Poland is a country in Central Europe with a population of just over 37.75 million. The capital of the country is Warsaw, and the only official language is Polish.
Until the end of the 20th century, the country was part of the socialist bloc of nations led by the USSR, and this undoubtedly left a significant mark on the country’s history in general and on its gambling business in particular. Gambling in Poland has come a long way before this type of business was legalized. It all started back in 1768 when a parliamentary act defined the specifics of taxation for ordinary lotteries. The lottery itself took place twice a month in Krasinski Square and each time gathered a huge crowd eager to win.
In 1920, the first gambling house was opened in Sopot. The staff consisted of former military personnel, the hall had just a couple of tables and roulette. A few years later, the establishment grew significantly, it brought in substantial money for its owners, and even more for the city treasury. The official opening eventually took place only in 1931: a small hotel with 25 rooms was built over the casino, and the casino’s interior was decorated with the most expensive crystal, bronze, and sea water flowed from the taps in the bathrooms. This casino was visited by King Alfonso XVIII of Spain, Greta Garbo, Erich Bochard and many others. And this whole celebration of life continued right up until World War II. Until 1990, gambling left Poland in all its forms.
Afterwards, a casino was opened in the well-known Accor hotel, but that was a different story. Today, there are 49 land-based casinos operating in the country. Approximately a million guests visit these establishments annually.
Online gambling in the country is regulated by the Ministry of Finance. Officially, only 4 companies can operate in the Polish market, but it is worth noting that the choice of games they offer is not wide, which is why there is a gray market. In 2017, the Polish Ministry of Finance published data according to which only 9% of users play on legal sites, while it also gives data according to which the total amount of winnings of all players: on legal and illegal sites, amounts to almost 6 million euros.
Despite all the prohibitions, citizens gamble online. To send and receive money, they use gray operators based abroad.
Why do we choose Poles as the ideal audience for promotion?
When a well-known Polish professor of psychiatry was asked to make a psychological portrait of the Poles, he replied that they are “fancy, have a wild imagination, selfless, persistent, and reckless in periods of success”. These are exactly the kind of people we need – those who can be attracted by intense emotions, success, and impressions.
The head of the family is the man. Polish women are very conservative, with the most important values for them being family, children. Men, on the other hand, value work, friends more. And so they are our main target audience.
According to data from February 2023, the average salary in Poland was just over 4,600 zlotys, which is almost $1,400, so Poles are more than a solvent audience.
Regarding the Internet in Poland, the situation is as follows: 65% of the population are users of the network, with 72% of them going online every day, of which 83% use the Internet specifically from mobile phones.
Among social networks, it is necessary to highlight:
- Facebook – the most popular social network in Poland. Poles communicate here.
- Snapchat – this platform has gathered an incredible number of fans specifically in Poland.
- Instagram – always in the top three, and Poland is no exception.
- YouTube – enjoys great popularity among the population, and Poles like to both watch blogs and channels, and shoot videos themselves.
- And closing the top five leaders – Twitter.
What creatives work?
I would not say that the principles of creating creatives in Poland differ significantly from other countries. In terms of teasers/banners/posts and other promos (pre-landers are not discussed here, there you really need to bother with persuasion and think through a strategy on how to collect the maximum data about traffic: emails, retargeting). As I wrote earlier in our other posts, in the ads themselves, you just need to observe a number of restrictions and not do what will attract 100% of the unnecessary target audience.
Do not promise quick money, do not use words like free (deposit, for example), exclude earnings on the Internet and others with similar messages – all this attracts the wrong target audience.
Do not use deposit amounts in creatives and do not write motivating phrases – all this can lead to your traffic being rejected.
Otherwise, you can experiment with approaches in creating creatives. Carefully read the terms of the offer and go for it)
Among the examples of creatives, you can show emotions from winning, excitement, happiness, and drive. We remember that our target audience is people with wealth who want to have a good time)
Here are a few screenshots of creatives for a general understanding:
What do we offer to pour into Poland?
BruceBet— https://my.gambling.pro/offers/5470
+ Payment for mindep — 25 PLN
+ Registration in 2 fields + social reg
+ Lends – reg/wheel.
+ Languages – en/de/pl/de/fi/zh
+ Payment systems – ok.
+ Shooting postbacks – instantly.
Mr.bet. https://my.gambling.pro/offers/4801?
+ Payment for mindep — 50 PLN
+ Registration in 2 fields
+ Lends – reg/wheel.
+ Languages – en/de/pl/de/fi/zh
+ Payment systems – ok.
+ Shooting postbacks – instantly.
Hit’n’Spin. https://my.gambling.pro/offers/5329?
+ Payment for mindep — 50 PLN
+ Registration in 2 fields + social reg
+ Lends – reg/wheel/bonus/home
+ Languages – en/de/pl/de/fi/zh
+ Payment systems – ok.
+ Shooting postbacks – instantly.
Shall we sum up?)
Today we got acquainted with such a wonderful country as Poland. We studied its population and figured out its values. We have established that Poland is a GEO with a good level of income of the population, and there are enough solvent users there. Therefore, using the examples of creatives that were shown today, try and test this GEO. I have attached a list of offers for Poland, but these are not all the offers we have for you, write to our managers and we will help you choose an offer and your first launch! Follow our blog to be aware of all the latest news and insights about Gambling.pro
Wishing everyone a high ROI, colleagues!
