UK online betting giant Bet365 has commenced legal action against a Bulgarian gambling operator’s sincerest form of flattery.

On Monday, eGaming Review reported that Bet365 had filed an intellectual property infringement suit against Betio, a Bulgaria-based white label sports betting technology provider.

The move followed last week’s ICE convention in London, during which Bet365 says “numerous” attendees noted a striking visual similarity between the two companies’ product and branding. Among the similarities on display include Betio’s use of a familiar white-and-yellow text combo against a green background.

A Bet365 spokesperson said that after thorough investigation of the attendees’ claims, “we decided to initiate appropriate legal actions to protect our intellectual property rights, which in our opinion were violated in this case.” The spokesperson said Bet365 had spent years building its brand and it wasn’t about to let some new kid on the betting block piggyback on its sterling reputation.