Cherry launches Polish market betting brand PZBuk

Gaming operator Cherry Online Polska, a subsidiary of Cherry AB, has launched PZBuk, a new sports betting brand in the Polish market. The name can be translated as “The Polish Bookmaker”, in line with the names of major Polish sports associations.

Lahcene Merzoug, CEO of ComeOn, a Maltese company that Cherry AB acquired back in 2016, said of the launch: “Our Polish sports betting licence allows us to launch one of the first brands in the Polish gaming market. At the site, we can offer our online services, which are in complete compliance with Polish regulations.

“PZBuk will be a brand that we fill with exciting and intuitively simple content and will be a good addition to the Polish market.”, short for Polskie Zakłady Bukmacherskie, offers sports betting both pre-match and in-play, and is specifically designed for Polish customers. Cherry Online Polska is the ninth operator to be licensed in the Polish market, and one of three companies to receive a licence following the introduction of the current regulations on 1 April 2017.

Poland is considered a tough and restrictive jurisdiction for industry incumbents, with the government attaching a 12% turnover tax on wagering. This has lead to bookmakers William Hill, bet365 and Energybet withdrawing from the market.

The Cherry AB affiliate programme has operated under the name of ComeOn! Connect after the merger of Cherry Affiliates and Earn Affiliates earlier this year.

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