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Cherry to launch Polish Sportsbook

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Stockholm-based European online betting group Cherry AB has announced that it will be launching its first betting operation in the Polish market, with the unveiling of sportsbook PZBuk.

Back in July, as part of its interim update, the company revealed that it would be entering the regulated Polish online betting market after successfully applying for a gambling operator license to the Ministry of Finance in Poland. In the weeks since that announcement, the company has been working on establishing a presence in the Polish market, in order to adhere to Polish gambling laws that state any companies holding a licence must have an active presence within the country.

As a result, the Swedish company has created Cherry Online Polska based in Warsaw, and has now announced the launch of its first Polish operation. PZBuk, which translate as ‘the Polish bookmaker’ will be part of the company’s B2C division called Come On, which was set up in 2017.

Complete compliance

Announcing the launch of PZBuk, the CEO of Come On, Lahcene Merzoug, emphasised how closely the new brand would adhere to the relevant regulations:

Our Polish sports betting licence allows us to launch one of the first brands in the Polish gaming market. At the PZBuk.pl site, we can offer our online services, which are in complete compliance with Polish regulations.”

Cherry Online Polska is the ninth betting entity to be awarded a license in Poland since the nation’s gambling laws were overhauled in 2017. The country is regarded as a particularly tough market for betting companies, mainly due to the 12% turnover tax that the government imposed on all betting companies, a development that led to William Hill and Bet365 withdrawing from the country.

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