- Companies: BETFAN, Gamblitude
- Markets: Poland
- BETFAN has signed Gamblitude to supply its full data, analytics and predictive modelling suite to the Polish sportsbook.
Gamblitude, the AI-powered intelligence platform built specifically for the iGaming industry, has announced a partnership with BETFAN, one of Poland’s most recognisable sportsbook operators, known for its distinctive brand, bold marketing and appetite for innovation. The agreement covers Gamblitude’s full suite of solutions, including its data and analytics platform and predictive models developed specifically for the betting and gaming industry.
BETFAN has built its position in the highly competitive Polish market through a strong brand and a willingness to do things differently. Today, the company is bringing that same ambition to the development of its product, technology and data capabilities.
Marketing remains one of BETFAN’s core strengths, but the company is increasingly focused on the entire player experience. The principle is simple: the brand sets the expectation, and the product has to deliver on it. BETFAN therefore wants to understand player behaviour faster, measure the impact of its decisions and develop its product based on data rather than intuition alone.
“Over the past few years, we have matured significantly as an organisation. We know what kind of BETFAN we want to build, we have clear objectives and a strong team capable of turning strategy into execution. Marketing has been and will remain one of our greatest strengths, but we believe the best promotion for any brand is a product that players want to come back to.
That is why we are not interested in technology or AI as buzzwords. What matters to us is their real impact on the business – better decisions, faster development and a better player experience. At the scale and pace we are aiming for, data and AI are no longer optional. They are becoming fundamental to our next stage of growth,” said Jakub Świsłowski, Vice President of the Management Board at BETFAN.
Through the partnership, BETFAN will gain access to a dedicated data warehouse, self-service dashboards and reporting, automated monitoring through Insight Radar and Gamblitude’s conversational AI Agent. These capabilities will allow teams across the business to analyse performance independently, identify changes and ask questions in natural language, all based on consistent KPI definitions and with less reliance on technical support for day-to-day analysis.
BETFAN will also use predictive models designed to deepen its understanding of player behaviour and identify emerging changes before they become visible in standard reporting. Model outputs can feed directly into dashboards, segmentation and automated monitoring, connecting an understanding of what is happening today with signals about what is likely to happen next.
“BETFAN has a distinctive identity and the ambition to do things differently, which makes this a particularly exciting partnership for us,” said Wojtek Sznapka, CEO of Gamblitude. “The breadth of the agreement also matters. By combining the analytics platform with predictive models, we can connect everyday reporting with signals about future player behaviour and business performance. We want that combination to become a natural part of how BETFAN works with data every day.”
The decision to partner with Gamblitude reflects BETFAN’s broader approach to growth. The company continues to strengthen its internal product and technology capabilities while working with specialised partners that can complement its expertise and accelerate the delivery of clearly defined business objectives.
Importantly, the partnership was not a top-down technology decision. The teams that will use the platform every day were involved in the selection process and recognised the value it could bring to their respective areas of the business.
“We have a very specific ambition: we want to be the first second-choice sportsbook in Poland. We will not get there through a single project, campaign or implementation. It requires consistency across the entire player experience – from brand and communication to product, technology and data.
That is why it matters to me that our teams believe in this partnership and understand exactly what we want it to achieve. We know our players, our business and the direction we want to take. Gamblitude brings expertise and experience that we want to learn from and build on. We are not adopting technology so that we can talk about technology. We are using it to build a better product, a stronger brand and a bigger business – faster,” added Świsłowski.
The agreement strengthens Gamblitude’s presence in the Polish iGaming market and provides BETFAN with an integrated data, analytics and predictive intelligence environment to support the company’s continued growth.
Editorial Commentary
BETFAN is taking the whole Gamblitude stack, reporting and prediction in one contract, and the teams who will use it helped pick it. That second point is the one to watch. Self-service analytics tends to stall when the intended users were never consulted, and BETFAN has tried to close that gap before rollout. For Gamblitude, a well-known Polish sportsbook is a reference client in a market where licensed operators fight over the same players.
Poland is also getting harder to operate in. The 12% turnover tax is pushing players offshore, and consumer watchdog UOKiK is probing seven Polish bookmakers over dark patterns. Świsłowski wants BETFAN to be the first second-choice sportsbook in the country, which is a retention target. Whether the predictive models flag shifts in player behaviour early enough to act on will decide if the deal delivers. How operators govern model outputs is also drawing regulatory interest, as the MGA’s voluntary AI gaming charter shows.
