Entain CEE Focuses on Local Depth and AI: Ivan Gojic on the Future of Betting

The world of sports betting in Central and Eastern Europe is undergoing a profound transformation. Ivan Gojic, who assumed the role of Chief Strategy Officer at Entain CEE earlier this year in 2026, sees the industry at a turning point. For him, strategy without consistent execution is merely a lifeless presentation. This mindset shapes the course of the company, which holds leading positions with brands like STS in Poland and SuperSport in Croatia. Technology alone is no longer enough to stand out, as competitors increasingly access similar capabilities.

The integration of STS into the SuperSport platform was a major milestone for the group. It was not just about technical aspects like improving app performance and bet slip speed. Instead, organizational change was at the forefront. The challenge was to mold two companies with different histories and ways of working into a single unit without losing their local identity. Gojic follows the principle of building technological capabilities centrally once but configuring them locally to meet the specific needs of customers in Warsaw or Split.

Numbers and facts

A central aspect of the new strategy is radical automation. Gojic advocates for automating processes much more aggressively than most bookmakers do today. He sees human labor best utilized where complex exceptions need evaluation, while machines handle the high volume of standard decisions. In risk management and pricing, models can now explain precisely what is happening, but humans remain crucial when underlying data is incorrect or market structures change fundamentally.

"Strategy without execution is basically PowerPoint. For me, the job is not to define where we want to be in three years. It is to connect that ambition to what Product, Trading, CRM, Technology and Operations actually need to do differently tomorrow." - Ivan Gojic, Chief Strategy Officer at Entain CEE

Background

Entain's announcement of a phased exit from Entain CEE is a topic of discussion in the industry. However, Gojic remains undeterred. For him, teams must not lose control over the product and customer experience just because the ownership structure might change. Stagnation during such phases is the most dangerous scenario, as competitors do not wait. The strategic direction remains clearly focused on growth and efficiency through AI to maintain the lead in core markets.

Why it matters for German players

For German customers betting with legal providers, such technological advancements are often noticeable but strictly regulated. While Entain CEE operates in Poland and Croatia, the rules of the State Treaty on Gambling 2021 apply in Germany. Here, all providers must be on the whitelist of the Gemeinsame Glucksspielbehorde der Lander (GGL). Innovations like AI-supported risk detection can help improve player protection mechanisms in Germany but must always align with the LUGAS system and the strict deposit limit of 1,000 Euro per month. The 1 Euro stake limit per spin for slots or restrictions on live betting also show that technological freedom in Germany finds its limits in legal protection requirements.

What it means for GGL-licensed casinos

German casinos with a GGL license can learn from international developments in automation. Faster bet processing and more efficient risk analysis will benefit the German market in the long run, provided they maintain game integrity. The trend toward localization described by Gojic is also relevant for Germany. Here, operators must tailor their offers to remain attractive despite restrictive advertising and bonus rules. The ability to use technology as an enabler without violating strict German compliance requirements will be decisive for providers on the GGL whitelist to compete against the black market.