Poland Gambling market overview: key statistics 2026
Poland’s Gambling market is large, split between a regulated legal segment and a grey market. The latter is exactly where affiliates should look, because a big share of the traffic comes outside licensed channels:
- Total Gambling GGR (online + land-based) in Poland is projected at €4.36 billion in 2026, with online Sports Betting GGR alone estimated at €1.62 billion.
- Legal online turnover is roughly PLN 67 billion, nearly matched by an estimated PLN 65 billion in grey-market (unlicensed) turnover.
- Online share of traffic going to licensed operators is around 75.1% overall — Sports Betting is higher (78-88%), online casino lower (59%), because the casino segment is a state monopoly.
- Around 20 million Poles are estimated to be active gamblers, out of a population of roughly 38 million.
- Average spend per player is estimated at €75-100 per month.
- More than 1.2 million players regularly use unlicensed platforms, and roughly 40% of the online casino segment still runs through unlicensed offshore operators because of the state monopoly.
What is RichAds?
Ad network for telegram ads,
high quality push and popunder ads,
domain redirect, native and display traffic source,
buy push ads at $0.005 (CPC), pop ads at $0.5 (CPM),
domain ads costs start from $1.5 (CPM), native ads — from $0.001 (CPC),
ad network offers large volumes of traffic in more than 200 geos from Tier 3 to Tier 1.
Legality of Gambling advertising: Poland laws
Poland has one of the more complicated Gambling frameworks in Europe. All gambling and gaming activities are regulated by Poland’s Gambling Act, which the Ministry of Finance enforces. It covers three important things for affiliates:
- Online casino is a state monopoly. Since a 2017 reform, the state-owned operator Totalizator Sportowy holds exclusive rights to online casino games, slot machines, and e-instant lotteries. Private companies cannot legally offer an online casino in Poland.
- Fixed-odds Sports Betting is open to licensed private operators. A sports betting operator needs a six-year, non-transferable license from the Ministry of Finance’s Gaming Market Regulation and Gambling Tax Department. Total licensing costs run around €175,000. Companies like STS, Superbet, Fortuna, Betclic, and LV BET already hold Ministry of Finance permits and can legally accept bets from Polish players.
- Advertising rules are strict. Under the Gambling Act, advertising is generally banned for casino games, slot machines, card games, and dice games, because they are legally restricted to the state monopoly. Licensed Sports Betting can be advertised, but the ad cannot associate betting with relaxation, professional or financial success, and it cannot target or feature minors.
In 2026, Poland’s parliament, the Sejm, approved a bill that introduced criminal penalties of three months to five years in prison for promoting illegal (unlicensed) Gambling. It was signed into law by President Karol Nawrocki on 17 July 2026. The new regulations cover anyone in the promotional chain, including affiliates.
Furthermore, the Ministry of Finance keeps a public Register of Illegal Gambling Domains (hazard.mf.gov.pl). Any domain on this list gets blocked at the ISP level, and payment providers are required to block transactions to it.
Poland is clearly tightening enforcement, so affiliates should stick to licensed Sports Betting brands and internationally licensed iGaming operators that legally accept Polish traffic.
Audience & demographics: who builds Poland’s iGaming traffic
To run Gambling and Betting ads in Poland successfully, you need to know precisely who you’re targeting.
The main factors to consider:
- Gender split: 53% male, 47% female. Gambling in Poland is not a niche male hobby — nearly half the audience is women.
- The 25-44 group is the core demographic. Age breakdown: 15-24 (25%), 25-44 (45%), 45-54 (20%), 55+ (10%).
- Mobile traffic dominates. 60%+ of play happens on mobile devices.
- Traditional Sports Betting leads at 55%, followed by live casino (45%) and slots or other instant-win games (40%). Football is the national obsession.
- BLIK, Poland’s popular instant mobile payment method, is used by roughly 80% of bettors. Mentioning BLIK support on a landing page builds instant trust with local players.
- Most sports bettors and casino players play to earn. The adrenaline of a live bet, the excitement, and the thrill of winning, regardless of the amount, rank second in motivation.
- Around 40% of players combine sports betting and casino games on the same platform, and 55% specifically look for live-dealer and interactive features.
In short: target mobile-first, lead with money, winning, and excitement angles, and mention local payment options.
What is RichAds?
Ad network for telegram ads,
high quality push and popunder ads,
domain redirect, native and display traffic source,
buy push ads at $0.005 (CPC), pop ads at $0.5 (CPM),
domain ads costs start from $1.5 (CPM), native ads — from $0.001 (CPC),
ad network offers large volumes of traffic in more than 200 geos from Tier 3 to Tier 1.
Popular brands for Gambling advertising in Poland
As you already know, online casinos are subject to a state monopoly, so your top options are Sports Betting affiliate programs and international operators that support Poland’s iGaming traffic.
Blask’s brand-tracking data for Poland names 5 top brands:
| Brand | Type | Share of consumer interest |
| NV Casino | Offshore online casino | 27.8% |
| Total Casino | State-monopoly online casino (licensed) | 17.5% |
| Vulkan Vegas | Offshore online casino | 17.0% |
| STSbet | Licensed sports betting | 10.0% |
| Betclic | Licensed sports betting | 5.5% |
Two of the five most-followed brands in Poland — NV Casino and Vulkan Vegas — are offshore online casinos with no Polish license. They clearly generate real consumer interest, but advertising them to the Polish audience is exactly the activity the Ministry of Finance blocks.
If you’re looking for licensed operators, consider:
- STS (STSbet) — one of Poland’s largest licensed sportsbooks. It’s the market leader, with strong domestic followings built on Polish football sponsorships.
- Betclic — a growing licensed sports betting brand in Poland, with fast month-over-month growth.
- Fortuna Entertainment Group and LV BET — established licensed operators active in both land-based and online sports betting.
- Total Casino — the only legal online casino brand in the country. But as covered above, no advertising exception is carved out for casino-style games, including the monopoly’s own product.
If you’re picking offers, check each brand’s licensing status and whether the Gambling affiliate program explicitly accepts Polish traffic. Legally, you can’t run casino ads in Poland. The only Gambling advertising Poland’s government allows is Sports Betting, so focus on sportsbooks.
Top traffic sources for Gambling ads in Poland
Poland has strict rules for Gambling advertising, and if you run Gambling ads on Google or Meta, the situation becomes even harder. These platforms heavily restrict Gambling.
That’s why most affiliates look for specialized Gambling ad networks like RichAds. The platform offers high-volume, gambling-friendly formats, including popunders, direct click ads, push ads, and pre-roll video ads.
| Format | Traffic volume | Starting price | Best for |
|---|---|---|---|
| Push notifications | 7.21M | $0.005 CPC | Cheap, fast testing on an opted-in, already-engaged audience |
| Popunder | 173K | $0.5 CPM | High volume at low cost, no creative work needed |
| Direct click (domain redirect) | 549K | $1.5 CPM | Highest intent — users already typing gambling-related URLs |
| Pre-roll video | 1M | $0.05 CPM | Guaranteed visibility, good for bonus and brand awareness campaigns |
- Push ads show as alert-style notifications to users who’ve already opted in, so engagement is genuinely active. Plus, they bypass ad blockers. Push traffic is cheap ($0.03 CPC in Poland), so it’s usually the best way to test a new offer before scaling.
- Popunder ads open a full landing page behind the active browser tab. They deliver high traffic volume for very little spend and require no creative work — you only need a solid landing page. Popunder traffic is a good fit for Gambling’s impulse-driven offers and costs around $1.03 CPM in Poland on RichAds.
- Direct click ads (domain redirect or domain parking traffic) send users who mistyped a URL or searched for something Gambling-related straight to your offer. Because these users already have intent, this format can convert up to 10 times better than pop traffic. But the CPM is higher — it averages $10.45 in Poland.
- Pre-roll video ads play before other video content, so they get near-100% visibility. The minimum cost is only $0.05 per thousand impressions at RichAds, while video ads deliver high CTR and build strong brand recognition.
To understand video ads’ efficiency, check out our real-life Betting case on pre-roll ads. RichAds ran a 30-day pre-roll video campaign for a Betting brand in Indonesia. The client wanted to grow reach aggressively while keeping the cost per deposit predictable and low.
As a result, the testing drove 165M+ impressions, 9,000 registrations, and 468 deposits at $53 per deposit. The high CTR of 4.6% at just $0.0033 eCPC is proof that mobile app video ads can scale volume aggressively without sacrificing quality in competitive verticals.
What is RichAds?
Ad network for telegram ads,
high quality push and popunder ads,
domain redirect, native and display traffic source,
buy push ads at $0.005 (CPC), pop ads at $0.5 (CPM),
domain ads costs start from $1.5 (CPM), native ads — from $0.001 (CPC),
ad network offers large volumes of traffic in more than 200 geos from Tier 3 to Tier 1.
High-converting creatives for Betting and Casino ads in Poland
Once you know your traffic source and audience, the creative is what earns the click and the deposit. To win Poland’s iGaming traffic, your creatives and landing pages must follow several rules.
Visual tips for Gambling ads in Poland
- Use bright, saturated colors that signal excitement.
- Show happy, relatable winners and recognizable slot or casino imagery.
- Localize visuals with Polish elements: the zloty (PLN) symbol, the Polish national football team, and cultural references.
- Keep the layout neat — the message should be understandable at a glance.
Text tips for casino and Betting ads in Poland
- Write in Polish.
- Use concrete numbers instead of vague claims.
- Mention local payment methods.
- Keep text short — use simple sentences and easy-to-digest phrases.
Top ad format combinations for Gambling
Multi-format campaigns give you a competitive advantage in a heavily restricted vertical like Gambling. Formats reach different audiences in different contexts, so combining them adds more traffic and leads to higher profits.
Follow this workflow:
1. Start with push ads
Push ads provide the cheapest, fastest way to test a new offer and geo. Push audiences are opted-in, so engagement is genuinely active. Use them to validate an offer before scaling.
2. Push + Pop
Push confirms the offer converts, then popunder adds cheap, high-volume traffic on top. It’s the best combo for broadening reach early in a campaign, before you have enough data to justify pricier formats.
3. Push + Direct Click
Once your push and pop campaigns are stable and you know your CPA, direct click is the natural next test. You don’t need any creatives, and setup is nearly identical to pop, so you can quickly launch and drive high-quality traffic to your offer.
4. Push + Pre-roll
Once the push funnel is confirmed to convert, pre-roll brings a more engaged, higher-intent video audience at relatively low CPM. This combo works best for scaling, not initial testing.
5. Popunder + Pre-roll
The single most effective and popular Gambling ad combination. These formats don’t compete for the same clicks, while both ensure high traffic volume at low prices. Add pre-roll video ads once your popunder campaign delivers consistent results.
6. Full stack: Push + Pop + Direct Click + Pre-roll
The full ad formats mix maximizes reach. Each format captures a distinct traffic segment, increasing total conversions and ROI.
We recommend scaling one format at a time to ensure you have a strong working base. Advertising a Gambling business is already challenging, and it’ll be too hard to optimize everything at once, so don’t jump straight to the full-stack.
What is RichAds?
Ad network for telegram ads,
high quality push and popunder ads,
domain redirect, native and display traffic source,
buy push ads at $0.005 (CPC), pop ads at $0.5 (CPM),
domain ads costs start from $1.5 (CPM), native ads — from $0.001 (CPC),
ad network offers large volumes of traffic in more than 200 geos from Tier 3 to Tier 1.
How to promote Gambling in Poland: tips for affiliates
Poland is a complicated market, but profitable. To help you conquer it, we’ve pulled a list of practical tips for running and scaling Gambling ads in Poland:
- Go mobile-first. With 60%+ of Polish players on mobile, design your creatives for mobile traffic first, then add desktop as a secondary segment.
- Set up proper tracking. With an S2S postback tracker (Voluum, Keitaro, BeMob, RedTrack, etc.), you can see real performance by source, device, and GEO and cut losing traffic quickly.
- Start small, validate fast. Launch on push ads first since they’re cheap, and monitor metrics closely to see which angle converts.
- Combine ad formats. Push to test, pop to scale reach cheaply, direct click once your numbers are stable, pre-roll video to scale further. Stacking formats spreads risk rather than betting everything on a single channel.
- Test 5-10 creative variants per campaign. Try different angles, headlines, and CTAs to find the winning combo.
- Time Betting campaigns around football and major sports events. Check out Ekstraklasa matches, national team games, and European tournaments to catch betting interest at its peak.
- Mention local payment methods. Add BLIK to your landing pages, as it’s the dominant payment method for Polish gamblers and bettors.
- Use automation tools. The RichAds ad network offers many advanced optimization features, such as Performance Mode, Automated Rules, Optimizer, and Target CPA, that can help you keep budgets focused on converting sources without constant manual monitoring.
- Recheck compliance regularly. Given the recent law on criminal penalties for promoting illegal Gambling, re-verify your offers and creatives every few months to ensure you’re staying out of trouble.
Conclusion
Poland is a large, mobile-first Gambling market with a genuinely engaged audience, motivated by the chance to win money and feel the excitement of the game. However, the legal structure is not that easy, and affiliates must treat compliance as part of the strategy to succeed.
The best plan is to pick verified, Poland-accepting offers and run Gambling ads on a specialized performance network like RichAds. With high-converting traffic sources, Premium targeting, advanced optimization tools, and expert manager support, Gambling advertising in Poland is bound to be profitable.
What is RichAds?
Ad network for telegram ads,
high quality push and popunder ads,
domain redirect, native and display traffic source,
buy push ads at $0.005 (CPC), pop ads at $0.5 (CPM),
domain ads costs start from $1.5 (CPM), native ads — from $0.001 (CPC),
ad network offers large volumes of traffic in more than 200 geos from Tier 3 to Tier 1.
FAQ on promoting Gambling in Poland
Yes, but only within strict limits. Under the Gambling Act, licensed Sports Betting can be advertised as long as the ad doesn’t target minors or associate betting with relaxation or financial/professional success.
Online casino ads in Poland are restricted because casinos are under a state monopoly run by Totalizator Sportowy.
According to the RichAds ad network guide, only licensed fixed-odds sports betting can be advertised in Poland by private operators. Online casino games, slot machines, and card/dice games cannot be advertised by private companies because they fall under the state monopoly. Promotional lotteries face no explicit advertising ban.
Not really. Because online casinos are a state monopoly, private/offshore casino brands operate in a legal grey area for Polish traffic. But in 2026, Poland’s government increased regulatory pressure by making some Gambling advertising options a criminal offense.
According to the RichAds ad network statistics, the best formats for Gambling ads in Poland are popunders, direct click traffic, push, and pre-roll video ads.
Violations of advertising rules fall under the Penal Fiscal Code. Separately, the new law includes criminal penalties of three months to five years in prison specifically for promoting illegal, unlicensed Gambling. The Ministry of Finance also maintains a public domain register that gets unlicensed gambling sites blocked at the ISP level.
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