{"id":14163,"date":"2026-10-02T11:00:48","date_gmt":"2026-10-02T10:00:48","guid":{"rendered":"https:\/\/sbceurasia.com\/en\/?p=14163"},"modified":"2026-10-02T11:00:52","modified_gmt":"2026-10-02T10:00:52","slug":"beyond-the-market-map-sbc-summit-explores-what-it-takes-to-grow-in-cee","status":"publish","type":"post","link":"https:\/\/sbceurasia.com\/en\/2026\/10\/02\/beyond-the-market-map-sbc-summit-explores-what-it-takes-to-grow-in-cee\/","title":{"rendered":"Beyond the Market Map: SBC Summit Explores What It Takes to Grow in CEE"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">At <strong>SBC Summit Lisbon 2026<\/strong>, executives from <strong>Balkan Bet, Loteria Rom\u00e2n\u0103, Entain CEE and Flutter CEE <\/strong>discussed why expansion across Central and Eastern Europe requires more than a strong product and investment capital.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Central and Eastern Europe continues to offer opportunities for gambling operators. Regulatory predictability, strong local competitors and the relationship between retail and online operations are shaping where \u2013 and how \u2013 companies can grow.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">These themes underpinned <strong>\u201cCEE in Transition: From Established Giants to Emerging Opportunities\u201d<\/strong>, moderated by <strong>Nika Gigashvili <\/strong>of <strong>SMH Global<\/strong>, with <strong>Bojan Scekic <\/strong>of Balkan Bet,<strong> Ionut-Valeriu Andrei <\/strong>of Loteria Rom\u00e2n\u0103,<strong> Mikolaj Cymerman <\/strong>of Entain CEE and<strong> Irakli Asanishvili <\/strong>of Flutter CEE.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Stability before scale<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Asanishvili put regulatory transparency and predictability among the most important considerations when assessing a market. But he also challenged operators to look inward before committing to expansion.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cAre we ready to win there?\u201d he asked.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Scekic emphasized stability, noting how closely gambling regulation is tied to politics. He saw room for investment over the next three to five years, but was cautious about finding exceptional, rapidly emerging markets.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Andrei brought that uncertainty down to an operational level. He said Romania\u2019s shift from central authorisation to local licensing had created a substantial burden for Loteria Rom\u00e2n\u0103, with its more than 2,000 physical points of sale.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cThat means we would have to obtain a licence in 2,000 places. Two thousand mayors with two thousand perspectives, with two thousand political issues. And this is not just an issue for the lottery; it is an issue for all operators in Romania,\u201d he said.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The example illustrated why the details of regulation can matter as much as whether a market is formally open.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Cymerman nevertheless identified potential opportunities: Poland\u2019s online casino segment, should it open beyond the existing monopoly, and possible developments in Hungary and Albania. His enthusiasm came with a qualification. CEE\u2019s established operators, many of which built their brands through retail before moving online, are difficult to displace.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cThe barrier for entry for any kind of newcomers is very hard,\u201d he said.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>The retail question<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The debate over physical presence revealed why a strategy that works in one CEE market may struggle in another.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For Scekic, retail remains a way to build customer relationships and reinforce a brand\u2014not merely a network for handling cash.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cIt\u2019s not just cash-related. It\u2019s more brand-related,\u201d he said.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Cymerman contrasted Poland, where he said heavily funded online newcomers had succeeded, with Balkan markets, where physical outlets remain important for deposits and withdrawals.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Asanishvili offered a different perspective: retail\u2019s importance does not mean customer habits are fixed. A more convenient digital experience can change behaviour, provided it addresses the trust and payment needs traditionally served by shops.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cIf you can solve these two problems without retail, then I don\u2019t see why you can\u2019t build business without having a heavy retail presence,\u201d he said.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Andrei\u2019s account suggested that the two channels need not compete at all. Loteria Rom\u00e2n\u0103 initially expected online ticket sales to represent around 15% of sales, he said. After two years, the share exceeded 50%, while retail also grew.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cWe were very nervous about killing the retail. But in fact, what we realised was that the retail grew as well.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Why \u201ccopy-paste\u201d fails<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">If the speakers differed on how much retail an operator needs, they were aligned on the importance of localisation.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Cymerman pointed to sporting preferences \u2013 ski jumping and speedway in Poland, water polo in Croatia \u2013 as examples of differences that reach far beyond language. Casino content, CRM and marketing also require local understanding.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cI\u2019m very much against this kind of approach of \u2026 copy-paste, copy-paste just to put a pin in the map,\u201d he said. \u201cIt just doesn\u2019t work.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Scekic argued for combining that local knowledge with group-level technology and commercial expertise. Asanishvili briefly summed up his understanding of what should and shouldn\u2019t be localised: \u201cCustomer-facing local, enterprise global.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Advertising restrictions add another layer to the equation. Scekic said limited opportunities to build brand awareness can favour acquiring an established operator over launching from scratch. Andrei defended moderate advertising as a way to help customers identify legal businesses, while Cymerman warned that restrictions on licensed operators must be considered alongside competition from the unlicensed market.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Cymerman also called for restraint within the industry itself: \u201cThere is an element of self-regulation that we need to put on ourselves.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For companies plotting their next CEE move, the discussion offered a practical conclusion: a place on the market map is not a strategy. Sustainable growth requires confidence in the rules, a clear reason for customers to choose the product, and the local expertise to deliver it.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Don\u2019t forget to subscribe to our <a href=\"https:\/\/t.me\/sbceurasia\">Telegram channel!<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>At SBC Summit Lisbon 2026, executives from Balkan Bet, Loteria Rom\u00e2n\u0103, Entain CEE and Flutter CEE discussed why expansion across Central and Eastern Europe requires more than a strong product and investment capital. Central and Eastern Europe continues to offer opportunities for gambling operators. Regulatory predictability, strong local competitors and the relationship between retail and [&hellip;]<\/p>\n","protected":false},"author":7,"featured_media":14164,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"tdm_status":"","tdm_grid_status":"","footnotes":""},"categories":[35,1,24,564],"tags":[5618,17277,322,325,14022,17278,17280,17276,17279,559,1479,5527],"class_list":["post-14163","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-events","category-news","category-regulations","category-slider","tag-balkan-bet","tag-bojan-scekic","tag-cee","tag-entain-cee","tag-flutter-cee","tag-ionut-valeriu-andrei","tag-irakli-asanishvili","tag-loteria-romana","tag-mikolaj-cymerman","tag-nika-gigashvili","tag-sbc-summit","tag-smh-global"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.1.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Beyond the Market Map: SBC Summit Explores What It Takes to Grow in CEE - 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