Pulse


ONLINE: UKRAINE GREENTUBE


Opher Ben-Zvi, International Key Account and Sales


Manager for Greentube, discusses the need to make an immediate impression on the newly opened market


foothold in Ukraine Gaining an early


last year, it a natural progression towards a thriving, regulated online market. Gambling, across both the land-based sector and online, was prohibited in 2009 and before the ban, NOVOMATIC was the number one supplier to the market.


Opher Ben-Zvi, International Key Account and Sales Manager, Greentube


What is your role in Greentube's operations?


My role revolves around introducing classic, well-known land-based games to a new audience of online casino operators around the world. I am also responsible for showcasing Greentube’s new state of the art ‘classics in the making’ – otherwise known as the newer and innovative content produced by our in-house studios.


After more than a decade of prohibition and black-market operations, all eyes are currently on Ukraine. How closely have you been monitoring the situation in Ukraine over recent years? Was it always a question of when, not if, the gambling market would be legalised once more?


Ukraine has historically benefited from a strong, well-established local gambling industry and with new regulation in place as of


P100 WIRE / PULSE / INSIGHT / REPORTS


With our games being increasingly popular and recognisable across a range of CIS markets, naturally it is encouraging that progress is being made and more countries are moving towards regulating their online gaming industry. Of these regulated markets, Ukraine is the largest in the region and as such, it naturally has the highest expectations for market growth.


How competitive is the market already and how competitive do you anticipate it becoming?


Ukraine had a strong offline offering prior to the gambling ban that was imposed in the country in 2009. President Volodymyr Zelenskyy reportedly said that the industry could bring in €160m to the government, but as it stands, there are some barriers to competition.


For example, online operators of all sizes currently pay annual licensing fees of €170,000, while players are taxed 19.5 per cent on their winnings. For the market to achieve its full competitive potential, a fair GGR tax would need to be implemented in place of standard licence fees and onerous demands on winning players.


How lucrative could it be compared to that of other European and CIS markets?


Pre-pandemic, Ukraine had enjoyed solid economic growth along with a thriving tech industry. As the fifth-biggest regulated market in Europe in terms of population, there is clearly a lot of potential. From a supplier’s perspective, it is vital to gain an early foothold in a new market by providing players with the sorts of


With our rich history of success in Ukraine up to the moment the ban was enacted, we have every confidence that now the regulated market is up and running again we can reach our goal of once again becoming the premier supplier.


How prominent is the market in Greentube's plans?


Greentube:


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