BOYLE Sports deepens Serbia tech hub with 65 new hires, targets 30% growth amid omni-channel push
2026-07-16
BOYLE Sports has hired 65 staff for its Belgrade technology hub over the past year, with plans to increase the local workforce by 30%, and is simultaneously expanding its retail presence with a 400th shop at Galway Racecourse while navigating UK regulatory changes.
BOYLE Sports is accelerating the expansion of its Belgrade-based technology hub, having added 65 employees over the past 12 months and targeting a further 30% increase in local headcount in the coming months. The Irish omni-channel operator says the Serbia centre is central to its growth strategy, providing access to skilled developers with gaming-sector experience and established technical infrastructure.
Serbia hub as strategic investment
The company has positioned Belgrade as a key node in its technology operations, citing the city’s mature gambling-sector ecosystem and talent pool. The expansion focuses on attracting professionals with strong technical expertise and industry knowledge, with the aim of strengthening BOYLE Sports’ scalable, high-quality technology capabilities. The recruitment drive follows the firm’s recent partnership with Amazon Web Services (AWS), which is expected to bolster its technology platform across its operating markets.
Leadership on AI and talent
Jim Parkins, Chief Technology Officer at BOYLE Sports, noted that while the company is embracing artificial intelligence, it remains committed to investing in people. “The strongest businesses will be those that combine smart technology with talented teams who know how to apply it,” Parkins said. He added that the firm has been “deliberate in how we have built the team” and is “delighted with the calibre of people on board.”
Retail milestone and UK market outlook
Beyond its Serbia expansion, BOYLE Sports recently opened its 400th retail shop at Ireland’s historic Galway Racecourse, a move that comes as some competitors wind down physical outlets in the UK and Ireland. Chief Executive Officer Vlad Kaltenieks described the milestone as “great” and timed to coincide with the iconic racecourse, emphasising the company’s Irish heritage. Kaltenieks also addressed ongoing regulatory pressures, particularly a new tax regime in the UK, stating that “the UK is a huge opportunity for us” and that the market “is going to get reshaped.” He positioned the business to capture opportunities “in a responsible way,” while acknowledging that some brands are entering and others exiting the market. “We can get bogged down in negative views, but I think one of my tasks as a leader is to be grounded, and find a way to position ourselves to be able to capitalise on any opportunities,” he said.