London calling for STS as UK licence is granted

STS has been given the green light to expand into the UK, making it the market’s first Polish sportsbook.

Leading the way 

The licence was granted by the UK Gambling Commission and forms part of the company’s long-term expansion plans. It’s the only Polish bookmaker to operate outside of its homeland.

Mateusz Juroszek, STS CEO, said: “We are not only the largest Polish bookmaking company, but also the first domestic company in this industry to operate outside of the domestic market.

It’s unlikely that the UK will be STS’ last foreign market, either. Juroszek continued: “Obtaining a licence in the UK is the result of a consistently-implemented international expansion strategy. We are always looking at other prospective foreign markets.”

Preparing for the future 

The granting of a UK licence comes shortly after STS announced a deal with Enteractive’s (Re)Activation Cloud®. This partnership is intended to boost player conversion rates.

Enteractive’s iGaming platform was developed with an emphasis on human interaction.

Elsewhere, STS has secured numerous high-profile ambassadors this year. One of these is ex-Manchester United goalkeeper Peter Schmeichel.

Regulation in Poland 

After receiving permission to operate in the UK, the STS CEO pointed to regulatory changes back in Poland. He mentioned that strict barriers were being introduced for online gambling in the country. Tax was one of the issues related to this.

Juroszek suggested that this contributed to the brand’s initial expansion plans, which were devised in February. But despite its presence in new markets, he stated that STS is still keen to help improve the Polish market.

The company is Poland’s largest sports betting operator and holds a 47% market share. It also has an affiliate program, which offers a progressive revenue share structure.