As iGaming expands and develops across Central and Eastern Europe (CEE), regulation, taxes and player behaviour will continue to make these markets competitive, so operators must adapt quickly to stay compliant and ahead of their peers.
Mikolaj Cymerman, Chief Commercial Officer at Entain CEE, spoke to iGaming Expert about the region, the CEE jurisdiction that has the most growth potential for the operator, the importance of a nuanced approach and the black market challenges.
How important is it to remain dynamic in the CEE region as many markets in the area continue through a period of transition?
Adapting to a dynamic environment is essential for success in any CEE market.
Regulatory frameworks evolve, tax regimes change, competitive landscapes shift, markets mature and customer expectations continue to rise.
Operators that succeed in the region are those that can adapt quickly while maintaining a long-term strategic vision. We’ve seen markets transition from purely locally dominated environments to highly competitive international ecosystems in a relatively short period of time. At the same time, technology adoption, mobile penetration and product sophistication have accelerated significantly.
The challenge is balancing agility with discipline. You need to be able to react to change while continuing to invest in the products, brands and capabilities that will drive sustainable growth.
What market in the CEE region do you believe provides the most potential when it comes to growth for Entain?
Poland remains the most attractive growth opportunity within our portfolio. It is one of the largest regulated online betting markets in the region, has strong digital adoption and continues to offer significant opportunities for product innovation and customer acquisition.
The market is highly competitive, which naturally creates challenges, but it also drives innovation and ultimately benefits customers. We believe there is still considerable headroom for growth through product development, personalisation, enhanced customer experiences and the continued adoption of more sophisticated betting products.
Poland is also a unique market due to its current online casino structure. Any potential changes to the regulatory framework could unlock substantial growth opportunities for licensed operators while potentially increasing consumer choice and market innovation. Given the recent developments in Finland and Austria, it’s increasingly likely that Poland will become the last iGaming Monopoly in the European Union.
Beyond Poland, there are also attractive opportunities across the Balkans, particularly in markets where online penetration continues to increase and regulatory frameworks are becoming more mature.
Are there any markets that have provided a specific challenge when it comes to ensuring success?
Every market presents different challenges.
One of the biggest challenges across the region is managing uncertainty. Regulatory consultations, tax discussions and compliance requirements can all materially impact business models.
Croatia, for example, has undergone significant regulatory changes in recent years, requiring operators to adapt quickly while maintaining customer engagement and high compliance standards.
How important is a nuanced approach to each market in the CEE, and what are some of the key player trends that you have noticed across the markets?
A nuanced approach is essential because CEE is often viewed as a region that can be approached with a “one-size-fits-all” strategy. In reality, the differences between markets can be substantial, requiring operators to adapt their products, marketing and customer propositions to local preferences and market dynamics. What works in Poland will not necessarily work in Croatia, and vice versa.
At the same time, there are common trends. Customers increasingly expect seamless mobile experiences, faster payments, more personalised offers, and increasingly tailored experiences based on their preferences and behaviours.
Another clear trend is that customers are becoming more digitally savvy and have higher expectations than ever before.
What are the specific challenges presented by the CEE region compared to other markets around the world?
The diversity of the region is both its greatest opportunity and its biggest challenge.
CEE requires operators to manage multiple jurisdictions, each with different licensing requirements, tax structures, advertising restrictions, and responsible gambling obligations.
In many cases, the competitive landscape pits local champions—well-established brands with deep market heritage and strong customer loyalty—against global operators that benefit from significant scale and resources.
Another factor is the pace of regulatory change. Many markets are still evolving, which requires operators to remain flexible and adaptable.
Ultimately, success in CEE requires local expertise, operational agility, and the ability to balance regional scale with market-specific execution.
How can operators prepare to ensure they are well-placed to react to regulatory and tax changes?
Preparation starts long before any regulatory change becomes law.
The most resilient operators are those that plan for multiple scenarios and avoid building their business around a single regulatory outcome. This means preparing brand, product, and commercial strategies that can adapt to different market conditions, while modelling the potential impact of tax increases, advertising restrictions, or enhanced compliance requirements well before they are introduced.
How significant is the black market threat across the Balkans, and what have you made of the efforts of the trade body in the region?
The black market remains one of the most significant challenges facing the industry across parts of the Balkans and wider Central and Eastern Europe, as well as globally.
Unlicensed operators typically avoid taxation, ignore responsible gambling obligations, and often operate outside consumer protection frameworks. This creates an uneven playing field and undermines the objectives of regulation.
Constructive dialogue between regulators, licensed operators, and industry associations is essential if we want to create sustainable, consumer-focused markets.
Are compliance measures making it almost impossible for the regulated market to compete with the black market, and what can be done to stop this?
I would not say compliance measures themselves are the problem. Strong consumer protection and responsible gambling standards are fundamental to a sustainable industry.
The challenge arises when regulatory burdens become disproportionate or are applied only to licensed operators while unlicensed competitors continue to operate with little or no enforcement.
The objective should be to create a regulatory framework that protects consumers while ensuring that licensed operators can offer a competitive and attractive product. If regulation unintentionally pushes customers towards unlicensed alternatives, nobody benefits—not consumers, not regulators and not governments.
