Superbets, a Romanian gaming firm, is on a quest to dominate the global market. Their recent takeover of Napoleon Sports & Casino in Belgium is a significant stride in their international growth plan.
The company’s Chief Operating Officer, Marcelo Magaletti, disclosed that they have been exploring opportunities in Europe for an extended period. They have already ventured into Poland and are now aiming to conquer Western Europe.
Magaletti stated that they have been examining numerous deals in recent years and that Napoleon was the ideal match for their strategy.
Our consultants initially brought the Napoleon proposition to our attention, prompting us to delve into a thorough investigation, which ultimately culminated in the finalization of the agreement.”
“Our initial focus wasn’t on Belgium or Napoleon specifically; instead, the opportunity emerged in a highly appealing market: Western Europe.”
“This market is quite substantial and boasts a favorable regulatory framework, making it exceptionally enticing. Upon familiarizing ourselves with the business and engaging with the management team, we recognized it as a highly lucrative transaction for our company.”
However, Superbet’s decision to acquire Napoleon triggered a remarkably swift process. Magaretti indicated that the deal’s timeframe was merely “a matter of weeks,” necessitating meticulous attention to administrative and documentation procedures to finalize the agreement expeditiously.
“Naturally, this demanded unwavering focus from all parties involved: the vendor, the purchaser, the advisors, the financial institutions, we all had to ensure a seamless process,” Magaretti stated. “Therefore, the primary obstacle was finalizing the agreement within a compressed timeframe, while navigating all administrative and bureaucratic procedures.”
Subsequent Actions
With Napoleon now integrated into Superbet, Magaretti expressed his expectation of minimal alterations to its operational procedures.
In spite of this, Superbet possesses more experience in fields such as sports wagering, which can compensate for Napoleon’s deficiency in gambling houses. He believes both parties can gain knowledge from one another and enhance the brand collaboratively.
“Napoleon has always concentrated on gaming,” he stated. “While Superbet is a specialist in athletics, it’s our foundation. So we won’t completely modify Napoleon, but we will utilize our expertise in running sports for 12 years on our own platform.”
“Similarly, in terms of multi-channel opportunities, Napoleon is almost two entirely distinct departments – physical stores and online – we have a substantial amount of experience in Eastern Europe as a multi-channel operator, and we can acquire knowledge from that,” he continued.
“Therefore, there won’t be any significant alterations in the near future, but I believe the local team we have assembled can elevate this team to the next level.”
**Future Modifications**
Nevertheless, shortly after the agreement was finalized, the Belgian Council of Ministers declared a significant change that would affect all operators.
If the proposed legislation put forward by Justice Minister Vincent Van Quickenborne is enacted, the nation’s weekly deposit cap will be decreased from €500 to €200.
However, this announcement was not unforeseen.
The nation’s gaming regulatory body suggested reducing the maximum wagering amounts in April, and the governing body is also contemplating maintaining the limit at €500, but applying it to all operators, similar to Germany’s comprehensive spending cap.
Although Magalieti spoke before the new proposed legislation was made public, he expressed that he wasn’t concerned that the restriction wouldn’t be a significant issue. Instead, he stated that he believes a robust responsible gambling framework could be advantageous for the industry.
“From a business standpoint, I think a dependable responsible gambling platform is actually beneficial in the long term,” he stated. “I see – in the short term – that there might be some more negative effects, but in the long term, it will only make the entire industry more sustainable.” “Therefore, from Napoleon’s perspective and from Superbet’s overall viewpoint, we welcome any regulatory actions that can safeguard customers in the long run, while permitting customers the autonomy to make their own choices. If you’re wondering if we perceive the limit as a major threat, there’s no indication of that at this time. We simply need to keep adapting and continue collaborating with regulators to help build a solid responsible gambling platform that’s already established in the nation.”
However, the Belgian online gambling market is more than just captivating restrictions.
Magaletti highlights that although Belgian consumers share common traits with those in other Western European nations, a significant distinction is the widespread popularity of dice games, which in most other regions are comparable to slot machines.
“I can’t claim to be a specialist in Belgian customers, but clearly we’ve conducted extensive research and I believe there are numerous similarities with neighboring markets like the Netherlands or even Scandinavia,” Magaletti states. “However, I do observe their preference for dice games.
“In fact, the Belgian market, the Belgian gambling market, is dominated by dice games, which are somewhat similar to spinning slot machines, except they are based on dice, and they are more interactive because you have to make some subtle choices. I think you have to experience these games personally to truly comprehend it.”
Beyond mere finances
Superbet’s expansion – which encompassed not only the acquisition of Napoleon, but also a 60% stake in online casino operator Lucky 7 in 2020 – was driven by a €175 million strategic investment from private equity giant Blackstone.
While the investment helped guarantee the funding of both acquisitions, Magaletti asserts that the value Blackstone provided extended far beyond just the financial aspect itself.
“I never viewed this investment as simply a cash injection,” he says.
Blackstone’s financial backing propelled Superbet’s rapid expansion and provided access to seasoned industry experts. They also collaborated with companies like Amazon, gleaning insights from their pioneering team. This facilitated the launch of SuperClub, a novel loyalty program.
Despite Blackstone’s investment, Superbet remains under the leadership of its founder, Sasha Dragic. He possesses a long-term vision, prioritizing strategic growth over short-term profits. This enables them to swiftly execute significant transactions, such as the Napoleon acquisition. Sasha’s unwavering commitment to growth fuels Superbet’s ambition to become a global leader.