Eastern Europe
Esports & Competitive Gaming in Eastern Europe – a market not to be ignored

There has been a surge in the popularity of esports and competitive gaming worldwide in recent years, with Eastern Europe being a particular hotbed. We speak to Bartlomiej Michalek, Commercial Manager, UK & Europe at SIS, as he looks at how betting suppliers and operators can tap into this growing market.
In this ultra-competitive market for betting and gaming operators, there has never been a greater emphasis on providing a well-rounded and comprehensive, cross-vertical offering. The increased interest in gaming content and the engaged audience that it brings has presented an invaluable opportunity for suppliers to offer a new stream of compelling content.
In Eastern Europe, in particular, the potential around esports and competitive gaming betting is substantial. The statistics in the region are very impressive, with audience figures and revenues highlighting the popularity of gaming content. Estimations on the number of online gamers in Eastern Europe are roughly 3.5 million, with digital games revenue in the region growing by 7% year-on-year, generating over $2 billion each year. In addition, esports tournaments draw in impressive figures. Earlier this year, the Polish city of Katowice hosted the Intel Extreme Masters for the third time, recording just under 24million hours of watch time from start to finish.
With esports and competitive gaming disciplines having penetrated the mainstream in the region, we believe that sportsbooks should look to take advantage by drawing in casual bettors to events-based solutions. Our Competitive Gaming portfolio features two well-recognised sports simulations – esoccer and ebasketball – that are generating significant results for operators, with sportsbooks reporting that these products are contributing as much as 10% to total revenues.
Focus
While the primary focus of esports tournaments is to entertain viewers, with betting opportunities taking a back seat, our product is built from scratch purposely for betting. Tournaments can be lengthy affairs, thus not being an attractive betting proposition for an audience that wants short and sharp betting activity. Tournament streams can also be delayed for as long as five minutes, and for a proposition where in-play betting opportunities are a key aspect in its appeal, this lag in content doesn’t dovetail well. From a trading perspective, it becomes very difficult to offer a similar level of in-play betting opportunities within esports that you find in other sports.
Events-based content can deliver an unparalleled range of content and wagering opportunities. Since launching, we have progressed from delivering seven hours per day of live streamed content to eight daily 24-hour streams and 150,000 annual events, all because of strong customer demand.
The edge SIS Competitive Gaming has gone beyond the sheer volume of events. Our contests are stringently refereed and is the only esports product available on the market to have been awarded the Esports Integrity Commission’s (ESIC) Gold Standards, the highest possible accreditation created to set unmatched levels of integrity and safety in the esports betting industry. Every contest features live commentary from a highly knowledgeable caster and on-screen graphics, including unique betting prompts to provide a comprehensive experience.
The vast amount of in-play betting opportunities can be offered thanks to ultra-low latency live streaming, which is of high importance for in-play betting, given the demand from bettors to place bets within a matter of seconds as a match unfolds. As we all know, low latency is imperative because customers expect to interact with technology in real-time with no delays. Issues with high latency and time delays can cause users to quit engaging on a platform and move to another application permanently.
Popularity
It has proven very popular with bettors and has been rolled out to a wide range of operators internationally, including Polish operator Betfan and Maxbet in the Balkans. Putting SIS Competitive Gaming in context, it is an increasingly important part of our overall product mix. Given its explosion in popularity worldwide, competitive gaming betting is not something any operator can afford to ignore.
Comparisons can be made between our Competitive Gaming product and the offering we provide through our Live Racing content. The principles and elements that engage the different audiences are very much the same, with the key being the provision of constant, round-the-clock short-form betting opportunities.
Competitive Gaming and horse racing also have similarities where it can be daunting for beginners to get involved, thanks to the terminology that can seem like a different language to many. Our job as a supplier is to make content as easy to understand as possible. There is no benefit for us in providing what is deemed to be overly complex content because bettors won’t engage, and understandably so.
That’s why it is vital for operators to go to great lengths to simplify their offerings as much as possible, with no unnecessary jargon that will scare a potentially new and engaged audience.
Competitive Gaming betting doesn’t have to be complex or difficult to understand. To be successful, products need to appeal to the masses as well as dedicated devotees. There is an onus on providers to ensure they can deliver highly engaging experiences with the best possible standards of integrity and true in-play markets in order to maximise that widespread appeal.
Eastern Europe
Player’s website already offers EGT Digital’s best selling games

EGT Digital’s gaming content is live on one more online casino in Romania: Player.ro. Now its visitors can try their luck with the titles from the well-known Bell Link, High Cash, Clover Chance and Single Progressive Jackpot.
“We highly appreciate our partnership with Player as it provides us with one more opportunity to establish ourselves as a leading provider of iGaming products in Romania,” commented Tsvetomira Drumeva, Head of Sales at EGT Digital. “I believe that our games will contribute to making their website even more popular among local players, and I think that the excellent results shown so far prove it.”
Daniela Lupica, CEO of Player, also gave a positive evaluation of the collaboration with the Bulgarian provider: “Since it is important for us to always offer to our customers content tailored to their tastes and preferences, we did not hesitate to integrate EGT Digital’s games. From the very beginning, they ranked among the favorites of visitors to our site. We look forward to the company’s next proposals.”
Eastern Europe
Swintt Partners with Uniclub to Cement Eastern European Presence

In-demand software provider teams-up with recently-launched casino and betting platform to offer SwinttGames and SwinttPremium releases to Lithuanian customers
Having entered the country almost a year ago to the day, hot-shot software provider Swintt has announced this month that it will now be expanding its Lithuanian footprint after agreeing a partnership deal with the recently launched casino and sports betting platform Uniclub.
Having been around since 2001 under the handle of UAB Unigames, the company is already well-known in Eastern Europe thanks to its collection of land-based slot machines and its sponsorship of Lithuanian Basketball League team Uniclub Casino – Juventus but has recently decided to take its operations into the digital space after launching the Uniclub.lt platform.
Given the timing of the platform’s launch, the new deal with Swintt will represent a major fillip to Uniclub’s efforts to attract new players given it will now be able to offer both SwinttGames and SwinttPremium release to customers, providing them with the perfect mix of classic and next gen slots.
Dealing with the two line-ups in order, SwinttGames combine state-of-the-art graphics and sounds with unique themes and exciting bonus features. Of the titles that will be added to Uniclub, the provider’s most successful release to date, Aloha Spirit XtraLock, will undoubtedly be the headline act, given that it offers players the chance to win huge prizes in its innovative Tiki bonus round.
Over on the SwinttPremium side of things, meanwhile, Uniclub customers will be able to enjoy a range of classic games that feature familiar fruit-themed symbols, simple mechanics and easy-to-trigger free spins features. Notable releases in this catalogue that will be available on the platform include Seven Books Unlimited and the popular Win-O-Rama series, particularly the new Win-O-Rama XL Extended.
With all that and more set to be rolled out at Uniclub.lt over the coming weeks, the new partnership looks set to be highly beneficial for both parties with Uniclub now able to offer an even greater choice of software to its customers and Swintt able to further increase its market presence in Eastern Europe.
“Although Swintt has been present in the Lithuanian market for roughly a year now, we’re always on the lookout for new business opportunities that will expand our network and increase the number of new customers we’re able to connect with,” the Chief Executive Officer for Swintt, David Mann, said. “With its rich offline history in the country and its ambitious plans to take this great success online, in Uniclub we believe we’ve found the perfect partner to work with in Lithuania and we’re very much looking forward to assisting its growth efforts by supplying it with our full range of Swintt games.”
“While UAB Unigames is a well-known presence in Lithuania due to its land-based slots and history of sports sponsorship, we recognise that if we want to replicate this success at Uniclub.lt, the easiest way is to join forces with the industry’s best providers,” the Chief Executive Officer for Uniclub.lt, Martynas Matulevicius, said. “Given the amazing growth it has enjoyed over the past couple of years, Swintt definitely fits this criterion and we’re delighted to now be able to offer its games to our Lithuanian customers. With a wide choice of SwinttGames and Premium releases being added over the coming weeks, we’re sure they’re going to prove a hugely popular addition to our platform and we can’t wait to work with them.”
Compliance Updates
Ukraine’s Evolving Gambling Landscape: Insights from the Panel of European Gaming Congress in Warsaw

The panel discussion last week, at the European Gaming Congress made me feel inspired to contemplate on critical facets of Ukraine’s burgeoning gambling industry, positioning the nation as an appealing prospect for Western European investors. Although unique challenges, including historical financial corruption and external pressures, exist, Ukraine’s European identity makes it an attractive hub for investment. As the country grapples with ongoing conflict, it must simultaneously address customary market concerns such as safeguarding against Russian interference and protecting the personal data of its citizens.
A striking parallel emerged between Ukraine’s gambling landscape and the realm of cryptocurrencies, where combating money laundering and terrorist financing poses significant challenges. The National Bank, equipped with the capacity to monitor financial flows, plays a pivotal role, in conjunction with law enforcement agencies. A comprehensive strategy to combat mis-selling and gray schemes is being executed by the National Bank of Ukraine, alongside the Commission and the Ministry of Finance, resulting in the revocation of licenses, particularly among operators with Russian ties. Comparable license revocations have occurred in several European nations that have issued cryptocurrency licenses.
However, amid the ongoing struggle against these challenges, errors have emerged, exemplified by the imposition of sanctions on prominent Ukrainian industry leaders like Parimatch and Pokermatch. These sanctions have not only significantly impacted the legal gambling sector but have also cast a shadow of caution over Western investors. Notably, the President’s directive to the Cabinet of Ministers, prompted by a citizen petition with 25,000 signatures, seeks to investigate the circumstances leading to the inclusion of Parimatch in the sanctions list of the National Security and Defense Council.
In the wake of the Parimatch case, it’s worth noting that the Cosmolot brand has also recently faced heightened scrutiny, with law enforcement agencies conducting searches and investigations, further emphasizing the need for a robust law enforcement process. Ukrainian Gambling Council, representing 80% of licensed gambling operators, committed to serving its members by actively working on player protection, advertising regulation, and acting as a valuable business ombudsman for the industry, contributing to a more secure and transparent gambling landscape in Ukraine.
As technical impediments are surmounted, the regulatory body demonstrates its efficiency. Critical issues, such as streamlining market access through license issuance, promoting responsible gambling, stricter advertisement rules, and reinvigorating investments, are coming to the fore.
Once the security concerns are addressed, Ukraine is poised to unleash pent-up demand in its gambling sector. This situation will spur investors to contemplate their entry into the market, whether through direct investment, partnerships, or mergers and acquisitions, underlining the evolving landscape of opportunities in Ukraine’s vibrant gambling industry.
Article by Viktoriya Zakrevskaya, Founding Member and Deputy Chairwoman for Communications, Ukrainian Gambling Council
Viktoriya was a speaker at the European Gaming Congress by Hipther, that took place on 31 October at the InterContinental Warsaw. She discussed the emerging Ukrainian iGaming market at the Panel “The Greek Odyssey, La Dolce Vita, La Fiesta Española, The Ukrainian Spirit, and The Portuguese Fado”.
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