Latest News

The Impact of Regulatory Changes on Media Buying in iGaming

Published

1 year ago

February 10, 2025

George Miller

the-impact-of-regulatory-changes-on-media-buying-in-igaming

Reading Time: 6 minutes

How legislative shifts influence media buying strategies and adaptation in a rapidly evolving industry

The iGaming industry is one of the most heavily regulated digital sectors, constantly adapting to new compliance frameworks worldwide. Regulatory changes affect not only operators but also media buyers, who must rethink their advertising strategies, creatives, and audience engagement approaches. While regulation enhances player safety, it also fosters challenges such as increased costs, creative limitations, and the rise of unlicensed operators.

Experts from the media buying agency RockApp have conducted an in-depth analysis of how regulatory changes impact the entire iGaming ecosystem.

How Regulations Shape Ad Creatives in iGaming

One of the most immediate effects of regulation is the restriction on advertising creatives. The UK, for instance, is one of the most tightly regulated markets, where media buyers must comply with strict guidelines:

No mention of currency in ads: According to the UK Advertising Codes regulated by the ASA, there is no direct ban on the use of currency in gambling advertisements. However, advertisers must adhere to strict guidelines to ensure they do not mislead customers regarding potential winnings.
No misleading claims or exaggerated expectations: Ads should not mislead users by exaggerating the chances of winning or implying that gambling can be a solution to financial concerns.
No streamers or influencers with significant underage audiences: Featuring individuals who are, or appear to be, under 25 years old is prohibited. Additionally, using celebrities or influencers who have a strong appeal to under-18s is not allowed.
Strict moderation of creatives before approval
Social Responsibility: Advertisements must not portray gambling as indispensable or as a way to achieve financial security. They should not suggest that solitary gambling is preferable to social gambling.

These regulations necessitate careful consideration during the creation of advertising content. For instance, the prohibition on content that strongly appeals to under-18s means avoiding the use of animated characters, certain color schemes, or themes associated with youth culture. Additionally, the restriction on featuring individuals under 25 limits the selection of brand ambassadors and influencers, requiring brands to choose representatives who not only resonate with the target audience but also comply with age-related guidelines.

According to AppsFlyer’s “State of Gaming App Marketing – 2024 Edition,” global app user acquisition ad spend grew by 5% in 2024 to $65 billion, with a significant portion allocated to gaming apps. This increase underscores the importance of adhering to advertising regulations to ensure that marketing efforts are both effective and compliant.

In summary, the UK and other regulated countries’ stringent advertising regulations significantly influence the development of ad creatives in the iGaming industry. Advertisers must navigate these rules carefully to create content that is engaging yet compliant, ensuring that their marketing strategies uphold the principles of social responsibility and consumer protection.

Licensed media buying agencies can effectively adapt by integrating disclaimers and legal notices without compromising user engagement. While these additions reduce creative space, they don’t hinder performance significantly.

The Paradox: Regulation Enhances Safety but Fuels the Gray Market

Regulation is designed to protect players, but in some markets, it has also led to a surge in unlicensed casinos. For example, France, Poland, and the Netherlands have all experienced an influx of offshore operators who can acquire players at lower costs compared to licensed brands.

In Poland alone, nearly 50% of the gambling market operates in a gray zone, leading to an estimated annual tax loss of over $247 million. In 2023, transactions through unlicensed platforms reached $8.6 billion, prompting industry experts to call for urgent regulatory reforms by 2026 to curb further market deterioration.

Why does this happen? Strict regulations often limit marketing avenues for legal operators, making it difficult for them to compete with unlicensed platforms that operate without restrictions. As a result, players may turn to black-market casinos that offer more aggressive promotions, unrestricted gameplay, and fewer account verification hurdles.

For media buyers, this creates a complex landscape – navigating between compliance, profitability, and market demand.

The Value and Strategic Advantage of Media Buying in Regulated Markets

Operating under a license means adhering to an extensive list of requirements:

Adhering to jurisdiction-specific advertising laws
Complying with responsible gambling policies
Avoiding blacklisted traffic sources
Implementing strict user verification processes

While these regulations add complexity, they also bring long-term benefits. Running campaigns in a legally compliant manner allows for sustainable business growth, fostering trust among players and partners. Although user acquisition costs in regulated markets are higher, the quality of users significantly improves due to the absence of low-quality creatives with miss-promises, exaggerated expectations, and outright scams, which are prevalent in unregulated markets.

Advertisers appreciate this shift, as the traffic quality far exceeds expectations. This, in turn, improves lifetime value (LTV) and fosters long-term relationships between brands and agencies. Here’s a comment from a representative of HighRoller Casino, one of RockApp’s key clients:

“Stricter regulations in the iGaming industry have significantly increased operational demands and social responsibility for businesses. While compliance creates a more structured and reliable market, it also adds layers of complexity that companies must navigate. There are both advantages and challenges. On the one hand, licensed operators benefit from greater stability and credibility; on the other, the regulatory burden requires continuous adaptation. Finding the right balance is key to ensuring sustainable growth without restricting innovation.“– HighRoller Casino, CEO.

And a perspective from Soft2Bet:

“Choosing the right traffic partner is crucial in today’s iGaming landscape. RockApp has proven to be a reliable partner, delivering high-quality traffic and seamlessly adapting to the regulated market with the right approach. They don’t just follow trends – they anticipate changes and optimize processes to ensure outstanding results. The strategies that worked in the past are no longer effective, but RockApp excels at evolving, refining, and elevating performance to an entirely new level.” – Soft2Bet, CEO.

In contrast, grey and black market operators often have lower operational costs since they bypass licensing fees and may evade taxes. This cost advantage allows them to offer more attractive odds or bonuses to players. However, these operators face significant risks, including legal actions, lack of access to reputable payment processors, and challenges in establishing trust with players due to the absence of regulatory oversight.

A 2024 report by the European Gaming and Betting Association (EGBA) highlighted concerns that overly stringent regulations in some European countries are inadvertently driving players towards black market operators.

This trend is further reflected in Sweden, where a report by AB Trav och Galopp (ATG) revealed that traffic to unlicensed gambling operators has increased tenfold since 2019. The study estimates that the gross gaming revenue (GGR) of illegal operators now reaches 13 billion SEK ($13.64 billion) annually, with users reportedly spending 10-20 times more in unlicensed online casinos. ATG’s CEO has criticized Sweden’s current gambling laws, stating that excessive restrictions on licensed operators are creating an unfair playing field and driving users toward unregulated alternatives.

While licensed operations bring stability and quality assurance, excessively restrictive regulations can inadvertently push players and advertisers toward unregulated markets. This paradox is evident in markets like Sweden and Poland, where overly stringent policies have led to a surge in black-market activity. Thus, the key lies in finding a balance – ensuring robust consumer protection without stifling the competitive landscape for licensed operators.

In summary, while operating in the white market entails higher compliance costs, it ensures legal security and fosters player trust. Conversely, grey and black market operations may offer short-term financial gains but come with significant legal and reputational risks.

For media buying agencies, working within legal frameworks unlocks significant advantages:

Access to bigger clients: Major iGaming brands prefer licensed agencies.
Better partnerships: Large ad networks and platforms favor advertisers that comply with regulations.
Higher-quality traffic: Compliance reduces fraud, improving traffic efficiency.

Many traffic sources, including Google, Facebook, and premium programmatic platforms, enforce strict iGaming policies. This means agencies that operate in compliance gain preferential access, while black-market operators struggle with bans and restrictions.

In contrast, working with unlicensed brands often leads to short-term gains but long-term instability. Black-hat media buying comes with high risk, including frequent account shutdowns, payment delays, and loss of advertiser relationships.

The Impact of Regulations on Influencer and Streaming Marketing

Strict regulations have also affected influencer marketing. In countries with tight restrictions, streamers can no longer serve as direct brand ambassadors for casinos. For example, while streamers in Tier 3 markets (regions with lax regulations) aggressively promote gambling to younger audiences, this is strictly forbidden in Tier 1 markets like the UK and France.

To adapt, agencies have found creative solutions:

Using AI and deepfake technology to modify streamer appearances
Replacing copyrighted music with royalty-free alternatives
Carefully curating influencer partnerships to avoid compliance risks

These strategies help agencies continue leveraging influencer marketing without violating legal guidelines.

Conclusion

Regulation is an unavoidable reality in iGaming media buying. While it presents challenges, it also creates opportunities for agencies that know how to navigate the landscape effectively.

For media buyers, working within legal frameworks is no longer an option – it’s a necessity. The future belongs to those who can play by the rules while still outperforming the competition. Recently, RockApp has secured licenses in all regulated states across the United States, further solidifying its commitment to compliance and long-term growth in the iGaming industry.

The post The Impact of Regulatory Changes on Media Buying in iGaming appeared first on European Gaming Industry News.

AGS Interactive

AGS Interactive Strengthens Global Team with Key Appointments

Published

6 hours ago

March 18, 2026

Wladimir P.

ags-interactive-strengthens-global-team-with-key-appointments

Brett Jackson, Vice President of Product Management, Interactive (L) and Angelo Daino, Country Manager for Europe, Interactive (R)

AGS Interactive (AGSi), a leading supplier of high-performing slots, table games, and interactive gaming products, has announced the appointment of two senior executives to bolster its global growth strategy.

Brett Jackson has been named Vice President of Product Management, Interactive, while Angelo Daino joins as Country Manager for Europe, Interactive. These appointments reinforce AGSi’s commitment to expanding its presence in regulated markets and enhancing product innovation worldwide.

Strategic Leadership for Global Expansion

Mark DeDeaux, Senior Vice President and General Manager of Slots at AGS, stated: “Brett and Angelo bring unparalleled expertise and a deep understanding of the gaming industry that will support AGS’ global expansion. Brett’s leadership in product development and Angelo’s regional acumen and commercial capabilities position them as integral to AGS’ growth strategy.”

Brett Jackson – Driving Product Innovation

Jackson brings extensive experience in game development and product leadership, having held roles at Aristocrat, IGT, Light & Wonder, Apple, and Atlassian.

In his new role, he will oversee AGSi’s product management initiatives, ensuring the development of innovative, user-focused gaming solutions across online and interactive platforms. Jackson combines customer insight with forward-thinking product vision to enhance AGSi’s portfolio and meet evolving market demands.

Angelo Daino – Leading European Market Growth

Daino brings over a decade of international commercial experience and four years in the iGaming industry. As Country Manager for Europe, he will lead strategic partnerships, market expansion, and operator engagement across regulated European territories.

His role focuses on commercializing AGSi’s online real-money gaming content and forging collaborations to expand the company’s footprint in key global markets.

Engagement Across Global Industry Events

AGSi plans to actively showcase its offerings and engage with partners at major upcoming events, including:

Enada Primavera – Rimini, Italy
IGA – San Diego, California
SBC Summit – Canada and Lisbon
IGB Live – London, UK

These events provide opportunities for AGSi to strengthen industry relationships, demonstrate its latest interactive products, and drive global growth initiatives.

Commitment to Innovation and Growth

The leadership appointments signal AGSi’s dedication to combining innovative gaming solutions with strategic international expansion. By leveraging Jackson’s product expertise and Daino’s regional experience, AGSi aims to solidify its position as a global leader in interactive gaming content.

The company continues to focus on delivering cutting-edge slot games, table games, and interactive platforms designed for regulated markets, ensuring partners and operators worldwide can access premium, scalable gaming solutions.

The post AGS Interactive Strengthens Global Team with Key Appointments appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

Casino Carrasco

WSOP Circuit Returns to Latin America with GGPoker Qualifiers

Published

8 hours ago

March 18, 2026

Wladimir P.

wsop-circuit-returns-to-latin-america-with-ggpoker-qualifiers

The prestigious World Series of Poker Circuit (WSOP Circuit) is making a highly anticipated return to Latin America in 2026, with GGPoker offering exclusive online satellite tournaments for players aiming to secure a seat at the upcoming Montevideo stop.

Set to take place from May 18 to 25, 2026, the event will be hosted at the iconic Casino Carrasco in Montevideo, bringing together top poker talent from across the region and beyond.

A Major Poker Event Returns to Latin America

The WSOP Circuit Montevideo stop marks a significant moment for the Latin American poker scene, placing the region back in the global spotlight. The tournament series will feature 12 official gold ring events, alongside a full schedule of side tournaments, VIP experiences, and international media coverage.

With its scenic riverside setting and world-class facilities, Casino Carrasco provides an ideal backdrop for what is expected to be one of the most exciting poker festivals of the year.

According to Juan Carreño, Head of Spanish LatAm at GGPoker, the event represents a unique opportunity for players across Latin America to participate in a world-class poker experience in a premier destination.

GGPoker Launches Online Satellite Tournaments

To make the event accessible to a wider audience, GGPoker has introduced a comprehensive schedule of online satellite tournaments, running from March 30 to May 10, 2026.

These qualifiers allow players to secure entry into the live event at a fraction of the cost, with buy-ins and formats designed to suit players of all levels.

Key Satellite Highlights

$5 Daily Satellites (Mon–Fri): Multiple evening opportunities to qualify affordably
Freeroll Tournaments (Saturday): Chance to win satellite tickets without entry fees
$33 Package Qualifiers (Mon–Sat): Pathway to full event packages
$22 Last Chance Satellites (Sunday): Final opportunities to qualify
$215 Weekly Final (Sunday): High-stakes qualifier for premium entries

This structured approach ensures consistent opportunities for players worldwide to compete for a seat at the Montevideo event.

Day	Time (UTC +0)	Tournament Name
Mon–Fri	7-8-9-10-11 PM	WSOP-C Uruguay – $5 Daily Satellite
Saturday	8:30 PM	WSOP-C Uruguay – Freeroll (5 x $215 satellite tickets)
Mon–Sat	12 AM	WSOP-C Uruguay – $33 Package Qualifier
Sunday	8 PM	WSOP-C Uruguay – $22 Last Chance Satellite
Sunday	11 PM	WSOP-C Uruguay – $215 Weekly Final

High Stakes and Exclusive Rewards

Beyond the prestige of competing in a WSOP Circuit event, players will have the chance to win official WSOP gold rings, one of the most coveted prizes in tournament poker.

Additionally, each event winner will receive a $5,000 package to the WSOP Circuit Championship at the WSOP Paradise in the Bahamas, adding further incentive for competitors.

This prize structure not only elevates the stakes but also connects the Montevideo stop to the broader global WSOP ecosystem.

Strengthening Latin America’s Poker Scene

The return of the WSOP Circuit to Latin America reflects the region’s growing importance in the global poker landscape. Countries across the continent have seen increased interest in both online and live poker, driven by expanding platforms and international events.

By hosting the event in Uruguay and offering accessible online qualifiers, GGPoker is helping to bridge the gap between online and live poker, enabling more players to transition from digital tables to major international tournaments.

A Premier Destination for Poker Enthusiasts

Montevideo’s blend of culture, history, and scenic beauty makes it an attractive destination for poker players and fans alike. Combined with the luxurious setting of Casino Carrasco, the event promises not only competitive poker action but also a memorable travel experience.

From professional players chasing titles to recreational participants seeking excitement, WSOP Circuit Montevideo 2026 is set to deliver a complete poker festival experience.

Conclusion

With exclusive qualifiers on GGPoker and a prestigious live event in Montevideo, the WSOP Circuit’s return to Latin America marks a major milestone for the region’s poker community.

The combination of accessible online satellites, high-value rewards, and a world-class venue ensures that this stop will be one of the standout events on the 2026 poker calendar.

Reference Article

A similar article about WSOP events and international poker tournaments can be found on PokerNews:

Related article: https://www.pokernews.com/tours/wsop/

This site provides comprehensive coverage of WSOP Circuit events, qualifiers, and global poker tournaments.

The post WSOP Circuit Returns to Latin America with GGPoker Qualifiers appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

eSports

MEGA Appoints Morgan Tremaine as Executive Producer to Drive Esports Growth

Published

8 hours ago

March 18, 2026

Wladimir P.

mega-appoints-morgan-tremaine-as-executive-producer-to-drive-esports-growth

Mobile, Esports and Gaming Alliance (MEGA), the powerhouse behind the globally recognized Esports Awards, has announced the appointment of Morgan Tremaine as Executive Producer.

The move signals a new phase of growth for the organization as it looks to elevate its live events, expand its intellectual property portfolio, and strengthen premium partnerships across the esports ecosystem.

Based in London, MEGA continues to position itself at the forefront of esports entertainment, with Tremaine now stepping into a key leadership role to guide its next chapter.

A Strategic Leadership Appointment

Having already served as producer for the Esports Awards since 2023, Morgan Tremaine’s promotion formalizes his role within MEGA’s senior leadership team. In his new position, he will oversee the development and production of MEGA’s full events portfolio, including flagship ceremonies and associated digital content.

His appointment reflects MEGA’s ambition to scale its globally recognized event properties and deliver more immersive, high-quality experiences for esports audiences worldwide.

Extensive Experience in Live Production

Tremaine brings over 13 years of experience in live production, content creation, and large-scale event execution. His career spans major media and esports organizations, including roles at TMZ and Esports Engine.

He is also the Founder and CEO of Cuer, a next-generation platform designed to streamline live broadcasts and event production workflows.

Throughout his career, Tremaine has contributed to some of the most high-profile events in gaming and beyond, including TwitchCon and the Tokyo 2020 Olympic Games streaming initiatives. His portfolio also includes collaborations on Twitch Rivals and major brand activations such as the Fortnite x Polo Ralph Lauren launch.

Collaborations with Global Brands and Talent

Tremaine’s work extends beyond event production into strategic brand partnerships and talent collaborations. He has worked with globally recognized companies such as Ford, Samsung, and Doritos.

In the gaming and streaming space, he has collaborated with leading creators including Pokimane, Quackity, and Botez Sisters, reinforcing his deep connections within the esports and content creator ecosystems.

Driving MEGA’s Event Evolution

In his new role, Tremaine will work closely with publishers, platforms, and commercial partners to shape both the creative and commercial direction of MEGA’s events. His responsibilities will include:

Leading executive production for flagship ceremonies
Supporting strategic partnership development
Enhancing brand integrations and audience engagement
Driving innovation across live and digital event formats

He will also contribute to MEGA’s agency operations, providing leadership on high-profile client projects and helping scale the company’s production capabilities.

MEGA’s Growing Influence in Esports

Since its inception, MEGA has established itself as a leading force in esports live events. In addition to the Esports Awards, the organization produces major industry ceremonies such as the Decade Awards and the Mobies, setting benchmarks for production quality and audience engagement.

Beyond events, MEGA is committed to supporting the broader gaming ecosystem by nurturing talent, promoting education, and creating opportunities for the next generation of esports professionals.

Vision for the Future

Morgan Tremaine expressed enthusiasm about his new role, emphasizing the importance of creativity, collaboration, and innovation in shaping the future of esports events.

Similarly, MEGA co-founder Michael Ashford highlighted Tremaine’s pivotal role in the success of the Esports Awards and expressed confidence in his ability to elevate the company’s event portfolio to new heights.

Conclusion

The appointment of Morgan Tremaine as Executive Producer marks a significant milestone for MEGA as it continues to expand its global footprint in esports entertainment.

With a proven track record in live production, deep industry connections, and a forward-looking vision, Tremaine is well-positioned to lead MEGA into its next phase—delivering world-class events that captivate audiences and redefine standards in esports and gaming entertainment.