Betting technology company BETBY has added another market to its international agenda, launching in Poland via a deal with local bookmaker Betters.
The deal follows the expansion of BETBY’s reach in Asia and South America via partnerships with aggregator QTech Games and NGX, respectively.
In Poland, Betters has integrated BETBY’s complete sportsbook solution including its Betby.Games esports feed, using the tech to further expand the local reach of its B2C sportsbook portfolio.
“BETBY stood out to us through the combination of its sportsbook technology, localised content offering and continued focus on product innovation,” said Konrad Łabudek, Chief Executive Officer at Betters.
“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.”
Poland the right fit for BETBY
Poland is one of the biggest markets in the Central and Eastern Europe (CEE) region, a cluster of markets which have caught the attention of several major betting companies in recent years including Flutter Entertainment and Entain – though the latter is withdrawing.
Total betting volume in Poland has been estimated at over €4bn (£3.4bn) in 2025, although local market experts like Dr Justyna Grusza-Głębicka have told SBC News that some areas of the regulatory framework could do with improvement.
This isn’t hindering BETBY’s confidence, however. The Malta firm views Poland as a natural step in its strategy to expand across both established and emerging markets, and leadership wants to expand BETBY’s network of local Polish partners beyond Betters.
Stefanos Karakidis, Director of Business Development at BETBY, said: “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.”