Two of the largest bookmakers, Superbet and STS, are exploring the possibility of launching a tax-free game at the beginning of next year in response to Betclic’s initiative. Although a final decision has not yet been made, all signs point to such a promotion being introduced by the next market leaders. For STS, this is an important step that shows how the new owner and updated strategy can influence the company’s development—something that just a couple of years ago would have seemed impossible and likely met with criticism from the previous management.
Tax-Free Game in the Polish Market
In March of this year, Betclic became the first operator in Poland to launch a tax-free game without additional conditions. The bookmaker made a bold yet risky move, and the promotion, initially planned for one month, is still ongoing.
Now, other leading players in the Polish market—STS and Superbet—have decided to join Betclic’s initiative. This opens a new chapter in the competitive battle for customers and market positions.
However, Betclic’s experience shows that such a promotion is very costly for operators. To offset the expenses, Betclic has started raising its margins, which has not gone unnoticed by customers.
Major Changes in the Polish Market
Against the backdrop of the current situation in the Polish market, Superbet and STS may join the fight for market leadership, actively preparing to launch a tax-free game promotion. All signs point to significant changes in the Polish market, which could become irreversible in the long term. These changes will benefit players but may be less favorable for bookmakers. Smaller operators could nearly disappear, and the Fortuna company, if it does not take countermeasures, risks shrinking to less than 10% of the market share.
Despite the high cost of a tax-free game for bookmakers, this offer consistently attracts players. Since 2017, Poland has had legislation imposing a 12% tax on bets, so a tax-free promotion is seen by players as a significant advantage.
Superbet and STS aim to meet these expectations, and after launching their promotions, they could significantly distance themselves from competitors, along with Betclic. The only question is whether Fortuna can withstand this pressure, especially considering its shrinking market share and the sale of the FEG group.
Everything points to significant changes ahead for the Polish market. Some smaller operators, who currently hold minimal market shares, may not be able to keep up with the pace set by the leaders.
This decision is being made against the backdrop of growing interest from foreign operators, who could return to the Polish market within the next two years, bringing well-known and player-favorite brands with them. This also signals that the presence of major and well-established brands is driving up competition.
The industry is facing serious changes. Players will gain the ability to place tax-free bets legally, which will weaken the position of grey market operators. However, the launch of such promotions by major players will create fierce competition, which will challenge both the operators and the entire market.
Superbet, STS, and Betclic will compete, aiming to showcase which of them has the most significant financial capabilities.
Portuguese Model and Changes in the Casino Sector
All signs point to Polish operators following the example of Portugal by taking on the tax burden, despite the significantly higher tax rates in Poland. The key difference is that in Portugal, bookmakers can generate income from online casinos, allowing them to primarily serve a marketing role, with losses from the tax exemption offset by profits from other sources.
The decision to introduce a tax-free game appears to be a logical move for Superbet, which has long focused on aggressive expansion and appealing offers. However, potential actions from STS may indicate something more significant—a possible launch of an online casino. While this is still speculative, given the company’s bold strategy, such a move would be a dramatic shift from the more conservative approach that characterized the company under the leadership of Mateusz Juraszek.
It is also important to consider the pressure Betclic is placing on STS. The rapid growth of competition may result in Betclic becoming a serious threat to STS’s leading position in the Polish market as early as next year. However, the fight for market share will require companies to forgo some of their profits and make substantial investments in advertising campaigns, creating new financial challenges.
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