iGaming in Poland: Affiliate Marketing Practices

Last Updated: 17 november 2025

Why is Poland’s iGaming market promising for affiliate marketing? Poland is one of the largest markets in Central and Eastern Europe with a population of approximately 38-39 million people, high levels of digitalization, intense competition between legal and grey casinos/betting companies, and strong demand for gambling products. 

This content serves informational purposes only. We do not endorse violations of local laws or service policies. Please familiarize yourself with local regulations and comply accordingly!

Advantages of Poland’s iGaming Market for Media Buyers 

• Large market, high demand. There is a substantial player base, and campaign ROI can be attractive.
• Well-developed payment infrastructure. Users have access to familiar payment methods (cards, local e-wallets, systems like BLIK).
• Regulatory gaps and operational loopholes. A significant grey market exists, which the state is trying to eliminate but has not yet fully succeeded. This creates opportunities for those who know how to operate under such conditions.
• Potential for legislative changes. The market’s further liberalization could open up new opportunities for licensed operators and affiliates.
• Proximity to the rest of Europe. As an EU member, Poland’s regulations often intersect with European standards, simplifying some of the legal work.

The 3S.INFO review will be interesting for operators, media buying teams, and affiliate managers who want to gain a comprehensive understanding of the current state of the Polish iGaming market. It provides insights into profitable niches for media buying, risks associated with working in Poland, and strategies for entering and scaling operations within this market.

iGaming Regulation in Poland: Legal Gambling and Betting Market 

The primary law governing iGaming in Poland is the Gambling Act (Ustawa o grach hazardowych) enacted on November 19, 2009, with amendments including major revisions made in 2017. 

The law regulates various types of gambling activities: games of chance*, sports betting / pari-mutuel betting, card games, slot machines, etc. 

Additionally, advertising related to gambling is also subject to strict regulation under this law, imposing restrictions and specific rules tailored to different types of gaming activities. 

• What are games of chance? This is an official legal term used in gambling legislation (in Poland, as in most EU countries). It refers to all types of gambling where the outcome depends entirely or predominantly on luck, rather than on the player’s skill. In other words, these are any games where the result is determined randomly: e.g., by a dice roll, a random number, or a Random Number Generator (RNG). Examples of games of chance include slots, roulette, blackjack, bingo, and lotteries.
  

Under Polish law, online gambling operates according to a very strict framework. Almost everything except sports betting and promotional lotteries falls under the control of the state monopoly operator, Totalizator Sportowy. Private operators can obtain licenses only for online betting and promotional lottery services. 

Who Regulates Gambling in Poland?

Polish iGaming regulators include:

• Ministry of Finance (Minister Finansów): The main regulator responsible for issuing permits and ensuring compliance with the law.
• Department of Gambling Market Regulation and Gambling Tax, established in 2024 within the Ministry of Finance, handles licensing, technical oversight, game classification decisions, and coordinates efforts against the grey market.
• An Interministerial Team for Combating the Grey Market involving regulatory bodies, financial institutions, and law enforcement agencies works collaboratively to combat illegal gambling activities.

How to Obtain a Polish Gambling License? 

The Ministry of Finance of Poland (Ministerstwo Finansów) is the regulatory body. It conducts inspections, issues licenses, monitors operations, and maintains the register of operators. 

From the perspective of an affiliate or operator looking at Polish licensing, the situation appears as follows: officially, everything seems open and legitimate, but in practice, the market remains closed to private casinos and most online products. The only truly viable vertical is sports betting (mutual bets). Only bookmakers holding a license from the Ministry of Finance may legally accept deposits and advertise their services. Online casinos, poker rooms, roulette tables, and slot machines are officially accessible exclusively via the state-run Totalizator Sportowy, effectively barring private brands from entering this segment.

For media buyers operating in Poland, this means the following:

• Online Betting: This is the sole “white” segment where legal traffic generation is possible. Established Polish brands such as STS, Totolotek, Fortuna, eWinner, and several others (all listed in the Ministry of Finance registry) dominate this sector.
• Online Casinos & Slots: These fall into the grey area. Despite attracting considerable traffic, offers here lack proper licensure and carry significant risks, including blocks, sanctions, and non-payments.
• Promotional Lotteries: They remain in a grey zone between advertising and gambling. Technically, promotional giveaways are permissible, but prior authorization is mandatory.

Popular Casino and Bookmaker Brands in Poland 

Totalizator Sportowy is a state operator and monopolist. It is a government-owned enterprise that controls most gambling activities falling under state monopoly, including online casinos, bingo, lotteries, slot machines, and more.

Totolotek is one of Poland’s prominent bookmakers operating under betting permits.

According to data from the analytical service Blask (November 2025), the top 10 most popular gambling and betting brands in Poland include: 

1. Vulcan Vegas
2. Total Casino
3. NV Casino
4. STSbet
5. Berclic
6. Fortuna
7. ICE casino
8. Superbet
9. Lemon Casino
10. Vavada

iGaming Taxation in Poland: How Much Do Casinos and Bookmakers Pay? 

How Illegal Gambling and Betting Websites Are Blocked in Poland? 

Poland maintains a Registry of Domains Offering Gambling Games Contrary to the Law. Once included in this list, website operators are subjected to blocking by payment systems and internet providers. 

Payment providers are mandated to cease processing transactions for domains listed in the registry within 30 days after inclusion.

Technical Methods: DNS blocking, IP blacklisting, collaboration with ISPs.

How Are Players Attracted to Casino and Bookmaker Websites in Poland? 

Gambling in Poland was legalized and regulated by the 2009 Gambling Act, which replaced various local and outdated regulations. In 2017, an amendment to the Gambling Act was adopted, which strengthened the state monopoly and banned private online casinos (allowing only betting). 

Over time, a large grey market emerged, consisting of offshore operators serving Polish players by circumventing blockades and payment restrictions. 

From the early 2020s leading up to 2025, the Polish iGaming market has seen increased discussion about reforms and potential legalization, driven by industry demand.

Who Gambles in Poland: Target Audience Characteristics 

The Republic of Poland is located in Central Europe. Population: Approximately 38-39 million people. About 7% are Russian-speaking migrants.
Official language: Polish.
Currency: Polish Złoty (PLN).
Internet and smartphone penetration: High, with digitalization on the rise. The majority of users actively use mobile apps and online transfers. In major cities (Warsaw, Krakow, Wrocław, Łódź, etc.), the concentration of the paying audience is higher, and competition is also more intense.

Player Profile in Poland: Motivations and Habits

According to data from the analytical service Blask (November 2025):

• The primary age of visitors to casino and sports betting websites is 25 to 34 years (38%), followed by 35 to 44 years (28%). 
• The largest group of players (30%) has an income between 30,000 and 50,000 PLN.
• Active players predominantly hold college diplomas (35%) or university degrees (30%).
• Half (50%) of the visitors to gambling sites in Poland are salaried employees.

What Games Are Played in Poland: Most Popular iGaming Products? 

Are computer games popular in Poland? In November 2025, official criticism was voiced within the walls of the Polish parliament directed at Rockstar Games regarding the postponement of the release date for GTA (Grand Theft Auto VI). From the parliamentary podium, politicians condemned this delay with full seriousness. Government representative Witold Tumanowicz described the developer’s actions as a “major scandal” and publicly called on the public to hold street protests, stating: “If this case doesn’t make people take to the streets, then I no longer know what will.”

Top 10 Casino Games in Poland (according to Blask, November 2025)

1. Gates of Olympus 1000;
2. Sugar Rush 1000;
3. Sweet Bonanza 1000;
4. Gates of Olympus;
5. Big Bass Vegas Double Down Deluxe;
6. Book of Dead;
7. Le Bandit;
8. Wanted Dead or a Wild;
9. The Dog House Megaways;
10. Sugar Rush.

Habits and Behavioral Traits of Polish Players

• Polish players frequently engage in sports betting, casino products, live games, and online slots when available.
• Due to monopolistic regulations and limitations, some segments resort to unlicensed platforms.
• There is a pronounced inclination toward bonuses, promotions, cashback schemes, tournaments, and progressive jackpots.
• Popular formats include: sports betting, especially football, tennis, and esports. Esports occupies a niche, particularly appealing to younger demographics.
• Within the casino segment (via unofficial channels), live casino experiences, slots, and providers like NetEnt, Evolution, Pragmatic, and others are favored.
• Players emphasize convenience, quick payouts, localized payment options, and responsive customer support.

Payment Solutions and Localization

Consider local payment practices: many players prefer using BLIK, trust their banks, and avoid complex international payment methods.

• BLIK is one of the most popular local payment systems in Poland.
• Bank transfers, cards (Visa, Mastercard). 
• E-wallets (Skrill, Neteller, ecoPayz, etc.) are used, especially on international platforms. 
• Prepaid cards / vouchers (Paysafecard, etc.). 
• Cryptocurrencies are sometimes accepted by grey market / offshore operators.

How to Target Traffic from Poland: Key Insights for Media Buyers and Affiliate Programs

• The core audience consists of men aged 25-44 with above-average income.
• The average deposit amount is 100-250 PLN, but in sports betting, the average activity is 4-5 bets per week.
• Over 80% of players make deposits via mobile applications.
• The highest-converting content focuses on local bonuses, cash-out mechanics, and content related to football and MMA.
• The interface, marketing, and support must be in Polish. This is a mandatory requirement for gaining the audience’s trust.
• Russian-speaking migrants are a separate audience, open to offers in both Russian and Polish.
• Accepting deposits and payouts in PLN is preferred.

Affiliate Marketing in Poland: How to Drive Traffic

Poland is not an easy GEO, but it is strategically promising. If the online casino market opens up (and discussions are already underway), the first to benefit will be those who are currently building infrastructure, acquiring local traffic, and building audience trust through legitimate (“white-label”) formats.

Traffic and Marketing in Poland: Why It’s Profitable? 

• The existing grey market demonstrates that the audience is willing to play outside of legal offerings. There is sufficient demand.
• Regulatory changes could loosen the monopoly’s framework and open doors for new operators.
• With a competent approach to marketing, localization, and payments, it’s possible to redirect some of the grey market traffic to legal options, especially if licensing becomes available.
• Competition in niche verticals (slots, live, bonus schemes, esports) is still not saturated, allowing for new approaches to be tested.

Marketing and Acquisition Channels for iGaming in Poland

• SEO / Content Marketing: Creating blogs, reviews of bookmaker odds, tournaments, and forecasts.
• Influencers, Streaming, YouTube: Popular channels in Poland for promoting bets, reviews, and betting guides.
• Social Media: TikTok, Instagram*, Facebook* — it’s crucial to comply with gambling advertising rules.
• Teaser Networks, Push Traffic: Use cautiously, considering the restrictions on gambling ads.
• Email / Push Notifications: For player retention and retargeting.
• Affiliate Programs (Affiliate Networks, CPA / RevShare Models): Finding local affiliates, bloggers, and forums.
• GEO targeting: Using local keywords, cultural specifics, and seasonality (sporting events, holidays).
• Activity Around Sporting Events: Football, volleyball, basketball, esports — sponsorship, promotions.

*Social networks Facebook and Instagram are blocked in Russia by court decision. 

Checklist for Launching Gambling/Betting Traffic in Poland

Future Prospects of Poland’s iGaming Market

• There are ongoing discussions about eliminating (or easing) the monopoly on online casinos and transitioning to a licensing model. The goal of these proposed changes includes increasing state revenue, retaining players on the legal market, enhancing player protection, and fostering greater competition. However, there is a risk that liberalization might proceed slowly, accompanied by stringent regulations and high requirements, leaving parts of the market still in the grey area.
• In the long-term outlook, the market could evolve into a system where licensed operators compete with former offshore brands, albeit under tighter regulatory supervision.

Possible Impacts of Changes for Affiliates (Positive and Negative)

When such reforms are implemented (or even just heavily discussed) these consequences could arise for the market, media buyers, and operators:

Recommendations from 3SNET: “The Future of iGaming in Poland: How to Prepare Now”

1. Monitor Signals from the Ministry of Finance: Keep track of publications, amendment proposals, and consultations. Early hints of liberalization will appear here.
2. Localize Your Traffic and Databases: Even if you’re currently directing traffic to grey market offers, prepare your platforms for legal formats (Polish language, PLN currency, compliance measures).
3. Establish Relationships with Local Brands and Media Outlets. By the time the market opens, these connections will be invaluable.
4. Prepare White-Label Infrastructure: Set up a legal address, appoint representatives, gather compliance documents so you’ll be ready to submit a license application promptly.
5. Don’t Miss Out on Sports Seasons: Events like Euro 2028 and major tournaments will boost interest in betting. Start building your audience now.

Poland represents a challenging yet promising GEO for media buying in gambling and betting verticals. On the one hand, state-controlled monopolies, strict regulations, and governmental oversight severely limit opportunities. On the other hand, a vast grey market, ongoing legislative debates, and reform potentials offer real chances for those willing to act cautiously and strategically.

Anna Volotskaya

Author with 20 years of experience. I cover everything about iGaming, traffic sources, regulation, and tools—clearly, in detail, and in...

42 articles

Author profile