How to promote gambling in Poland: GEO review and case studies from JimPartners

Every year, working with gambling becomes more difficult for media buyers. This is especially true for Tier-3 countries, where legislation is only now beginning to adapt to online casinos. As a result, seemingly stable and top regions such as Brazil and India are significantly declining.

In contrast, the situation in Tier-1 and Tier-2 countries is more stable. The state understands what online casinos are and how to work with them. Of course, this is not a panacea. However, today we are reviewing just such a GEO. 

Why is Poland one of the most stable markets for gambling, what approaches are relevant there, and how much can you earn? AFFHUB Media will tell you all about it today, together with JimPartners. Let’s get started! 

Overview and target audience of Poland

First, here is some general technical information that will definitely come in handy. The national language of Poland is Polish. Many people in the country also speak English fluently. And considering the number of immigrants, Russian and Ukrainian are also spoken. However, if you are targeting Poles, who, by the way, are more affluent, it is better to use the Polish language. 

As of 2024, 36.5 million people officially live in Poland. However, unofficially, this figure may be significantly higher, in particular due to the large number of refugees already mentioned. Most people live in large cities — Warsaw (1.9 million), Krakow (900,000+), Lodz (700,000+), Wroclaw (650,000+), Gdansk (600,000+), Poznan (550,000+), Gdynia (300,000+).

The internet in Poland, as in the rest of the European Union, is quite expensive, but at the same time it is of high quality. The majority of the population has access to it. Mobile traffic accounts for about 70% of the total. 

The euro is used as currency in Poland. However, the official currency in Poland is the zloty (PL), and it is best to use it for creative projects. The exchange rate is relatively stable – the dollar costs 3.6 zlotys. The average salary in Poland is about $1,700, or almost 7,000 zlotys. As everywhere else, the highest salaries are in the IT sector. This also includes doctors, who are in short supply in the country.

Poland, like most Western countries, is predominantly Catholic, which is the main religion in the country. By the way, Poles themselves are extremely religious, so families traditionally go to church on Sundays. Therefore, advertising casinos on Sunday mornings is not the best idea.

What is the situation with gambling in Poland?

As we mentioned earlier, Poland is one of the countries where online gambling is legally regulated. The main law “On Gambling” has been in force in the country since 2009. And although changes are periodically made, the overall situation for media buyers remains unchanged. Therefore, we can confidently say that it is possible to flood Poland with gambling in a stable and profitable way. 

Speaking of profit, in 2021, revenues from the entire gambling industry amounted to PLN 43.4 billion. To put this into perspective, online casinos alone accounted for PLN 18.34 billion, making this niche the most profitable in the entire sector in the country. 

Against this backdrop, experts predict that the online gambling market in the country will only grow. This is facilitated by strict but understandable legislation. And, of course, the attitude of the population towards gambling — Poles actively play and place bets. The main motivation is, first and foremost, the thrill and excitement of winning. 

Poles are also very active in sports betting. The country’s main star is Polish striker Robert Lewandowski of Barcelona. In fact, he is as much of an icon here as Shevchenko is in Ukraine or Maradona in Argentina. Therefore, he can be used in your creative work. 

How to advertise in Poland: tips from JimPartners

JimPartners experts note that in Poland, you can work with most popular sources, including FB, UAC, and in-app. However, given the stability of the GEO, sources such as PPC, ASO, and SEO perform significantly better here. We would like to dwell on the latter in more detail.

SEO is one of the best options for advertising in Poland. The reason is quite simple: this source requires time to promote, and the profit is not immediate. However, in the long run, it wins over FB in terms of both quality and cost. Therefore, it is important to choose stable markets for SEO, one of which is Poland. 

However, it is also important to take into account the competition, which is above average in Poland. If you are just starting out in SEO, it is important to focus on low- and medium-frequency keywords. This is especially true if you have a limited budget.

Here are some proofs from JimPartners partners who work specifically with SEO traffic:

As we can see, Reg2dep statistics reach 57%, which indicates high engagement and activity among Polish players. Therefore, this market is clearly “working.” Speaking of work, JimPartners offers a number of top offers, including SEO (as well as PPC and ASO) for payment models such as CPA, Hybrid, and RevShare. Among the top brands are: 

• Slottyway – ASO – PL – RegForm;
• Magic365 – PPC – PL – RegForm;
• Slottica – SEO – PL – RegForm;
• Slottyway – SEO – PL – RegForm;
• Slottica – ASO – PL – RegForm. 

In addition, JimPartners offers individual terms and closed offers, depending on the quality of traffic and your volumes. Regarding rates and offers, feel free to write to manager Evgeny. After a short interview, he will provide you with all the information.

Instead of conclusions

Poland is a top GEO for media buyers who are focused on stable and high profits. Yes, competition here is above average. However, in the long run, you can earn well here. And the figures from JimPartners partners clearly prove this. So go to the JimPartners website, register, and start earning with the market leaders.