Fortuna Entertainment Group has launched “Feel the Thrill”, a multi-market brand campaign covering the Czech Republic, Slovakia and Poland, in what the group describes as its largest advertising push to date.
Campaign Scope
The platform rolls out progressively from May 2026 across Fortuna’s European markets, extending to Romania and Croatia, where the group operates under the Prva Sportska Kladionica (PSK) brand. The campaign timing aligns with a major international sports event in 2026, a factor that has shaped the emphasis on digital-first execution and YouTube-led content.
“Feel the Thrill” marks a shift in Fortuna’s market approach. The group is moving away from a purely product-led proposition toward storytelling and emotional engagement, with the stated aim of attracting audiences beyond the traditional sports betting demographic. Fortuna says the platform is designed to broaden its customer base while maintaining relevance to core sports fans.
FLO, Fortuna’s in-house creative agency, won the brief following a competitive tender involving four agencies. The pitch ran from July to August 2025. FLO’s proposal centred on a long-term creative framework for scalable execution across regulated markets, with room for local adaptation in each country.
FEG 2.0 Strategy
The campaign sits within Fortuna’s FEG 2.0 transformation programme. Penta Investments, which has owned Fortuna since 2005, backed the strategy in 2025 alongside the appointment of Dieter John as chief executive officer. John had served as chief financial and operations officer before succeeding Victor Corcoran as CEO in January 2025.
FEG 2.0 centres on international market expansion, proprietary technology investment and a unified operating model across retail and online. Brand consistency across jurisdictions is a stated component of that framework, alongside operational integration.
“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.”— Dieter John, CEO, Fortuna Entertainment Group
Expanding Footprint
The campaign launch reflects how far Fortuna has extended its European reach. In 2025, FEG acquired a 51% stake in Lob, Montenegro’s leading operator, following earlier expansion into Croatia through PSK. Those moves brought the group into new Balkan markets and added local operator expertise to its portfolio.
Most recently, Fortuna entered the Baltic region through the acquisition of a 70% stake in TOPsport, Lithuania’s dominant betting operator. TOPsport holds above 50% online market share in Lithuania, operates 54 retail locations nationwide and reported EBITDA of more than €65m in 2025. Penta described the deal as a record investment in its gambling portfolio. The transaction remains subject to regulatory approval from Lithuanian authorities.
Fortuna now operates across eight countries. The “Feel the Thrill” platform is the brand framework expected to carry that full footprint, with the ability to scale across jurisdictions while adapting to local market conditions. That requirement, operational as much as creative, defines what the group is asking of FLO across the campaign.
Creative Approach
FLO centred “Feel the Thrill” on storytelling over product promotion. The brief required a single campaign platform that could run across multiple regulatory environments and adapt to different sports cultures without losing consistency at the group level.
“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.”— Pavel Flégl, Head of Brand Experience, FLO
Fortuna’s expansion across Central and Eastern Europe has proceeded through a mix of organic growth and acquisition. A consistent brand framework that can carry that combined group identity, across different countries and different operators within the portfolio, is now a practical necessity rather than a discretionary marketing exercise.
Source: Fortuna Entertainment Group
