The Business of Adaptation
Since February 2022, businesses across Ukraine have faced unprecedented challenges requiring significant adaptation. For Favbet—a Ukrainian gaming and entertainment brand—it became an opportunity to evolve, adapt, and lead. At the helm of this transformation stood its founder, Andrii Matiukha, whose vision and decisiveness positioned Favbet as both a resilient business and a significant societal actor during critical times.
“Business continuity is only part of the story,” Andrii Matiukha reflects. “Supporting Ukraine is embedded in our values—it’s a role we’ve embraced fully.” From early 2022, Andrii Matiukha led efforts to safeguard the company’s nearly 700 employees and ensure the stability of operations despite significant disruptions. Despite logistical and operational challenges, Favbet maintained its systems and scaled up communication capacity, keeping staff connected nationwide.
The company quickly implemented contingency plans, activated remote infrastructure, and responded flexibly to changing circumstances. This clarity of purpose allowed Favbet to expand into a broader role, becoming a notable contributor to societal support efforts.
Favbet Foundation: From Youth Programs to Social Aid
Established by Andrii Matiukha in 2019, Favbet Foundation initially promoted youth sports, education, and cultural inclusion. In early 2022, the foundation swiftly adapted to meet new societal needs, providing substantial support to critical public services.
The foundation rapidly mobilized to deliver essential supplies, including over 50 all-terrain vehicles, drones, secure communication equipment, trauma kits, and medical supplies. Favbet Foundation’s effective retooling was made possible through the technological capabilities of Favbet Group and strategic oversight by Andrii Matiukha.
Within six months, the foundation had distributed more than $10 million in aid. “You realize very quickly that timing is critical,” says Andrii Matiukha. “There were deliveries sent out one day that were in use the next. That kind of turnaround isn’t optional—it’s essential.”
The foundation maintained responsive feedback loops, adapting its assistance based on direct reports from the field. This iterative model kept Favbet’s contributions relevant and impactful as needs evolved.
Andrii Matiukha’s Human-Centric Strategy
Internally, the period also intensified a focus on employee welfare. Andrii Matiukha initiated a comprehensive employee support plan prioritizing flexibility, transparency, and psychological care, recognizing that productivity hinges on overall well-being.
The strategy included relocation options for staff in affected areas, continuous mental health support, and flexible workflows accommodating diverse employee needs. This approach maintained company cohesion and focus, retaining more than 90% of employees.
Favbet has earned an internal reputation for compassion and trust, with many employees noting a renewed sense of purpose and commitment.
Global Recognition: Favbet’s Model of Innovation
International observers quickly took note. Favbet became recognized as a case study in corporate innovation and adaptation, cited for its rapid response capabilities, scalable logistics, and people-first leadership.
Accolades, however, are not Andrii Matiukha’s primary concern. “This isn’t about visibility,” he says. “It’s about urgency and doing what we’re capable of. The real heroes are our people—they made this possible.”
