BETBY enters Poland’s regulated market through its Betters partnership

BETBY has entered Poland's regulated sports betting market through a new partnership with Betters, introducing its sportsbook technology and proprietary Betby.Games esports offering to the operator's local proposition. The agreement marks BETBY's first announced market entry in Poland and adds another regulated jurisdiction to its international expansion strategy.

The partnership places BETBY technology within a Polish B2C betting operation that has developed its sportsbook proposition around local customers. Under the agreement, Betters has integrated BETBY's complete sportsbook solution together with Betby.Games, giving the operator access to a broader technology and content package for sports betting.

BETBY establishes a position in Poland

The Polish launch represents a new stage in BETBY's efforts to widen its presence across regulated markets. Rather than simply adding another commercial relationship to its international network, the agreement gives the supplier a local operator through which its sportsbook products can be introduced to customers in a market governed by a defined licensing and compliance framework.

BETBY stated that the partnership with Betters is intended to provide a foundation for its longer-term development in Poland. The supplier also indicated that it expects to build further local relationships as it continues establishing its presence in the country.

Poland's betting sector operates under national gambling legislation, with online betting activities subject to authorization requirements. The Polish Ministry of Finance states that operators offering online mutual betting must obtain the relevant authorization under the country's gambling framework.

That regulatory structure makes market access an important consideration for suppliers and operators alike. For technology providers, partnerships with established local businesses can support the deployment of products within the operational requirements of a regulated market.

Betters expands its sportsbook technology

For Betters, the agreement adds another technology layer to its existing sports betting proposition. The operator has previously worked with external technology providers as part of its efforts to develop its digital betting infrastructure and customer offering. Gamingtec confirmed in 2025 that Betters had moved to its Core sportsbook platform, demonstrating the operator's broader approach to technology partnerships.

The new cooperation with BETBY therefore places an additional sportsbook and esports solution within that wider technology environment. The announced integration covers BETBY's complete sportsbook as well as Betby.Games, its proprietary esports feed.

BETBY's sportsbook is designed as a B2B solution for operators and includes sports betting content, trading and risk management functionality along with configurable frontend options. The supplier's current sportsbook proposition covers more than 125 sports and provides thousands of betting markets through its technology stack.

For Betters, access to this type of infrastructure can support the expansion of its sports betting catalogue while giving the operator additional options for content presentation and product development.

Betby.Games adds an esports dimension

A notable element of the agreement is the inclusion of Betby.Games. The proprietary esports product is designed around simulated sports and esports-style betting content, with offerings that include e-basketball, e-baseball, e-fighting, e-cricket, Rocket League and e-shooter formats.

The product can be integrated in several ways depending on the operator's technical requirements. BETBY provides options that range from a wider sportsbook integration to dedicated Betby.Games or esports modules and an odds-feed arrangement.

For an operator serving a competitive market, the addition of differentiated esports content can create another avenue for product variety. It can also provide betting opportunities beyond conventional fixtures and competitions, particularly for customers interested in fast-format simulated events.

The inclusion of Betby.Games is consequently more than a technical detail in the agreement. It reflects the broader movement among sportsbook suppliers to combine traditional sports coverage with alternative betting formats that can be integrated within the same customer journey.

Poland becomes another regulated-market target

BETBY's Polish expansion follows a series of international agreements announced during 2026. The supplier has continued to expand its sportsbook distribution across Latin America and other regions while adding new products to its wider technology portfolio.

In July, BETBY reported growth across the first half of 2026, including a 42.7% year-on-year increase in sportsbook Gross Gaming Revenue, a 47% rise in active players across its partner network and a 21.2% increase in the number of bets placed. These figures were presented by the company as indicators of activity across its operator partnerships.

The provider has also continued to introduce new sportsbook functions during the year. Recent developments include BETBY Predictions, a fixed-odds prediction markets product and Watch & Bet, a feature designed to combine official live sports streaming with betting interactions inside the sportsbook environment.

The Polish agreement gives these broader product developments another potential commercial environment, although the specific products available through Betters will depend on the final implementation and applicable local requirements.

Localisation remains central to the agreement

Both sides have highlighted localisation as part of the rationale behind the cooperation. Stefanos Karakidis, Director of Business Development at BETBY, described Poland as a mature and competitive market while emphasizing the company's intention to work with established local operators.

“Entering the Polish market represents a significant milestone in BETBY’s international growth strategy and further strengthens our commitment to expanding our presence across regulated markets worldwide. 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.”

The statement positions the cooperation within BETBY's wider strategy of combining its technology with partners that understand local market conditions. That approach can be significant in regulated jurisdictions where product deployment involves commercial, technical and compliance considerations at the same time.

Konrad Łabudek, Chief Executive Officer at Betters, also pointed to technology, localisation and product development when discussing the agreement.

“BETBY stood out to us through the combination of its sportsbook technology, localised content offering and continued focus on product innovation. Integrating its complete solution gives us access not only to a strong core sportsbook but also to differentiated products, allowing us to continue evolving the experience we provide to our players in Poland. We are delighted to become BETBY’s first partner in the country and look forward to developing the cooperation together.”

The confirmation of Łabudek's role as Betters CEO is also consistent with recent industry references identifying him as the company's chief executive.

Implications for the Polish sportsbook market

The agreement adds another technology supplier to Poland's competitive sports betting ecosystem. For operators, competition is increasingly influenced not only by the breadth of sporting events available but also by user interface design, live betting capabilities, content differentiation, data services and the ability to adapt products to local expectations.

BETBY's entry could therefore give Betters additional tools as it develops its offering. At the same time, the supplier gains a direct relationship with a local B2C operator that can help establish its technology within the Polish market.

The partnership should not be interpreted as a change to Poland's regulatory requirements. Providers and operators remain subject to the applicable national framework and the necessary permissions governing betting services. The Polish Ministry of Finance continues to maintain information concerning legal gambling activity and authorized operators, while the country's consumer authorities have also increased scrutiny of bookmaker practices and customer-facing terms.

For the companies involved, the immediate significance lies in the integration itself. BETBY gains its first announced Polish partner while Betters gains access to another sportsbook technology and esports content proposition.

A foundation for further expansion

The partnership also leaves room for future development. BETBY has described the Betters agreement as an important foundation for its continued activity in Poland, suggesting that the current launch may represent the beginning of a broader local strategy rather than a standalone market entry.

As competition develops across regulated European betting markets, suppliers are increasingly focused on scalable platforms that can support different operator structures and market requirements. BETBY's approach combines sportsbook infrastructure with proprietary products such as Betby.Games and a growing selection of additional betting tools.

For Betters, the cooperation creates an opportunity to broaden its technology-backed sportsbook proposition while maintaining its focus on the Polish customer base. The practical impact will ultimately depend on how the products are deployed and how the operator integrates them into its existing customer experience.

Conclusion

BETBY's partnership with Betters gives the supplier a formal entry point into Poland's regulated sports betting market and provides the operator with access to a broader sportsbook technology package. The inclusion of Betby.Games adds an esports-focused component to the agreement while the complete sportsbook solution expands the technology available to the Polish operator.

The deal is also significant within BETBY's wider international development. Its recent activity shows a continuing focus on regulated jurisdictions, local partnerships and additional sportsbook products. Poland now becomes part of that expansion pathway through a relationship with Betters.

The next stage will be defined by implementation, market response and the potential development of further local partnerships. For now, the agreement establishes a clear commercial foothold for BETBY in Poland while giving Betters another technology option as it continues to evolve its sportsbook proposition.

FAQs

What is the BETBY partnership with Betters?
The partnership enables Betters to integrate BETBY's complete sportsbook solution and Betby.Games into its sports betting offering in Poland.

Has BETBY entered the Polish market before?
The partnership announcement identifies Betters as BETBY's first partner in Poland and marks the supplier's announced entry into the country's market.

What is included in the BETBY solution?
The agreement includes BETBY's complete sportsbook and its proprietary Betby.Games esports feed.

What is Betby.Games?
Betby.Games is BETBY's proprietary esports product offering simulated sports and esports-style betting formats across several categories.

Who is Konrad Łabudek?
Konrad Łabudek is the Chief Executive Officer of Betters, a role also referenced in recent company and industry materials.

Who is Stefanos Karakidis?
Stefanos Karakidis is BETBY's Director of Business Development and commented on the company's entry into Poland.

Is online sports betting regulated in Poland?
Yes. Poland regulates online betting under its national gambling framework and online mutual betting requires the relevant authorization.

Why is the Polish market important for sportsbook suppliers?
Poland is a regulated European betting market where suppliers can work with licensed local operators to provide sportsbook technology and betting content within applicable legal requirements.

Will Betters offer all BETBY products in Poland?
The announced agreement confirms the complete sportsbook and Betby.Games integration. The availability of individual features or products can depend on implementation and local regulatory requirements.

What does the partnership mean for BETBY's wider strategy?
The agreement provides BETBY with a local platform for further development in Poland and supports its broader strategy of expanding through partnerships across regulated international markets.