by a selective approach to regulated markets, leveraging localised customer experience and responsible innovation, according to Deputy CEO Aris Dimarakis ahead of his session at the SBC Summit in Lisbon. The operator’s trajectory from a Greece-based startup to a global gaming leader has been shaped by resilience, market-specific strategies, and major event partnerships—including its recent World Cup activations and new deal with Tottenham Hotspur.

Selective Regulated Market Expansion and 'Glocal' Strategy

Kaizen Gaming targets regulated markets with significant scale and the right long-term prospects. Their approach is intentionally selective, focusing only on jurisdictions where meaningful growth and a competitive position seem achievable. Dimarakis describes the business’s core philosophy as ‘glocal’: building a unified global brand whose customer experience feels natively local everywhere.

This means:

• Adapting to the requirements of each local regulatory regime
• Supporting relevant payment methods
• Tuning the offer to local customer tastes, including sports leagues, casino content, and entertainment preferences

Dimarakis stresses that localisation is more than translation. "It is about making the customer feel that the whole experience was designed for their market," he told iGaming Expert.

The Role of AI in Kaizen Gaming’s Expansion

AI has become increasingly central to Kaizen Gaming’s operational scale and brand differentiation. The company uses artificial intelligence to improve efficiency, automate routine tasks, and empower teams to tackle higher-value initiatives:

• Enhanced operational productivity
• Automated processes freeing staff for strategic work
• AI-driven product segmentation and user engagement

Betano Trivia, which launched during the World Cup, exemplifies AI-powered innovation targeted to user engagement. Dimarakis projects 2027 as a breakthrough year when Kaizen Gaming will convert its AI investments into measurable business value. Safeguarding data and promoting responsible AI use are core to the group’s technology agenda.

World Cup Campaign: Betano’s Brand Building and Customer Retention

Major football events like the World Cup remain pivotal growth accelerators for Kaizen Gaming and the Betano brand. The operator’s third FIFA partnership—following the 2022 World Cup and 2025 Club World Cup—provided global momentum via a combined approach:

• High-visibility global brand campaigns
• Tailored local market activations
• Continuous product innovation and fan engagement during the tournament

The challenge of global kick-off times in North America demanded robust operational planning, with distinct traffic patterns in Europe and Latin America. Kaizen’s strong presence in Brazil and LATAM, where engagement is highest and time zones more favourable, provided a strategic advantage.

"Many customers chose Betano because of the World Cup, and I believe we managed to offer them a unique experience. Now it is about finding the right ways to retain them and build a long-term relationship," Dimarakis commented.

Strategic Momentum: Tottenham Hotspur Partnership Post-World Cup

Building on World Cup exposure, Kaizen Gaming has secured a sponsorship with Tottenham Hotspur in the English Premier League—expanding its football footprint. For Dimarakis, the aim is not merely to collect sponsorships but to align each major partnership with Betano’s positioning goals. The Premier League’s global reach and Tottenham’s extensive digital following offer recurring fan engagement throughout the season, reinforcing the Betano brand beyond single-event bursts.

Responsible Gaming in Expanding Markets

Dimarakis emphasises that operator responsibility must scale with industry growth. Responsible gaming, he argues, should be embedded within product design and the customer journey, making use of technology and data to:

• Detect risk behaviours early
• Enable timely interventions
• Give users clear control over their play

Collaboration with regulators is described as essential. Dimarakis points out that if regulated products lose appeal relative to unlicensed alternatives, channelisation and player protections may be undermined. In his view, the collective aim should be "a healthy and sustainable regulated market that protects customers and keeps them within the regulated environment."

Building a Global Tech Brand from Greece

Kaizen Gaming’s origins in Greece brought unique hurdles. The business was forged during economic crisis, capital controls and, later, the pandemic. Dimarakis credits these conditions for fostering resilience and discipline as the company scaled internationally. Retaining a strong Greek technology talent pool—still half the company’s staff—remains a pillar. Many professionals have returned to Greece to join Kaizen, drawn by an opportunity to contribute to a global business from a local base.

"When we started, Greece was probably not the obvious place from which to build a global technology company. We went through a financial crisis, capital controls and later a global pandemic. Those experiences made us more resilient and disciplined," said Dimarakis.

As Kaizen Gaming expands, its culture mixes Greek roots with international ambition, building local teams and expertise around key target markets. The transformation from a regional startup into a global brand, winning markets one at a time, is seen by Dimarakis as a defining part of the company’s success and his own professional journey.

For deeper context on industry expansion and partnerships, see the news and b2b sections.