Betano said its first World Cup as an official sponsor of Argentina’s national team drove user acquisition beyond its expectations. Raúl Bejarano, Kaizen Gaming’s senior head of commercial, said the operator saw record interaction and greater use of live betting features during the tournament.
The reported acquisition and engagement trends give operators insight into Betano’s performance during a major sports event.
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Kaizen Gaming has agreed with FIFA to make Betano an official supporter of the 2026 World Cup in Europe and South America. The company said the deal includes tournament-related commercial assets and fan activations, with responsible gambling tools planned for the betting platform.
Kaizen Gaming said proposed restrictions in Buenos Aires province, including a bill to prohibit online gambling, could drive players to illegal offshore sites. Regulatory affairs senior manager Gabriel Buenos said the company supports player-protection measures but believes proposals should be assessed for their effect on the regulated market. He also cited estimates that offshore sites account for 80% of online gambling in Argentina.
Kaizen Gaming cautioned that plans to prohibit internet betting in Buenos Aires province risk sending more players to illegal offshore sites. Gabriel Buenos, a senior regulatory affairs manager at Kaizen Gaming, said the operator favours strong regulation but cautioned against steps that would send more players offshore. The company's Betano brand holds a licence in the province.
Kaizen Gaming and UEFA have announced a new sponsorship agreement making Betano an official sponsor of Euro 2028, hosted by England, Scotland, Wales and Ireland. Betano also sponsored Euro 2024; the deal’s financial terms and duration beyond the 2028 tournament were not disclosed.
Betano, the international betting brand of Kaizen Gaming, has been appointed an official sponsor of Euro 2028, the European football championship hosted by England, Scotland, Wales and Ireland. UEFA and Kaizen Gaming announced the new sponsorship agreement at an official meeting in Athens, according to the announcement. The financial terms and the duration of the agreement beyond the Euro 2028 tournament were not disclosed.
Betano said it was prioritising employee retention during the betting prohibition. The Kaizen Gaming brand said it was fully complying with Provisional Measure No. 1.394/2026.
Allwyn said its previous 2026 Adjusted EBITDA margin guidance of about 37% would no longer apply if Brazil's prohibition on online sports betting and iGaming remains in force through year-end. The company is assessing the effect on its 36.75% stake in Kaizen Gaming; Betano is evaluating mitigation measures and preparing legal action, Allwyn said.