Ivan Gojić Joins STS as Chief Sportsbook Officer

In a decisive move signaling further consolidation of leadership within the Central and Eastern European sports betting landscape, STS, the leading regulated sportsbook operator in Poland, has named Ivan Gojić as its new Chief Sportsbook Officer. This high-profile appointment also extends to Gojić’s new role as Vice President of Sportsbook at Entain CEE, the regional arm of the global gaming giant Entain Group.

This dual leadership role, which officially began in April 2025, represents a major strategic step by Entain CEE to unify and streamline its sportsbook operations across its Central and Eastern European portfolio. With STS being a cornerstone of Entain’s operations in Poland—one of the most mature regulated betting markets in the region—Gojić's appointment is expected to play a crucial role in shaping the next phase of digital sportsbook evolution.

Deep expertise from the ground up

Gojić’s appointment brings a rare combination of strategic leadership and front-line operational experience to his new roles. He began his career from the grassroots level of the industry, having initially worked as a professional sports bettor, an experience that offered him firsthand knowledge of customer behavior, odds dynamics, and risk management.

Over the past two decades, Gojić transitioned into the corporate side of the betting industry, rising through the ranks at major brands such as Ladbrokes and Superbet. During his time at Superbet—one of the fastest-growing betting operators in Central and Eastern Europe—Gojić was instrumental in optimizing trading systems, enhancing product features, and aligning technology with customer expectations.

This blend of operational expertise and executive vision makes Gojić uniquely equipped to oversee both STS’s ongoing innovation and Entain CEE’s wider sportsbook strategies.

A renewed focus on growth in a competitive market

The Polish sports betting market has become increasingly competitive in recent years, with a surge in digitalization and changing consumer habits prompting operators to invest in user experience, mobile-first solutions, and personalized content. STS has remained the market leader in this space, consistently outperforming rivals by leveraging deep local knowledge and a strong regulatory presence.

Under Gojić’s leadership, the focus will shift toward amplifying innovation, expanding product diversity, and scaling operations to meet the evolving demands of Polish consumers. Given Poland’s role as a regional anchor in Entain CEE’s portfolio, these changes are likely to influence the broader strategic roadmap across markets such as Croatia, Romania, and other potential growth territories in the Balkans.

Internal endorsement reflects confidence in strategic direction

The significance of this appointment has been underscored by Radim Haluza, CEO of STS, who publicly praised Gojić’s industry expertise and highlighted his anticipated impact on the company’s trajectory.

“We warmly welcome Ivan to our team. He is an outstanding expert in trading, risk management, and broadly defined product development in the iGaming sector. I am confident that his experience and past achievements will help both STS and the entire Entain CEE Group stand out even more in their respective markets.”

Haluza also referenced the group’s #united strategy, a guiding principle that emphasizes cohesive development across brands, cross-border collaboration, and alignment in technological investments. Gojić’s dual role is seen as key to implementing this vision with greater speed and efficiency.

“Our goal is to continuously improve our product and offering to strengthen the position of our companies in Poland and Croatia. Ivan’s support will certainly help us implement the #united strategy more effectively,” Haluza added.

A personal milestone for Gojić

For Gojić, this appointment marks more than just a career step—it represents a full-circle moment in a professional journey that began over two decades ago. In his own words, Gojić expressed deep enthusiasm for his new chapter with STS and Entain CEE:

“It’s hard to call it work when you’re doing something you love. It all started over 20 years ago – first from the perspective of a professional player, and later through a career that began and evolved in various roles at Ladbrokes. For the past eight years, I’ve been with Superbet. I am truly excited to begin this new chapter of my career with Entain, and I sincerely hope to bring value to the fantastic team that has led STS to the very top in Poland.”

His reflection highlights the human side of an industry that often revolves around data, technology, and regulation—reminding stakeholders that long-term success is driven by passionate individuals with a deep understanding of the product and the players.

Aligning regional sportsbook operations

Entain CEE’s broader ambition is to streamline sportsbook operations across its various brands, reducing redundancies and maximizing the impact of shared technology stacks. With Gojić in a regional leadership role, the group is expected to introduce standardized risk management frameworks, centralized trading hubs, and regionally adapted product roadmaps.

The synchronization of sportsbook development across Poland, Croatia, and beyond aims to deliver:

• Faster product rollouts
• Shared promotional strategies
• Cross-market loyalty programs
• Unified compliance and reporting frameworks

These changes reflect a growing trend in the industry: large-scale operators are leveraging economies of scale to boost competitiveness while still retaining local market sensitivity.

Embracing digital transformation

One of the key tasks on Gojić’s agenda will be to lead digital innovation within STS’s sportsbook platform. With increasing demand for mobile-first experiences, real-time betting, and custom odds generators, there is a pressing need to align product development with user behavior trends.

Areas of focus are likely to include:

• Expansion of live betting functionalities
• Advanced cash-out and partial settlement features
• Enhanced AI-driven odds modeling
• Personalized in-app experiences based on historical player data
• Integration of streaming services with live betting interfaces

This evolution will not only solidify STS’s position in Poland but also serve as a model for Entain CEE’s rollout in other CEE territories.

Ensuring compliance in a shifting regulatory landscape

As regulatory frameworks across Europe become more complex, sportsbook operators are under pressure to balance innovation with compliance. Poland, while one of the more stable markets, has stringent laws concerning advertising, consumer protection, and anti-money laundering.

Gojić’s experience with established brands that operate under strict regulatory regimes equips him to navigate this environment while maintaining product integrity and user engagement. Key compliance priorities will likely include:

• Stricter KYC (Know Your Customer) processes
• Real-time fraud detection and prevention
• Tools for self-exclusion and spending limits
• Transparent odds disclosures and risk messaging

By embedding compliance into product design, STS and Entain CEE can ensure long-term sustainability and maintain trust among regulators and players alike.

Future prospects and regional expansion

Beyond his immediate focus on Poland and Croatia, Gojić’s strategic vision could help Entain CEE tap into emerging markets across Central and Eastern Europe. Countries like Slovakia, Hungary, and Bulgaria are showing increased openness to regulated sports betting, and Entain CEE is well-positioned to enter or expand in these areas.

Given the challenges of local licensing, cultural preferences, and technological readiness, having a seasoned executive like Gojić overseeing sportsbook strategy adds both agility and depth to Entain’s regional playbook.

Conclusion

Ivan Gojić’s appointment as Chief Sportsbook Officer at STS and Vice President of Sportsbook at Entain CEE is more than just a leadership shuffle—it represents a bold move to solidify Entain’s dominance in the Central and Eastern European sports betting sector. With decades of hands-on experience, a passion for the industry, and a keen eye for product development, Gojić is poised to drive innovation, operational excellence, and sustainable growth in both mature and emerging markets. As digital transformation and regulatory compliance continue to define the industry’s evolution, his leadership is set to play a pivotal role in shaping the future of sports betting across the region.

FAQs

Who is Ivan Gojić?
Ivan Gojić is the newly appointed Chief Sportsbook Officer at STS and Vice President of Sportsbook at Entain CEE, with over 20 years of experience in the betting industry.

What is STS known for?
STS is Poland's largest legal sportsbook operator, recognized for its innovative digital products and market leadership in regulated online betting.

When did Ivan Gojić start his new role?
Gojić officially began his tenure with STS and Entain CEE in April 2025.

What companies did Ivan Gojić work with before joining STS?
He previously held strategic roles at Ladbrokes and Superbet, where he focused on trading, risk management, and sportsbook development.

What is Entain CEE?
Entain CEE is the Central and Eastern European division of Entain Group, managing regulated gambling operations in countries such as Poland and Croatia.

Why is this appointment important for Entain CEE?
It reflects Entain CEE’s strategic goal of aligning sportsbook operations across markets and driving innovation and growth in the region.

What is the #united strategy mentioned by STS?
The #united strategy refers to Entain CEE’s approach to integrating operations, fostering collaboration, and aligning technology across its regional brands.

Which markets will benefit from Gojić’s leadership?
Primarily Poland and Croatia, with potential expansion into other regulated CEE markets.

What are some upcoming priorities for STS under Gojić?
STS aims to enhance its digital sportsbook, improve mobile engagement, expand live betting features, and maintain regulatory compliance.

How does STS approach responsible gambling?
STS integrates responsible gambling tools, promotes transparency, and ensures full compliance with Polish and European gaming regulations.