The Betting Brand Proving That Doing What’s Right Actually Works

A sit-down with Superbet's Chief Commercial Officer, Adam Lamentowicz

Author

Carlo Palomino
November 14, 2025

Welcome back to The Friday Fortune! With the calendar filling up faster than a holiday airport lounge and everyone collectively punting all calls until “after the holidays,” consider this your weekly permission slip to procrastinate productively. Close the 47 tabs you opened “for later,” grab a cookie (fortune optional but encouraged), and settle in.

Every week, we deliver fresh insights from CMOs, marketing masterminds, and brand builders who are shaping the future in between their own frantic Q4 fire drills. From bold campaigns to sharp strategy, we bring you the gems worth stealing… ethically, of course.

Here’s what’s on deck this week:

  • A sit-down with  Superbet CCO, Adam Lamentowicz

  • How McDonald’s turned K-pop fandom into a mass-market cultural play

  • 20 brands catching Gen Z’s attention rn

📈 Marketer of the Week

If there’s anyone redefining what it means to scale a brand in one of the world’s most competitive and regulated industries, it’s Adam Lamentowicz, Chief Commercial Officer for Central & Eastern Europe at Superbet. His journey shows that entrepreneurial hustle, global operational experience, and a deep belief that culture (not just product) is what separates the contenders from the forgettable.

Adam didn’t set out to join gaming. In fact, he described it as almost accidental. After years spent restructuring companies, building chemical plants, and taking more flights than most pilots, he was tapped to lead the Polish business at Intralot. The moment he understood the category’s mix of technology, regulation, product innovation, and human behavior, that sparked a 15-year journey that ultimately led him to Superbet—now one of Europe’s fastest-growing operators.

Superbet’s transformation from a Romanian retail shop to the 11th largest gaming company globally didn’t happen by chance. Adam credits the company’s core principle, which is “do what is right,” as its differentiator. It’s more than a tagline. In a category where Romania alone has more than 90 active betting sites, this value system becomes a moat. Long-term loyalty comes not from promos or bonuses, but from trust.

Despite operating across sportsbook, casino, and digital entertainment, Adam is crystal clear about how Superbet is a sports betting brand at their core. Innovation, therefore, isn’t just about features but about removing friction, anticipating behaviors, and personalizing experiences. And this personalization extends into CRM, omni-channel experiences, and an expanding ecosystem of multiple brands per market, tailored to specific demographics and cultural nuances.

What truly sets Adam apart, though, is his worldview on culture. Fluent in three languages and able to understand six, he believes local context is essential. “My ambition in Poland is that Superbet is seen as a Polish brand. In Romania, Superbet is seen as a Romanian brand. And in a year or year and a half from now, Superbet will be seen as a Brazilian brand,” he said. This philosophy shapes how Superbet builds teams, tailors creative, and embeds itself authentically within each market’s culture.

To stand out, Adam looks outside gaming for inspiration. He points to brands like Red Bull and Coca-Cola, which don’t rely on samples or aggressive placements, but instead build emotional connection around what the brand represents. It’s an approach Superbet mirrors through storytelling, integration, and genuine community alignment rather than simply plastering logos everywhere.

This also extends to responsible gaming. Adam believes that it must be authentic, not performative. His philosophy is simple: fairness and transparency always win. Whether it’s wagering conditions, promos, or customer service, integrity compounds into long-term growth.

Adam’s Takeaway

“Do what is right. Make sure that it speaks through your promos. Make sure you don’t bring tricky turnover conditions… Make sure you are fair in everything you’re doing. Then the customer will appreciate it… You will succeed and it will be a sustainable business.”

To hear more about how Adam and Superbet are shaping one of Europe’s most dynamic gaming brands, listen to the full episode of CMO Weekly.

Crack open a handful of the week’s best marketing links—because good fortune favors the curious.

That’s a wrap for this week’s Friday fortune.

If you enjoyed the read, pass it along to your favorite marketer who could use a little extra inspo in their inbox.

Until next time, may your marketing be memorable and your cookies always be fortunate!

— The OpenFortune team