Fortuna Entertainment Group (FEG) has unveiled its largest-ever multi-market advertising campaign, launching a new brand platform designed to unify its presence across Central and Eastern Europe under the slogan “Feel the Thrill”.
The campaign marks a significant repositioning for Fortuna as it seeks to strengthen its standing across its core markets of the Czech Republic, Slovakia and Poland, while establishing a more consistent identity across its expanding international footprint.
According to Fortuna, the initiative represents a shift towards a more emotionally driven and unified brand strategy, aimed at broadening its appeal beyond traditional sports betting audiences.
“The campaign marks a shift towards a more unified and emotionally driven brand approach across markets, designed to connect with a broader audience beyond traditional sports fans, while carefully addressing specific needs and expectations of individual countries,” the company stated.
The launch carries added significance as it forms part of Fortuna’s wider corporate transformation programme. In 2025, long-term investor Penta Investments backed the FEG 2.0 strategy, appointing Dieter John as CEO to lead the next phase of the group’s development.
Under FEG 2.0, Fortuna is focused on accelerating growth across its international markets, strengthening proprietary technology capabilities and creating a more unified operating model across its retail and online businesses.
Dieter John, CEO of Fortuna Entertainment Group, said: “With ‘Feel the Thrill’, we are creating a more uniform, consistent and scalable way to present our brand across markets.
“At the same time, we want to make it easier for a broader audience to connect and engage with the excitement our comprehensive products offer, not only core sports fans, but anyone looking for engaging entertainment.”
The campaign also reflects Fortuna’s evolution from a Central European betting operator into a broader regional gambling group. Alongside its flagship Fortuna brand, the company now operates across multiple markets through local brands and acquisitions.
In Croatia, the group maintains a strong presence through Prva Sportska Kladionica (PSK), while in Montenegro it expanded through the acquisition of a majority stake in Lob. Most recently, Fortuna entered Lithuania following the purchase of a 70% stake in leading local operator TOPsport, extending its reach into the Baltic region.
Developed by Fortuna’s in-house creative agency FLO, the campaign centres on storytelling and entertainment-led marketing designed to resonate across different markets while maintaining local relevance.
Pavel Flégl, Head of Brand Experience at FLO, commented: “Our ambition was to return to storytelling that people actually want to watch.
“At the same time, we needed to create a platform that works across markets without losing relevance locally. That balance was the key creative challenge behind the campaign.”
The “Feel the Thrill” platform will be rolled out across Fortuna’s European markets throughout 2026, supporting the group’s objective of building a more consistent brand identity while creating stronger engagement with a broader customer base.
The “Feel the Thrill” platform will be rolled out across Fortuna’s European markets throughout 2026, supporting the group’s objective of building a more consistent brand identity while creating stronger engagement with a broader customer base.
