BoyleSports is significantly deepening its commitment to its Serbia-based technology hub, describing the centre as offering exceptional opportunities for the company’s continued growth.
Over the past 12 months, the omni-channel operator has welcomed 65 new employees into its Belgrade office, making a strong statement about its international expansion ambitions.
The latest hiring push forms part of a broader strategic goal to grow the Belgrade-based workforce by 30% over the coming months, underlining the importance of the hub to the business.
BoyleSports noted that Belgrade has established itself as a significant centre for the wider gambling industry, combining strong technical infrastructure with deep sector knowledge and a rich pool of available talent.
Jim Parkins, Chief Technology Officer at BoyleSports, said: “Serbia gives us access to exceptional technology talent, with the development experience and gaming-sector knowledge we need to support our continued growth.”
Parkins added: “We have been deliberate in how we have built the team, and are delighted with the calibre of people on board.”
The Serbia expansion runs alongside BoyleSports’ recently announced partnership with AWS, which the company says is designed to strengthen its technology stack and support growth across its operating markets.
Beyond Serbia, the Ireland-headquartered bookmaker has continued to make progress in both its home market and the UK, even as regulatory pressures mount, including a new tax regime in Britain.
Earlier this month, BoyleSports opened its 400th retail shop at the historic Galway Racecourse in Ireland, a milestone that bucks the trend of retail contraction seen from rivals such as Ladbrokes and Paddy Power.
Chief Executive Officer Vlad Kaltenieks said: “So 400 stores for us is a great milestone. We timed it to make sure it opened at the iconic Galway Racecourse, because the heritage for BoyleSports is really Ireland, and we have been part of the fabric of horse racing here for so many years.”
The Galway opening carries symbolic weight for the brand, which has long positioned itself as deeply embedded in Irish horse racing culture and the broader sporting community across the island.
With the Serbia hub growing rapidly and its retail footprint hitting a landmark number, BoyleSports appears to be taking a confident, expansionist approach at a time when many competitors are scaling back their operations.
