Strategická analýza trhu s kurzovým sázením v České republice

This bachelor thesis focuses on the strategic analysis of the fixed-odds betting market in the Czech Republic. Its aim is to evaluate the attractiveness of the industry, the financial position of selected operators and to provide an indicative prediction of further market development. The thesis uses PESTLE analysis, Porter’s Five Forces model, financial analysis of Tipsport.net a.s., FORTUNA GAME a.s. and CHANCE a.s., quantitative evaluation of market data and a brief comparison with the Slovak market. The development of GGR is further modelled using a simple trend-seasonal regression model. The results show that the Czech fixed-odds betting market is strongly regulated, tax-burdened and technologically demanding, which creates high barriers to entry. For established operators, however, it represents an economically attractive environment with high profitability. An important role is played mainly by the online environment, technological infrastructure, brand strength, customer base and the ability to benefit from economies of scale. The prediction indicates a possible further increase in GGR until 2027, but the results should be interpreted as an indicative scenario.