Superbet at the forefront of M&A and the fight against illegal operators

In an interview with SBC News, Adam Lamentowicz discusses Superbet’s role in the fight against illegal operators.

In Europe, the gambling industry is evolving rapidly under the combined effect of mergers and acquisitions, tighter regulations and a persistent threat: illegal operators. Superbet, a major player in the sector, is acting as a bulwark against the black market while consolidating its growth through a clear and responsible strategy. Adam Lamentowicz, Chief Commercial Officer of Superbet CEE, spoke about this in his interview with SBC News.

The CEE, the new centre of gravity for the gaming sector

Central and Eastern Europe (CEE) is emerging as a strategic hub for the gambling industry. Driven by sustained economic growth and maturing local demand, the region is attracting the attention of major global operators. But this attractiveness comes with major challenges: market consolidation, tighter regulations and a worrying rise in illegal operators.

In this tense context, Superbet, the parent company of Napoleon Games, is establishing itself as a key player. Founded in Romania, the group is pursuing a strategy that combines organic growth, targeted acquisitions and close cooperation with local authorities. This resolutely proactive approach is enabling it to grow while helping to clean up the sector.

Towards a consolidated and more competitive market

‘One of the major developments in 2025 is the wave of mergers and acquisitions that is restructuring our industry,’ observes Adam Lamentowicz. 

The online gaming landscape is changing before our eyes, with operators seeking to establish themselves internationally or secure cutting-edge technologies through acquisitions.

Superbet is no exception. Building on its dominant position in Romania and Poland, the operator has expanded its activities to Belgium and Serbia, demonstrating its ability to quickly integrate new markets. These moves are not opportunistic. They respond to a clear logic of sustainable and regulated growth, based on local licences and solid infrastructure.

Beyond the economic challenges, this consolidation also helps to block non-compliant players. 

‘By strengthening our presence and transparency, we are making it more difficult for illegal operators to establish themselves,’ adds Lamentowicz.

Regulation: an ally of the authorities rather than an adversary

Another reason why the EEC is so attractive is that many countries in the region have begun to modernise their legislative frameworks. From Poland to Romania, via the Czech Republic and Slovakia, governments are stepping up initiatives to regulate advertising, protect players and increase tax revenues from the sector.

For compliant operators, this creates a more stable and predictable environment. Superbet has taken advantage of this development by becoming a trusted partner for regulators. The company is an active member of several influential professional associations, including FedBet in Romania and PIGBRiB in Poland. These structures facilitate dialogue with the authorities and enable the development of shared standards.

‘Regulators are increasingly understanding that strong and transparent operators can be allies in the fight against black market abuses,’ says Lamentowicz. 

The publication in 2025 of Superbet’s first sustainability report as part of the EGBA (European Betting & Gaming Association) confirms this commitment to aligning responsibility, transparency and growth.

The black market, a persistent threat

However, regulatory progress is not enough to curb a worrying phenomenon: the rise of illegal operators. These operators take advantage of the restrictions imposed on licensed operators (advertising limitations, verification requirements, etc.) to attack markets with aggressive methods: unregulated advertising campaigns, massive bonuses, targeting vulnerable players.

According to Lamentowicz, this situation creates a serious distortion of competition. 

‘While legitimate operators comply with strict frameworks, illegal platforms exploit these same rules to gain ground, often to the detriment of the most vulnerable players.’

To combat this scourge, Superbet is focusing on education, transparency and institutional collaboration. Its local teams run awareness campaigns and work hand in hand with the authorities to detect and report fraudulent activities. In several countries, the group supports the implementation of blacklists and campaigns for the strengthening of IP blocking mechanisms and payments to illegal sites.

New standards

An operator’s legitimacy is no longer measured solely by its profitability. It also depends on criteria such as compliance, data security and social responsibility. Superbet has made this a strategic priority.

From a technical standpoint, this involves advanced identity verification systems, responsible gaming monitoring tools and rigorous user data protection. From an organisational point of view, the company has put in place strong governance, capable of responding quickly to regulatory changes and the expectations of regulators.Membership of the EGBA in 2024 and participation in the 2025 sustainability report illustrate the rise of a virtuous model, where economic growth goes hand in hand with compliance with rules and social commitment.