Balancing Profitability and Growth in the Gambling Market of Ukraine

Subject and purpose of work The subject of this study is the relationship between profitability and revenue growth in the gambling industry, viewed through the theoretical framework of Williamson’s compromise model. The purpose of the work is to identify and quantify the trade-offs between profit maximization and growth objectives among gambling firms. Materials and methods The study relies on a comparative analysis of ten gambling firms in Ukraine and abroad (2020-2024), using indicators of profit, growth, ROA, and NPM. Data from public reports were analyzed through Williamson’s model to classify firms by strategic orientation. Results The results show a negative relationship between profitability and revenue growth. Ukrainian gambling firms balance short-term profit and long-term expansion, confirming Williamson’s compromise model within competitive market conditions. Conclusions The study concludes that gambling firms strategically balance profitability and growth rather than pursuing profit maximization alone. The findings validate Williamson’s compromise model and highlight the need for adaptive management decisions in Ukraine’s evolving gambling market.