Premium Online Sports Betting and Gaming Brand Betano Joins Forces with Football Giant FC Bayern in a Landmark Three-Year Agreement

FC Bayern, the 34-time champions of Germany and six-time champions of Europe, has entered a three-year partnership with Betano, the leading international online sports betting and gaming brand owned by Kaizen Gaming. This strategic alliance designates Betano as an Official Partner of FC Bayern starting from the 2025-26 season and extending until the 2027-28 season.

Michael Diederich, FC Bayern Executive Vice Chairman commented: “We are delighted to have Betano as a new Official Partner of FC Bayern. Betano stands out as a global market leader in its field – highly innovative and always pushing forward – qualities that we hold in high regard and also claim for ourselves. With Betano at our side we have gained another reliable partner to help us reach our growth objectives and continue to strengthen our innovative edge”.

Advertisement

George Daskalakis, Kaizen Gaming CEO, stated: “Today marks an exciting new chapter for Kaizen Gaming and Betano, as we proudly join forces with FC Bayern. When we first set out on our journey, we could only dream of partnering with one of the most iconic clubs in world football. They stand at the top of the game and this partnership reflects just how far we have come as a company, with Betano now recognized among the top online gaming and betting brands worldwide”.

Julio Iglesias, Kaizen Gaming Chief Commercial Officer added: “Germany has always been one of the most important markets for us, the second where Betano ever launched. Now, we are announcing our biggest partnership in the country and we double down on our commitment to creating innovative, safe and responsible gaming experiences for German fans. Of course, FC Bayern exceeds the borders of Germany, with millions of fans across the world. As Betano expands its international footprint, this partnership empowers us to connect with people globally”.

The GGL has published its 2024 Activity Report, which reviews key developments and achievements of the past year. The report explains the approach to combating illegal gambling as well as the activities related to the supervision of legal gambling providers. A key component of the report is also an analysis of market developments in the German gambling market.

Last year, the GGL processed 230 permit and amendment applications and supervised 141 providers. The authority faced a variety of regulatory, legal and supervisory challenges. Major events such as the UEFA European Football Championship and the Olympic Games, in particular, resulted in increased advertising and betting activities, necessitating increased monitoring.

A milestone in 2024 was the court approval of the “Markers of Harm” developed by the GGL. These indicators were developed for monitoring increased deposit limits and were first used in 2024. They serve as an early detection of problematic gambling behaviour. The Mainz Administrative Court confirmed their legal admissibility. The GGL sees this as an important step towards uniform player protection standards.

Advertisement

In 2024, the GGL successfully took action against illegal offerings and was able to make the offerings of numerous illegal providers inaccessible to players in Germany. A total of 231 prohibition proceedings were initiated and over 1700 websites were reviewed. Approximately 450 illegal gambling sites were no longer accessible from Germany due to prohibition orders, and another 657 were no longer accessible due to geo-blocking based on the Digital Services Act (DSA). Payment blocking made deposits and withdrawals for illegal offerings more difficult.

Another success was the adjustment of Google’s advertising guidelines at the initiative of the GGL. Since September 2024, only authorized providers in Germany have been allowed to advertise via Google Ads. This significantly reduced the visibility of illegal offers.

“Our measures are having an impact. Nevertheless, combating illegal offerings remains challenging and requires perseverance and close cooperation with national and international partners,” said Ronald Benter, CEO of GGL.

According to GGL estimates, illegal online gambling accounts for approximately 25% of the total online gambling market.

The legal German gambling market (online and land-based) generated gross gaming revenue (equivalent to players’ losses) of approximately €14.4 billion in 2024—an increase of approximately 5% over the previous year. Tax and levy revenues from gambling amounted to approximately €7 billion.

Advertisement

The providers regulated by the GGL generated approximately four billion euros, which corresponds to a 28% share of the total permitted market.

In the illegal market, the GGL registered 858 German-language gambling websites operated by 212 operators without a license. The GGL estimates that the illegal German-language websites it recorded represent a market volume of between €500 and €600 million. This corresponds to approximately 3% to 4% of the entire legal market (terrestrial and online) and approximately 25% of the legal market for dangerous online gambling, such as virtual slot machines or sports betting.

In 2025, the GGL expects further groundbreaking court rulings on its measures, thus providing even greater legal certainty in its approach. The authority will continue to support the evaluation of the 2021 State Treaty on Gambling and, among other things, further expand advertising monitoring. The further development of the use of safe servers is intended to further improve oversight of the legal gambling market and enable more precise monitoring. A particular focus is on intensive cooperation with national and international authorities to further effectively curb the illegal gambling market. This will target not only the providers themselves, but also technical service providers, advertising partners, and other supporting actors.

Ronald Benter said: “Our stated goal is to make the business model of illegal providers unattractive through a comprehensive package of measures. Combating illegal offerings remains a long-term process that requires strategic action, decisive action, and close interagency cooperation.”

Good news for games companies in Germany: the Federal Government’s budget plans provide for the significant increase in the games funding budget long demanded by game – The German Games Industry Association. The Federal Government’s draft budget provides for a total of 125 million euros annually from 2026. The new funds are in line with the calculations made by the game association for the funds required until the introduction of additional tax incentives for games, as announced in the coalition agreement.

“That’s encouraging! The new federal government, and above all Federal Minister for Research and responsible for games Dorothee Bär, is following up its words with action. Following the clear statements in the coalition agreement, the significant increase in games funding less than 50 days after taking office has already set a key course. The funding will ensure growth again and provide the necessary breathing space to implement the additional tax-based games funding planned in the coalition agreement at the same time. This decision is an important and encouraging sign that Germany is creating internationally comparable conditions and wants to catch up quickly in the competition between games locations,” said Felix Falk, Managing Director of game – The German Games Industry Association.