GGBET Expands Strategic Partnership with FC Polissya Zhytomyr in Ukraine

In the face of ongoing regional challenges, GGBET has reaffirmed its commitment to the Ukrainian market by launching a new creative collaboration with FC Polissya Zhytomyr. Known as The Packs Code, the project is designed to promote the club's new kit for the 2026 and 2027 Ukrainian Premier League season. This initiative builds upon a partnership that was originally established in June 2025. It reflects a multi-layered marketing strategy that combines professional sports with deep fan engagement through digital storytelling and lifestyle photography.

The campaign moves beyond traditional betting advertisements by focusing on the personal side of the athletes. Fans can explore stories behind jersey numbers, player superstitions, and various personal anecdotes. This approach is intended to maintain a strong connection with supporters, including those who have been displaced due to the war. FC Polissya Zhytomyr is recognized as one of the most progressive clubs in the country, having recently invested in a new training center and stadium redevelopments in Zhytomyr.

Numbers and facts

The partnership between GGBET and FC Polissya began in June 2025 and has now reached a new phase with the season opening on August 2, as the team faces Chornomorets Odesa. In 2026, GGBET UA also expanded its reach within the Ukrainian sporting landscape by becoming a primary sponsor for both the Ukrainian Basketball Federation and the national 3x3 basketball championship. Serhii Mishchenko, serving as the CEO of GGBET UA, noted that the brand aims to deliver a Good Game experience that transcends simple win-loss results. This philosophy is encapsulated in the Keep it GG campaign, which has been rolled out across television and social media platforms.

Background

The Ukrainian gambling market is currently operating under exceptional circumstances. Regulators are continuously working to clean up the sector by removing unlicensed operators. GGBET's strategy involves using local creative talent for its productions to support the domestic economy. While the brand is famous globally for its eSports expertise, its domestic focus remains heavily on football, which is the most popular sport in Ukraine, followed by boxing and basketball. The company emphasizes that despite the unpredictability of the war-time economy, it remains a fully tax-paying entity supporting the national infrastructure.

"It is difficult to make predictions about the growth of an industry in a country experiencing a full-scale war, as this factor remains highly unpredictable. Nevertheless, GGBET UA continues to operate and pay taxes in Ukraine." - GGBET Spokesperson

Why it matters for German players

For residents in Germany, observing international market activities like GGBET’s in Ukraine provides context on global industry trends, but the legal framework remains strictly national. GGBET does not currently hold a license from the German Federal Gaming Authority (GGL). To ensure legal and safe play, German consumers must use the official GGL Whitelist. Only providers on this list are compliant with the 2021 Interstate Treaty on Gambling. This includes strict limits like the 1,000 Euro monthly deposit cap via the LUGAS system and the 1 Euro maximum stake per spin on virtual slots. Playing at licensed sites ensures that players are part of the OASIS self-exclusion system, providing a safety net that unlicensed international operators may not offer.

What it means for GGL-licensed casinos

Casinos licensed under the GGL can learn from the creative fan-engagement strategies seen in Ukraine, though they must operate within much tighter marketing constraints. In Germany, the separation of sports and gambling marketing is strictly enforced to prevent problem gambling. While emotional storytelling is a powerful tool, GGL-licensed firms must ensure their messaging is socially responsible. The Ukrainian case shows how a brand can become a cultural partner, but in Germany, the emphasis must remain on the integrity of the game and the protection of the player according to the GlüStV 2021 regulations.