BETBY signs Lebull Poland deal weeks after market entry
Sportsbook supplier BETBY has struck a second Polish partnership, with Lebull Poland, barely a month after entering the market via Betters, SBC News reports.
BETBY has added a second Polish partner to its roster only weeks after entering the country, extending its push into one of the Central and Eastern Europe region's largest gambling markets, according to SBC News.
The supplier entered Poland in mid-September 2026 through a tie-up with local bookmaker Betters. It has now agreed a deal with Lebull Poland, the Polish arm of Portuguese iGaming group Lebull.
Under the agreement, Lebull.pl will run BETBY's sportsbook product, covering event and market coverage, in-house trading and the Betby Games esports offering. BETBY has described esports as one of its core products and has routinely pointed to it as a revenue driver in quarterly earnings statements.
BETBY said it will also help Lebull adapt content to the preferences of Polish bettors. The supplier believes its esports product can fill gaps between the seasons of major sports such as football, handball and basketball.
Stefanos Karakidis, Director of Business Development at BETBY, said the partnership was "a significant milestone for BETBY" and highlighted "the versatility of our sportsbook technology."
Karakidis said BETBY was "delighted to support such an important part of the betting operation of a well-established and respected brand within the industry."
He added that the managed trading services element of the deal was especially important, pointing to BETBY's dedicated trading team, round-the-clock risk management, AI-driven tools and operational expertise as support that goes beyond the underlying technology.
Konrad Łabudek, CEO at Lebull, said maintaining "a familiar and consistent player experience was a key priority, while also strengthening the quality and capabilities behind our sportsbook."
Łabudek said BETBY delivered both, combining "a high-quality product with advanced features, flexible functionalities and strong operational expertise across trading and risk management."
He also pointed to the depth of BETBY's betting content as giving Lebull more scope to differentiate its offering for Polish players, describing the tie-up as a step toward strengthening the brand's position in the market.