BETBY inks partnership with Lebull to scale sportsbook operations in Poland

BETBY has signed a partnership with Lebull to expand in the regulated Polish market, the companies confirmed on 14 October 2026. Under the agreement Lebull will retain its existing front-end while integrating BETBY’s sportsbook and accessing the supplier’s managed trading services, AI tools and content including Betby Games.

Deal terms and immediate scope of the partnership

The agreement, announced on 14 October 2026, gives Lebull access to BETBY’s sportsbook catalogue and operational support while allowing Lebull to continue using its current customer-facing interface. BETBY described the arrangement as a flexible integration that runs the sportsbook in the background and preserves the player experience on Lebull’s front-end.

The partnership covers three principal components:

• sportsbook integration using BETBY’s selection of sports events and markets;

• managed trading services with a dedicated trading desk and 24/7 risk management; and

• access to BETBY’s proprietary esports portfolio, Betby Games, which comprises over 40 titles.

How the integration will work for Lebull

Lebull will not replace its front-end; the integration model is layered so that BETBY’s back-office, pricing and market feeds operate behind Lebull’s existing site. The supplier says this flexible approach lets operators keep a familiar player interface while upgrading the capabilities behind it. That preserves continuity for customers and reduces the need for a wholesale relaunch of the Lebull brand.

Lebull’s CEO, Konrad Łabudek, said the priority was to keep a consistent player experience while strengthening the product and operations. He said the partnership will help develop the Lebull sportsbook and strengthen the operator’s position in Poland.

Managed trading, risk and AI-driven support

BETBY emphasised the managed trading element as a core reason for the tie-up. Stefanos Karakidis, director of business development at BETBY, framed the managed trading services as extending “well beyond the technology itself.” He highlighted the supplier’s dedicated trading team, 24/7 risk management, AI-driven solutions and operational expertise as the support Lebull will receive.

Those services typically include live pricing, risk monitoring, liability management and incident response at scale. The supplier positions its trading desk as a continuous operational layer that sits alongside the client’s customer journey rather than inside the front-end interface.

Product and content access: Betby Games and sportsbook depth

Lebull will gain access to BETBY’s broader betting content, which the supplier markets as extensive in both selection of sports and depth of markets. The esports component is a named asset: Betby Games, described as BETBY’s proprietary, award-winning esports solution, includes more than 40 titles and mixes internationally recognised concepts with locally tailored games.

Konrad Łabudek highlighted the depth and quality of that content as a reason the partnership will allow Lebull to deliver a differentiated offering to players in Poland.

Strategic rationale and market positioning in Poland

The partnership underpins BETBY’s campaign to strengthen its presence in the regulated Polish sector. For Lebull, the tie-up is framed as a way to boost sportsbook capabilities without disrupting the player-facing experience. Both companies emphasised the regulated nature of the market and the need to combine product quality with operational safeguards such as continuous risk management.

BETBY positioned the deal as an example of its ability to support operators through different integration models — from full front-to-back replacements to layered or white‑label-friendly approaches that leave a client’s front-end intact. The supplier said adding Lebull to its partner network reflects its intention to build a significant footprint in Poland and to pursue expansion across regulated jurisdictions.

What operators and platform vendors should read from the deal

The arrangement highlights three practical points for operators considering third-party sportsbook technology in regulated markets:

1. flexible integration is commercially attractive when an operator wants to preserve brand and UX continuity;

2. managed trading and 24/7 risk teams are core deliverables buyers now seek alongside feed and market depth;

3. proprietary content packages, including esports libraries, are increasingly negotiated as part of platform deals rather than supplied separately.

For suppliers, the deal underlines that operators in regulated markets will assess both product capability and operational support — not one without the other.

Quotes from the principals

"The partnership with Lebull marks a significant milestone for BETBY and highlights the versatility of our sportsbook technology," said Stefanos Karakidis, director of business development at BETBY. "We are delighted to support such an important part of the betting operation of a well-established and respected brand within the industry."

"For us, maintaining a familiar and consistent player experience was a key priority, while also strengthening the quality and capabilities behind our sportsbook," said Konrad Łabudek, CEO at Lebull. "BETBY gives us both, combining a high-quality product with advanced features, flexible functionalities and strong operational expertise across trading and risk management."

Further reading for product and compliance teams

Platform teams evaluating a similar model should map dependencies across front-end, pricing feeds and trading operations before beginning integration work. Commercial teams will need to negotiate content access — including Betby Games — and the scope of managed trading services. For technical readers, BETBY’s description of a layered integration model is relevant to product roadmaps and migration planning.

The partnership also touches on adjacent company functions: commercial, product, compliance and operations will all be involved in implementing the integration and running the ongoing trading relationship.