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Polish sports betting market sums up 2020: STS named the market leader

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Polish sports betting market sums up 2020
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For another year in a row, STS was the largest bookmaking company with a year-over-year increase in shares. Fortuna, the runner-up, was in the decline. The third-best, forBet, is on the rise, as reported by “Stowarzyszenie Graj Legalnie” (Association for the Elimination of Black Economy Betting in Poland ‘Bet legally’). Revenues of licensed operators, as well as the amount of taxes contributed by the sector, would be higher if it were not for companies operating in the grey zone which are estimated by the “Graj Legalnie” association to account for several dozen per cent of the market.

STS is the largest sports betting company in Poland. The company managed by Mateusz Juroszek already controls 45.8 per cent of the licensed part of the sector, compared to its 45.1 per cent at the end of 2019. The sports betting company has also recorded an increase in revenues, from PLN 3.081 bn to PLN 3.319 bn.

According to the estimates of the “Graj Legalnie” association, the second-best, Fortuna, has recorded a decrease in revenues from over PLN 2.1 bn to ca. PLN 2 bn. The company has also lost its market share, from 30.9 per cent to 27.8 per cent. The third one on the podium is forBET (6.6 per cent of the market vs 6 per cent in 2019).

Other legal sports betting businesses in the ranking are Betclic (4.2 per cent of the market vs 1.7 per cent YoY), LV Bet (2.7 per cent vs 3.5 per cent YoY), Betfan (2.6 per cent vs 1.6 per cent YoY), Totolotek (2.3 per cent vs 4.5 per cent YoY), Totallbet (2.2. per cent vs 1.6 per cent YoY) and eToto (2 per cent vs 2.2 per cent YoY). Other players control the remaining 3.7 per cent of the market.

The full list:

Sports betting company

Market share in 2020

Market share in 2019

STS

45.8 %

45,1%

Fortuna

27.8 %

30.9 %

forBet

6.6 %

6%

Betclic*

4.2 %

1.7 %

LV Bet

2.7 %

3.5 %

Betfan*

2.6 %

1.6 %

Totolotek

2.3 %

4.6 %

Totalbet

2.2 %

1.6 %

eToto

2 %

2.2 %

Other

3.7 %

2.9 %

*It should, however, be noted that Betfan and Betclic were not operating from the beginning of 2019, therefore their results are not fully reliable.

COMMENTARY: Katarzyna Mikołajczyk, President of the “Graj Legalnie” association

The year 2020 was very subversive for the sports betting industry. After a promising beginning, the second quarter brought the lockdown of global sport. The most flexible companies with a diversified portfolio and well-developed produce and technology were able to make up for the losses incurred during those months. The best example of this is the market leader – STS. The company, despite a decline in revenues in the second quarter, achieved at the end of 2020 a result better than in the previous 12 months.

The pandemic has also affected its local betting shops, most of which have been closed during the lockdown. After reopening, traffic at many of these locations did not return to pre-pandemic levels, and some customers moved to the online channel. Totolotek did not manage to cope in this difficult situation – it has recently announced the closing of all of its local betting shops. It was the leaders who made it.

Graj Legalnie

The mission of the Graj Legalnie association is to improve the situation of legal sports betting businesses in Poland. Its goal is to protect the sector from illegal and unfair competition. The organisation was founded in 2016 to support operators licensed by the Minister of Finance in their functioning in a complex legal and competitive environment. Challenges facing both the association and the Polish authorities include the grey economy accounting for several dozen per cent of the market and losses incurred by the state budget for unpaid taxes worth several billion zloty.

Moreover, the task of the association is to create a positive image of the sports betting industry, to shape and to disseminate the principles of ethics in business operations and share best practices, as well as information between its membrs. Since its foundation, the association has been focussed on providing reliable information and data concerning the Polish sports betting industry.

Central Europe

Game Changers and Guild X broke records in Berlin

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Guild Esports, a global esports team organisation, took sixth place overall with team Guild X in the inaugural VALORANT Game Changers Championship, held in Berlin (15-20 November).

Following a year of intense regional competition, the world’s most elite Game Changers squads went head-to-head in person, for the first time ever, to crown a global champion in Germany. Bringing together the best teams from North America, Brazil, EMEA, APAC, LATAM and East Asia, G2 Esports won the Grand Final to lift the coveted championship trophy.

Supporting women in gaming is a key part of Guild’s strategy within the sporting community, aligning with the aims of Game Changers to create new opportunities and exposure for women and other marginalised genders within VALORANT esports.

The tournament in Berlin, with over 150,000 viewers* tuning in, demonstrates how women in gaming and teams such as Guild X are not just changing the game but also breaking records. According to Esports Charts, Game Changers has become the most-watched tournament for women’s esports.

On Sunday, Guild also hosted a watch party at the Sky Guild Gaming Centre in Shoreditch with talent Elz the Witch, Iain Chambers plus other influencers such as Megsoundslikeegg and Geo Collins in attendance. Even though Guild X was not in the Grand Final, Guild, along with its supporting partners Sky and Subway, wanted to offer a safe space for VALORANT fans to watch the finale, especially women and marginalised gender fans.

Jasmine Skee, Chief Marketing Officer at Guild Esports, said: “Our vision at Guild is to lead the way in supporting the future of women in gaming, and we are committed to equal opportunities for our Guild X players. The Game Changers Championship in Berlin was a hugely successful event and we are extremely proud as an organisation to have been a part of it. Congratulations to all at G2 Esports on their victory in such a milestone event for the esports industry. With the announcement of the new Game Changers format, we’re excited to watch our Guild X team, and the wider women esports industry, grow.”

Guild X has been confirmed this week as automatic top-tier qualifiers for the VALORANT Game Changers EMEA 2023 competition, with relegation rules now being in place as part of the new format changes announced. The Game Changers tournament will continue to break down stereotypes, elevate women and allow them to further their careers in a dedicated safe space, and provide a platform for professional growth both in and outside of the game – all actions that are completely aligned with Guild’s strategy moving into 2023 and beyond.

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CT Interactive in strategic deal with Kajot

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CT Interactive in strategic deal with Kajot
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CT Interactive, a global gaming content provider, has concluded a strategic deal with Kajot. Through this partnership, CT Interactive will be able to broaden the reach of its products in Slovakia and the Czech Republic while further diversifying the content of the slots available on the platform, Kajot works with.

Kajot is a renowned Czech gaming operator with an extensive portfolio of games.

“We are proud to announce that we will work with an operator who has 26 years of experience in the gaming industry”, said Milena Tsankarska, Head of Business Development EMEA at CT Interactive. She added, “This action demonstrates our company’s intention to keep growing its market share in Europe”.

Once the integration process is completed, the first market that the company will enter with Kajot is Slovakia, and later, it will expand to the Czech Republic.

“We are pleased to conclude a deal with CT Interactive. We are certain that our customers will appreciate the inclusion of their content on our platform”, commented André Kruf, sales director at Kajot group of companies.

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ZEAL brings on Rodja Schmitz-Hübsch as VP Marketing

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Rodja Schmitz-Hübsch joined the ZEAL team in October as Vice President Marketing
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Rodja Schmitz-Hübsch joined the ZEAL team in October as Vice President Marketing. In his position, he reports directly to COO Sönke Martens. In addition to the strategic development of marketing at ZEAL, his responsibilities also include the ongoing optimization of new customer acquisition and customer relationship management.

Before joining ZEAL, the marketing expert was Head of Campaigns at the online marketplace OTTO and worked for five years at the digital creative agency elbdudler, most recently as Managing Partner.

“I am very much looking forward to my new tasks at ZEAL, because what could be better as a marketer than making people dream and turning dreams into reality – not least, we have already paid out more than €200 million this year to our big winners alone,” says Rodja Schmitz-Hübsch. “ZEAL has made an impressive development with the portals LOTTO24 and Tipp24. Together with the great team, we will continue to write this success story and consistently pave the way for further growth in marketing.”

Rodja Schmitz-Hübsch is a renowned marketing manager with deep expertise in brand management and e-commerce,” says Sönke Martens, COO of ZEAL. “Today, more than ever, a professional marketing strategy is crucial for companies to succeed. We are pleased to have a true professional on board with Rodja, who with his experience and passion for good marketing will be an important driver for further growth at ZEAL.”

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