When you think of GameTech giants, names like Betano and Stoiximan might not immediately come to mind. However, Kaizen Gaming, based in the vibrant city of Athens, is making waves across the globe. Betano and Stoiximan are two brands that are operated by Kaizen Gaming. Operating in 16 countries and employing over 2,500 passionate individuals across three continents, these brands are quietly becoming a significant player in the online gaming industry. Recently, Betano has unveiled their new identity. Let’s explore their exciting rebrand.
The Thrill of Online Sports Betting
As a prominent sponsor of major events such as Euro 2024 and a supporter of football clubs across Europe and Brazil—including Aston Villa, Porto, Sporting Lisbon, and Benfica, Betano has carved out a significant niche in the competitive gaming landscape. The brand focuses on online sports betting, providing an exhilarating experience for sports enthusiasts.
A ‘Bolt’ New Identity
With its status as a global partner for two major football tournaments and a front-of-jersey sponsor for numerous teams, the company needed a brand identity that not only reflected its values of playfulness and responsibility but also resonated on a world stage. Betano collaborated with the creative minds at London-based studio Nomad to revitalize its identity ahead of the highly anticipated Euro 2024. Nomad has previously worked with well-known brands like the Premier League and EA Sports. Ash Watkins, creative director at Nomad, encapsulated the essence of this transformation: “Whether placing a $5 bet to transform a dreary kickoff into a major showdown or hitting the jackpot on your final free spin, Betano adds a dash of excitement to the everyday.” This perspective informed the entire rebranding process.
At the heart of Betano’s new visual identity lies a striking logo inspired by a lightning bolt symbolizing quick payouts and the thrill of gaming. This logo includes custom lettering and a removable ‘B’ to give it flexibility for various uses, making it suitable for everything from stadiums to fan merchandise. They were tasked with with objective to come up with an identity that stand out in a crowded market while showcasing values of playfulness and responsibility.
Adding Personality to the Brand
To further enhance its brand identity, Nomad commissioned illustrator Ed McGowan to develop an illustration style that blends sportsbook and casino iconography in imaginative ways. By avoiding the generic stock photography that often populates the industry, Betano’s branding injects a sense of personality and creativity, setting it apart from competitors. Pablo Puertas, marketing director at Kaizen Gaming, expressed his satisfaction with the collaboration, noting, “The interpretation of the brief and the aesthetic and technical execution has surpassed our original expectations.” What began as an effort to modernize their previous identity evolved into a complete revamp of their logo and distinctive brand assets.
A Brand Identity to Be Proud Of
The new Betano brand identity stands as a testament to the power of thoughtful design and strategic marketing. With a well-defined, unique, and memorable presence, Betano is poised to capture the attention of sports fans and bettors alike. As the marketing director at Kaizen Gaming, Pablo Puertas aptly states, “We now have a well-defined, unique, memorable, and contemporary brand identity that we all feel very proud of.”
Bottomline
As Betano continues to shine on the global stage, it represents a dynamic blend of excitement and creativity. This blend, combined with a sense of responsibility, is sure to resonate with audiences and elevate the online betting experience.
