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BETBY Enters Poland for the First Time via Betters Partnership: A Strategic Move into a High-Stakes Market

By jili tutorial · September 19, 2026

BETBY Enters Poland for the First Time via Betters Partnership: A Strategic Move into a High-Stakes Market

Introduction: A Milestone Entry into Central and Eastern Europe

The Polish regulated sports betting market has a new player at the table. BETBY, a Malta-licensed B2B sportsbook supplier, has officially entered Poland for the first time through a strategic partnership with Betters, a locally licensed operator. This agreement marks not just another contract win for BETBY, but a deliberate step into one of Europe’s most tightly regulated and fiscally demanding betting environments.

This guide unpacks the details of the partnership, the broader market context, and what this means for BETBY, Betters, and the Polish betting landscape as a whole. We’ll explore the product integration, the regulatory framework, the tax burden, and the strategic rationale behind the deal, while also looking at what the future might hold for both companies.

The Core Agreement: What the Partnership Entails

Product Integration: Full Sportsbook Plus Esports Simulations

Under the terms of the deal, Betters has integrated BETBY’s complete sportsbook platform alongside Betby.Games, BETBY’s proprietary esports simulation feed. This is not a partial rollout — Betters gains access to the full suite of BETBY’s offerings, including:

For Betters, this means a significant upgrade in both product depth and player engagement potential. The esports simulation component is particularly notable — it provides a 24/7, always-on betting vertical that complements traditional sports and appeals to a younger, digitally native audience.

The Betters Profile: A Licensed Local Operator

Betters operates under its parent company, Silesia Entertainment Sp. z o.o., and holds a license from the Polish Ministry of Finance — the only legal pathway for online sports betting in the country. The operator already offers:

These services are available via both web and mobile platforms. With this new integration, Betters can now differentiate itself from other locally licensed operators by offering a proprietary esports simulation product that few competitors can match.

Poland’s Regulated Betting Market: A Double-Edged Sword

Licensing: One of Europe’s Strictest Regimes

Poland operates under a closed licensing model. Only operators with a permit from the Minister of Finance are legally allowed to accept bets from Polish residents. The practical consequences are significant:

This creates a barrier to entry that favors established, well-capitalized operators — and it means that any new entrant must come with a clear strategy and strong local partnerships.

The Tax Burden: A 12% Turnover Tax That Cuts Deep

Perhaps the most defining feature of the Polish market is its tax structure. Unlike many jurisdictions that tax gross gaming revenue (GGR), Poland imposes a 12% tax on gross turnover — i.e., the total amount staked by players, not the operator’s winnings.

According to analysts at H2 Gambling Capital, this turnover tax is equivalent to approximately 55–65% of GGR. To put that in perspective:

Still, the market continues to grow. H2 projects that Polish sports betting GGR will reach €1.62 billion in 2026, on a gross turnover of €5.07 billion. Online channelisation — the share of betting conducted via the internet — is estimated at 78–88%, making digital the dominant channel.

Online Casino Restriction: A State Monopoly

It’s also important to note that while sports betting is open to private licensed operators, online casino games remain the exclusive domain of Totalizator Sportowy, the state-owned operator. This means that private licensees like Betters cannot offer slots, table games, or live casino products online. Their entire digital offering must center on sports betting and related verticals.

This makes BETBY’s esports simulation feed even more valuable — it provides a casino-like experience (fast-paced, always available, high-frequency events) within the legal confines of sports betting.

The Strategic Rationale: Why BETBY Chose Poland (and Vice Versa)

BETBY’s Regulated-Market Push

Stefanos Karakidis, Director of Business Development at BETBY, framed the partnership as part of a broader strategy: “Poland is a mature and highly competitive market and our partnership with Betters reflects our strategy of working with established local operators to deliver tailored, high-quality sportsbook experiences while building sustainable growth in key regulated jurisdictions.”

Indeed, BETBY has been aggressive in expanding its footprint across regulated markets throughout 2025 and into 2026, with announcements spanning Asia, Latin America, and now Central and Eastern Europe. This geographic diversification reduces reliance on any single market and aligns with the global shift toward regulated and licensed operations.

What Betters Gains: Product Differentiation

For Betters, the deal addresses a core challenge: how to stand out in a market with price-sensitive customers and high tax pressure. By integrating Betby.Games, Betters adds a unique product vertical that:

CEO Konrad Łabudek highlighted this point: “BETBY’s combination of sportsbook technology, localised content, and its esports simulation portfolio were the decisive factors… access to Betby.Games alongside the core sportsbook gives Betters differentiated content with which to continue developing its player proposition in Poland.”

A Deeper Look at Betby.Games: The Esports Simulation Engine

Betby.Games is a proprietary product that has quietly become one of BETBY’s most valuable assets. Currently, it includes:

For players, this is a fast-paced vertical that combines the thrill of sports betting with the rapid fire rounds of casino gaming. For operators, it provides:

BETBY’s Licensing and Global Position

BETBY operates under MGA licence MGA/B2B/780/2020, issued to Earlybird Ltd on 3 August 2020. This Malta Gaming Authority licence is widely recognized as a gold standard for B2B suppliers, and it allows BETBY to supply:

The supplier serves operators across global regulated markets and has stated its intention to build additional local partnerships in Poland beyond the Betters deal. This signals confidence in the market’s long-term potential, despite its tax burden.

What This Means for the Polish Market and Players

For players, this partnership should be seen as a positive development. It brings:

For the market, the entry of a major B2B supplier like BETBY increases competition among licensed operators, which can only benefit the end consumer. It also reinforces the viability of Poland’s regulated market as a destination for serious international suppliers.

Challenges and Considerations

While the partnership is undoubtedly strategic, it is not without challenges:

  1. Tax pressure: The 55–65% GGR-equivalent tax rate means operators must be extremely efficient. Any inefficiency in risk management or trading will directly impact the bottom line.

  2. Competitive intensity: Poland is a mature market with established players. Breaking through the noise requires either aggressive marketing or genuinely differentiated products — Betters is betting on the latter.

  3. Regulatory evolution: While sports betting is regulated, the market could see changes in tax policy or licensing terms. Operators must remain agile.

Conclusion: A Calculated Bet on a Growing Market

BETBY’s entry into Poland through Betters is not just a single deal — it’s a signal of intent. It shows that the supplier is willing to enter even the most challenging regulated markets, provided it can find the right local partner. For Betters, the integration of Betby.Games offers a genuine product advantage in a market where differentiation is hard to come by.

As Poland’s sports betting GGR heads toward €1.62 billion by 2026, both companies are positioning themselves to capture a meaningful share of that growth. The road ahead is uphill, with high taxes and stiff competition, but with a strong product suite and clear strategic focus, BETBY and Betters are well-prepared to navigate it.