JohnnyBet CEO: “It’s Crucial Not to Lose Sight of What’s Important in the Pursuit of Profit.”

Julian Pawlukiewicz, CEO of JohnnyBet, opens up in this exclusive SBC News interview about the company’s impressive growth from its early days as a small startup to its current status as a prominent player in the global gaming sector. He explains how JohnnyBet ensures top-notch quality and consistency across diverse markets through a robust team culture, cutting-edge strategies, and a commitment to responsible gaming and local community initiatives.

The discussion precedes JohnnyBet’s involvement in the Affiliate Leaders Summit, part of the SBC Summit happening at Feira Internacional de Lisboa from September 24 to 26.

SBC: JohnnyBet was founded in 2009 and has since become available in almost 30 languages. How do you manage to maintain consistency and quality across such diverse markets?

Julian Pawlukiewicz: I can’t believe we’ve been in the market for 15 years already! It seems like just yesterday we were a few people sitting in a stuffy room with desktop computers, literally overheating from our ideas. We started as a group of friends who loved sports and competition, and now we’re a team of almost 150 people from dozens of countries, speaking different languages, and representing diverse cultures from different continents. Our common goal of user satisfaction allows our Tower of Babel to create a cohesive team that fills me with pride.

First and foremost, we haven’t lost that “garage startup” element, as I like to call it. It’s our pride and identity that we cultivate. We focus on openness, communication, and a creative atmosphere unencumbered by various corporate frameworks. We ensure transparency and embrace an open model of operation with courage.

Every team member has a clear picture of the company’s vision, which helps us maintain consistency in all our actions. Regular training, workshops, and knowledge-sharing sessions not only help develop skills but also build a strong, global JohnnyBet community. That’s why we believe that proper organisation, tools, and team support are key elements that allow us to consistently deliver the highest quality and maintain consistency, regardless of the market we operate in.

Our approach to content is also of great importance. Our team of local SEO specialists and content managers constantly works to ensure that the content is not only linguistically correct but, above all, relevant and engaging for audiences from different parts of the world. We’re constantly looking for new solutions and are open to all ideas.

SBC: What are the core traffic acquisition strategies that have driven JohnnyBet’s growth, and how does JohnnyBet adapt its traffic acquisition strategies in response to changes in search engine algorithms or platform policies?

JP: Years spent in the industry have enabled us to continuously construe all changes in the market and respond to them swiftly. Our structure is easily moldable like warm play dough, so we adapt to conditions with ease. We observe market trends and algorithms, processing very large amounts of data. We create our own indicators, rather than relying solely on those available publicly in the industry. Quick reaction is the foundation of our business operations, which is why we use the best tools available on the market. 

Over the years, based on our accumulated experiences, we’ve developed effective tools and methodologies in the SEO field. We continuously develop them, adapting to changes in the business environment. We employ the best experts in SEO, data science, IT, and marketing, who are well-versed with tools from their fields, understand the business, and can effectively process, analyse, and utilise available data.

Within our teams, we create strict specialisations to focus on the smallest details that can be “game changers,” much like in sports, which is particularly close to our hearts. As part of our development, we leverage emerging technological possibilities to enhance our effectiveness. Additionally, we collaborate with the scientific community to ensure that our methods and business approach have a solid foundation.

SBC: JohnnyBet emphasises the importance of safe and responsible gaming. How do you balance this with the need to drive user engagement and revenue?

JP: People have always loved betting and the adrenaline associated with competition. We like to flex our muscles when we prove our points, and also to trivialise others’ successes in a form of “mockery”.

All the betting-related activities on our sites are purely for entertainment, which I try to repeat ad nauseam in response to such questions. We are a platform that aims to teach a conscious approach to the risks associated with betting. With us you don’t lose money—you receive negative points for incorrect predictions. However, the mechanism is the same. The absence of financial risk allows for a better assessment of one’s real skills and most importantly, it is safe for beginners.

The sense of excitement (from betting) often obscures an objective assessment of the situation, which is why we focus on providing high-quality information and a responsible approach to the user, offering engaging content that doesn’t promote risky behaviours. Profit is important, but not at any cost.

We realise that in current times, people are looking for easy and quick earnings, expecting entertainment that will immediately replenish their dopamine levels and transport them to another world. These are real threats facing players worldwide.

Our services are not just built on the huge database of betting information. They also include guides for safe gaming, pages about “conscious risk-taking,” and many other publications appealing to common sense. In simple terms, we do everything to ensure that people who become interested in trying their hand at gambling with real money do so with a clear understanding of how things work after spending some time with free bets on JohnnyBet; without being overpowered by the desire to immediately recover potential losses or trying to double their salary in three days or trying to act like a hotshot. When money and high emotions are involved, the risk increases, which we remind people about over and over.

Player engagement in sports betting doesn’t have to be at odds with responsibility for one’s actions. Through transparency and education, we create an environment where users can enjoy sports betting while being fully aware of potential risks. This approach not only ensures engagement but also builds trust and loyalty among our users.

SBC: Can you tell us more about the community competitions on JohnnyBet? How do these competitions help foster a sense of community among users?

JP: Our competitions are based on three core foundations: diversity, accessibility, and a sense of community. What’s most important to me is that participation is free, and any user can become part of it. Financial rewards certainly constitute one of the main motivations for players, but we can’t forget about the element of competition, which is an added bonus. The title of “Expert of the Season” has been a source of pride and immense satisfaction for years, and the winner earns great respect among competitors.

Our users form a “virtual family”—a community centred around predicting the outcomes of sports and esports events. Often, the connections between players go beyond just knowing each other’s nicknames. It’s an international group that willingly shares their observations, exchanges thoughts, and debates their choices, encouraging others to analyse more deeply. The educational aspect of the fun helps users refine their prediction skills, which certainly translates into more informed play with bookmakers later on.

As a company founded by enthusiasts who loved challenging each other among friends, we didn’t forget about creating private leagues. These leagues are very popular among small groups, providing great material for jokes and, above all, strengthening common interests.

SBC: What role does user-generated content, such as tips and analyses, play in the success of JohnnyBet’s platform?

JP: In-depth analysis of events and the desire to share experiences and knowledge with other users is key to JohnnyBet’s success. We allow players to post their observations and forecasts, making us a valuable knowledge base on the current situation in sports and esports leagues worldwide. This strengthens the sense of belonging and serves as a bridging element within the community.

We actively listen to our users, which is why we encourage them to generate posts reflecting their predictions. This also complements the static content we create. Players highlight the latest trends, events, and data, enhancing the attractiveness and engagement of our platform.

Their wide range of experiences encourages users to return frequently. The reason is simple. They are certain that they will always find information from other community members on our website. The feeling that there’s a human on the other side of the monitor, not an AI-generated bot, is crucial. Our users feel that their voice matters and that their analyses can be useful to other players.

SBC: Through the JohnnyBros Foundation, you have been involved in significant humanitarian efforts. What drives your commitment to these causes?

JP: The simplest answer would be: the desire to help others. I come from Gdańsk—it’s my place on earth that I wouldn’t trade for any other, which is why I’m eager to engage in initiatives aimed at improving the quality of life of the local community.

Since the beginning of our business, we have equipped schools with computer equipment, assisted families in difficult financial situations during our Christmas campaign, and actively participated in charity events. One of the most prestigious events in northern Poland is the “Ball with Heart,” where we are proud to serve as a diamond sponsor. Every year, hundreds of people gather for a lavish dinner, participate in auctions and silent auctions, and most importantly, have a good time. What is crucial is that all funds raised are allocated to a chosen cause.

The JohnnyBros Foundation was established in 2021 and immediately faced a great challenge when our friends from the Hospice Foundation in Gdańsk approached us with a request. And so, from word to word, we decided to support the construction of the Respite Care Center, or rather, we became its main donor. We donated 6 million zlotys for this purpose.

SBC: What is the function of this facility? Who can use it?

JP: Respite care is a type of assistance provided to families and caregivers of individuals with disabilities, whether children or adults. Its main purpose is to relieve caregivers of their daily responsibilities, giving them time to manage their own affairs or simply allowing them to rest. The facility offers support in nursing, rehabilitation, and therapy. The Respite Care Center has been operating for almost a year, and it has already made a significant impact on many lives.

I’m a person who doesn’t need much to be happy. I have a wonderful family and friends. While money is important, it shouldn’t overshadow what truly matters. That’s why I’m delighted to share JohnnyBet’s success. Of course, a company is established to generate profit—I won’t pretend otherwise—but it’s crucial not to lose sight of what’s important in the pursuit of profit.

SBC: JohnnyBros is the title sponsor of the AZS University of Gdańsk volleyball team. What motivated you to support this team, and how does this partnership align with your company’s values?

Have you noticed that the slogan “our company is like a family” is often used in these types of conversations? I prefer the term “team,” and it’s not just because we deal with sports daily. To me, a company is like a team made up of players with different responsibilities—somewhat like Fantasy Football in real life. The success of the whole group comes from the contributions of each employee. Together, we celebrate our successes and navigate our failures—what’s important is to persistently move in the designated direction.

We look for the same qualities in the teams we sponsor. You mentioned the second-league women’s volleyball team JohnnyBros AZS University of Gdańsk, but that’s just one of the three teams we support.

The other two teams we support are in badminton and floorball. We receive about 10-15 inquiries monthly regarding sponsorships from across the region, and we analyse each one carefully. We want to stay close to sports, especially local ones, which is why we’re open to unconventional collaborations.

We help teams that, without our support, might struggle to fully realise their potential or even face significant challenges starting in competitions. Four years ago, we were approached by the nine-time Polish women’s champion floorball team, which included many national team players. Now, the team has 12 titles, and the recently established men’s section has come close to the podium. We love stories like these, filled with unexpected heroes.

It’s similar to our third team, JohnnyBros Gdańsk University of Technology, which competes in the 1st league of badminton. These are mainly students balancing active sports with their studies and often work as well. In Poland, badminton is a niche sport, but that doesn’t mean it has to remain that way. Representatives of our team recently won gold at the European Universities Games. Some might say, “What kind of success is that? A few universities came, played, and then went to a party.” I see it differently. We give these young people a chance for sports development—what they do with it depends on them. That’s why I feel even more pride when I see them achieving their dreams.

SBC: What are your main expectations for the upcoming Affiliate Leaders Summit and the wider SBC Summit in Lisbon?

There’s no denying that the SBC Summit in Lisbon is one of the most important events of the year for us. The opportunity to present our products at such a prestigious event is a great chance to engage in direct conversations with current partners and secure new collaborations.

Our technology is effective wherever people are searching for something. And who are we looking for? Above all, organizations that prioritise mutual respect and honesty and value long-term cooperation. Do they have to be big, recognised players? Absolutely not—we also gladly cooperate with partners of smaller reach.

Since the beginning of our company, we have consistently adhered to the principle that quality matters more than quantity. Last year, during the conference in Barcelona, we successfully acquired two new partners. If we find even one company in Lisbon that aligns with our business model, we will be very satisfied.

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Join the SBC Summit at the Feira Internacional de Lisboa from September 24-26, where 25,000 sports betting and iGaming industry professionals will converge for three days of networking and educational sessions led by over 450 senior decision-makers.

Affiliates can apply for a complimentary pass.
Operators can also apply for a complimentary ticket.