STS Group is a capital group headed by STS Holding SA. STS Group is a leading sports betting company in Poland, with nearly 25 years of experience on Polish market and a 46% market share as of 2020 (in terms of turnover, based on STS S.A.’s estimate of the Ministry of Finance data). Since 2019, the Group has been increasing its international presence and currently provides services for approximately 2 million customers in Poland and in Europe.
The portfolio of the Group’s services includes sportsbook, virtual sports, live dealer games and a wide range of eSports betting. Currently, the Group’s business growth efforts are focused particularly on further expansion of its footprint through its mobile services, which are already the largest sales channel contributing 69.4% of the Group’s revenue in 2020.
Strategy of the Group:
The Group employs a mobile-first strategy, driven by first-class proprietary technology and supported by retail operations. The key driver of the Group’s rapid growth is the focus on product and platform development, technological innovations, data analytics, mobile tools, marketing solutions, business intelligence and customer care. The Group increased its NGR from about PLN 352 million in 2018 to about PLN 426 million in 2020 (10.0% CAGR).
Being a front-runner in the industry, the Group is successfully growing its online business, which was responsible for about 80% of the Group’s NGR in 2020. The Group’s mobile services are available via mobile applications for Android, iOS and Huawei devices.
To address customer needs and industry trends, the Group continues to expand its product offering, including live and eSports betting, which the Group considers promising key growth areas. The Group employs advanced sportsbook solutions such as BetGames – proprietary live dealer games with exclusive odds allowing customers to bet on poker, war games and baccarat, BetBooster – an AI-driven automated sports insight feed, and a 24/7 virtual sports offering, available both in online and retail channels. BetGames is the global market leader in the segment of live dealer games. The Group is the exclusive provider of BetGames and BetBooster games in Poland, based on long-term contracts with their providers.
The most trusted brand:
The Group has become the largest and, in the Management Board’s view, most recognizable and trusted bookmaking brand in Poland, which is confirmed, among others, by high recognition of the STS brand according to an SW Research report from 2021, according to which 45% of respondents indicated the STS brand as their first association with the bookmaking industry. The Group’s brand recognition is supported by key sponsoring arrangements. STS is actively involved in supporting Polish sport, being the largest private entity on the domestic sponsorship market. The company is the official sponsor of the Polish national football team, the sponsor of Raków Częstochowa, Jagiellonia Białystok as well as the official sponsor of Widzew Łódź, Zagłębie Lubin, Korona Kielce, GKS Katowice, Podbeskidzie Bielsko-Biała and other sports clubs and associations. STS is also committed to supporting eSports.
The Group adopts a data driven approach when creating and marketing its products. Such approach drives customer acquisition and retention and allows the Group to optimize marketing expenses based on real time data. It also allows the Group to provide customers with a personalized experience supported by one of the best-in-class, in the Management Board’s view, customer support and services complementing its product offering. Complementary services include the Group’s in-house payment system, STSpay, allowing for quick withdrawals of funds by customers round the clock, and STS TV allowing its active customers to watch live and free of charge over 5,000 sporting events every month on the Internet, including football, tennis, basketball, table tennis, volleyball, handball, speedway, baseball, ice hockey and darts.
The Group aims to maintain its market leader position in terms of market share in Poland. The Group also aims to maintain the position of a front-runner, which the Management Board believes the Group occupies, with respect to customer experience and innovation in the gaming industry. The Group also intends to maintain the status which, the Management Board believes, it has as the platform of choice for sports fan engagement. The Group also plans further expansion to selected international markets.
Currently, the Group has over 1,500 employees, more than 400 retail betting stores in Poland and four offices located in Katowice (headquarters), Warsaw, Prague and Malta. The Group’s established young (average age: 33) and dynamic team with the average employment time of 6.5 years is managed by experienced executive personnel, including members of the Management Board, each with over 15 years of experience in the gaming industry. The Group believes such team structure allows it to create an innovative work environment that swiftly reacts to market needs and challenges.