Kaizen Gaming strengthens its resilience and global expansion after initial challenges in Greece

Kaizen Gaming has strengthened its international presence by combining a solid global identity with a tailored strategy in each market. According to Aris Dimarakis, Deputy General Director, the challenges experienced while operating from Greece have reinforced the operator's adaptability and discipline, which are key elements for consolidating its position in regulated and high-potential markets, and sustaining its growth after events like the FIFA World Cup.

International expansion strategy and "glocal" approach

The international expansion of Kaizen Gaming follows a selective approach. Dimarakis explains that the operator prioritizes regulated markets with significant scale, long-term growth prospects, and competitive conditions where aspiring to real leadership is viable. This rigor translates into searching for strategic locations with clear regulatory policies and a solid customer base.

The "glocal" model implemented by Kaizen Gaming seeks to offer consistency under a single global brand, without losing adaptation to local legislation, payment methods, and gaming preferences. Dimarakis summarizes it this way: “For us, localization is not just about translation, but about making the customer feel that the offering was designed for their market.” The operator adjusts products and content, including sports, leagues, and casino games, according to each jurisdiction's specific habits.

Artificial intelligence and experience in major tournaments

Artificial intelligence is playing an increasingly relevant role within Kaizen Gaming, allowing the automation of operational processes and freeing up resources for strategic decisions. During the World Cup, examples like Betano Trivia illustrated how AI enhances both product offering and customer interaction. Dimarakis emphasizes that the priority is to equip the team with tools and capabilities to use AI responsibly, highlighting the commitment to data security and predicting that 2027 will mark a turning point in realizing this investment.

Impact of the World Cup and brand activations

The World Cup represents a key accelerator for the Betano brand, framed within the continuity of partnerships with FIFA in previous and future events, including the Club World Cup 2025. By 2026, Kaizen Gaming combined global brand campaigns with local executions and activations for fans, supported by product innovation and tailored customer experience in each market.

The main challenge lay in match timings, especially due to time zone differences in North America. The operational planning required had to be adjusted to different activity windows in Europe and Latin America, where Kaizen Gaming's strong position in Brazil and the region helped navigate this challenge. The key, according to Dimarakis, is to transform the affiliations generated during major events into lasting relationships.

Strategic alliances and brand sustainability

After the World Cup, Kaizen Gaming began its sponsorship with Tottenham Hotspur in the Premier League. Dimarakis emphasizes that consistency is essential: each collaboration must support the desired international projection for Betano. The choice of the club is based on the reach and global prestige of the English league and Tottenham's international fan base, reinforcing visibility week after week.

Responsible gaming and regulatory balance

For Dimarakis, the operator's commitment goes beyond customer acquisition: “We cannot talk about making products more attractive without the same goal of making them safer.” Integrating responsible gaming into product design and user experience is a priority, leveraging technology to identify risks, intervene promptly, and give control to players. Collaboration with regulators is seen as necessary to ensure player protection, preventing the attraction of regulated products from being overshadowed by unregulated markets with lower controls and fiscal contributions.

Technical and cultural challenges from Greece

Kaizen Gaming emerged in Greece in an unfavorable context, facing financial crises, capital controls, and later a pandemic. Dimarakis highlights that these challenges led to greater discipline and resilience, as well as a strong base of local technological talent, which still represents half of the team. International growth paralleled consolidation as a reference employer for Greek talent, offering global careers from the home country and fostering an international corporate culture that is rooted yet geographically diverse.

“When we started, Greece didn’t seem like the most obvious place to create a global tech company. We overcame a financial crisis, capital controls, and then a global pandemic. That made us more resilient and disciplined,” remarks Dimarakis.

The operator has focused on attracting local talent in each market, building a global organization with Greek roots. For Dimarakis and many employees, this transition from a national start-up to an international brand adds special value to the business journey.

Perspective for operators and suppliers

Kaizen Gaming reflects how companies with roots in small markets can build relevant positions within the global iGaming ecosystem if they combine discipline and adaptation. The evolution towards personalized offers and intensive use of technologies like AI marks the roadmap for operators and suppliers looking to compete in regulated and heterogeneous environments, managing both local logistical challenges and international brand and responsibility expectations.