Totalizator Sportowy, Poland’s state-owned gambling operator, said it is preparing a new strategy with a stronger emphasis on the “digital player,” as its current strategy runs through 2026. CEO Beata Stelmach described the company’s shift toward digital channels and the need to define its future direction given both the opportunities and risks of the online environment. The company reported that online channels now generate more than 60% of its revenues, with close to two million registered users, which it attributes largely to the performance of its online casino and increased participation from young adults.
A central theme cited for the next strategy is omnichannel execution, with an objective to recognize and serve customers consistently across retail and online, for example whether purchasing in a convenience outlet or playing online casino products. Totalizator also highlighted ongoing technology investment of more than PLN 300 million annually, including approximately PLN 100 million in capital expenditures for infrastructure and systems and PLN 150 million in technology-related operating costs, and said it is using machine learning and AI both to enhance offerings and to monitor safety, including identifying potentially risky behaviors and supporting responsible play.
