Maintaining momentum on its strategy of international growth, Super Group has further bolstered its presence in the Americas via the Betway brand.

The gaming firm has made its market debut in the city of Buenos Aires, offering its sports wagering, esports betting and casino products, with the licence secured as a result of Betway’s partnership with Bingo Pilar.

Granted by the Loteria de la Ciudad de Buenos Aires (LOTBA), the licence has enabled Betway to gain access to the Argentine capital’s three million consumers – although the certification does not extend to the province of Buenos Aires, which requires a different licence. 

Juan Pablo Barahona, Head of Buenos Aires City for Betway, remarked: “It’s a great achievement for the Betway brand to be granted a licence in Ciudad Autónoma de Buenos Aires, a region where sport is a huge passion. 

“Our products are universally popular, so it’s an exciting time for us as we showcase our proposition to the people of Buenos Aires.”

Super Group, Betway’s parent company, has been targeting greater international expansion for its flagship sports betting brand, alongside its Spin casino holding. 

In pursuit of this, the firm finalised its merger with SPAC partner Sports Entertainment Acquisition Corporation (SEAH) to secure a listing on the New York Stock Exchange (NYSE) in January.

There has also been a strong marketing element to this approach – notably, Betway partnered with the National Hockey League (NHL) as well as a range of esports and tennis tournaments, bringing Super Group’s total number of sponsorship deals in 2021 to 30.

The group reported a strong close to 2021 trading in its latest financial update, particularly driven by launches in several new markets, especially in the Americas – gaining entry to the US states of Iowa, Colorado, Indiana, Pennsylvania, New Jersey and Arizona via the Digital Gaming Corporation (DGC), whilst other market entries were secured in France and Tanzania. 

“It’s been a long time in planning, so we’re obviously very happy for the Betway brand to be going live in the city of Buenos Aires,” said Anthony Werkman, Betway CEO

“Latin America is already a successful territory for us, so we’re very pleased to be able to offer our products to the passionate sports fans in Argentina as we continue our growth in the continent.”