XTB Rolls Out What It Calls Its Biggest Ad Campaign
By Damian Chmiel
AI summary of the source article
XTB unveiled its largest ad campaign featuring Tyson Fury and Zlatan Ibrahimović, broadcasting across Europe, the Middle East, Chile, and Indonesia. However, XTB shares dropped 5.4% to PLN 138.56 in Warsaw following a revenue warning from IG Group, which dragged down multiple listed brokers including CMC Markets and Plus500. IG reported an anticipated 14% year-over-year decline in third-quarter revenue due to falling OTC derivatives revenue retention. Despite broader sector pressure, XTB has heavily accelerated marketing expenditures, having spent PLN 435.5 million in the first half of 2026, with CFDs continuing to generate 96% of its trading result.
Why it matters
The development highlights heavy marketing spending by retail brokers to capture clients even as revenue retention headwinds and warnings from major players like IG Group pressure sector equity valuations.
Key facts
- XTB's shares dropped 5.4% following IG Group's warning that Q3 revenue would decline 14% year-over-year.
- XTB spent PLN 435.5 million on marketing in H1 2026, an increase of 64.7% compared to the prior year.
- CFDs accounted for 96% of XTB's trading result in the first half, despite client acquisition efforts around stocks and ETFs.