iGaming-brand analysis: Fonbet

Fonbet is one of the most recognizable bookmakers in the CIS, operating since 1994. The brand has an official Russian license from the Federal Tax Service and was founded by chess grandmaster Anatoly Machulsky.

Today Fonbet operates in the markets of Russia, Kazakhstan and Belarus, and is also represented in the international segment through the operator YouGmedia B.V., which operates under a license from Curaçao.

What's on offer

• Betting on sports and cyber sports
• Lotteries
• Games 24/7: darts, shootouts, backgammon, etc.
• Promotions and tournaments

Traffic and Behavioral Metrics (October 2025)

• 33,140,000 visits - total traffic (+14.2% MoM)
• 4:39 min. - average session duration
• 3.10 - pages per visit
• 64.4% - bounce rate
• 80% - mobile share

Top 5 countries:

• Russia - 96.7%
• Germany - 0.61%
• Netherlands - 0.39%
• Georgia - 0.34%
• USA - 0.26%

Traffic sources

• Direct - 72%
• Referrals - 6%
• Social - 1%
• Organic - 17%
• Display / Paid - 4%

Key partnerships and Influencer Marketing

The brand is actively investing in recognition:

• Partnerships: Russian Football Union, Russian Basketball Federation, Russian Judo Federation, All-Russian Athletics Federation, Russian Padel Federation, Russian Gymnastics Federation, Sports Programming Federation, Russian Chess Federation, and others.
• Sponsorships: HC Avangard, HC Salavat Yulaev, HC Metallurg Magnitogorsk, HC Lokomotiv Yaroslavl, FC Rostov, PFC CSKA, FC Akron, FC Rubin, PFC Krylya Sovetov, FC Chernomorets.

Marketing strategy

• Active online advertising: Fonbet is among the top 5 advertisers in Runet with a digital budget of RUB 4.2 billion in 2024
• Sports sponsorship and branding: partnerships with major sports leagues, teams (soccer, hockey) and events create an image associated with sports and excitement
• Omnichannelization: the development of offline betting shops and online platform allows to reach users with different preferences

Fonbet Awards and Recognition

• SBK 2024 - Best Hockey Bookmaker
• Bookmaker Rankings 2024 - Industry Leader: for achievements in the betting industry 2018-2024
• RBC 2023, 2024 - Leader of the national bookmaker rating
• MarSpo 2023 - Brand of the Year in Sport