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The Impact of Regulatory Changes on Media Buying in iGaming

Published

1 year ago

February 10, 2025

George Miller

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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.

Brazil

Vitor Paulin ends cycle at Luck.bet with data-driven transformation, new website, and new campaign featuring Caio Castro as legacy

Published

5 hours ago

May 28, 2026

GamingAmericas.com

Vitor Paulin ends cycle at Luck.bet with data-driven transformation, new website, and new campaign featuring Caio Castro as legacy.

The executive leaves the operator as of June 1 after leading the structuring of a team of more than 40 professionals and delivering the company’s highest results in Turnover and GGR.

Vitor Paulin, Chief Marketing & Growth Officer (CMGO) at Luck.bet, is ending his cycle at the operator as of June 1, 2026. During his tenure leading the company’s marketing operations, the executive drove a complete transformation that integrated Brand, Performance and Media, Affiliates, Influencers, CRM, PR, Product, and BI/Analytics into a single customer journey — Acquisition, Retention, Monetization, and Recovery.

The results were significant throughout his entire period at the company, with a marked acceleration in the second half of 2025 when he implemented the data-driven methodology: +54% Turnover, +49% GGR, +26% monthly active users, +22% average ticket size, +22% First Time Deposit (FTD), and +16% conversion rate from Registration to FTD.

Vitor leaves Luck.bet with three structural deliverables to the company: the completion of a data-driven culture implementation, a new operator website, the new brand campaign featuring Caio Castro — produced under his leadership and scheduled to launch in the coming weeks — and a new multidisciplinary team of more than 40 professionals structured in squads and operating under a data-driven culture focused on performance and customer-centricity.

“Throughout my time at Luck.bet, we led a complete marketing transformation. In the second half of 2025, with the data-driven methodology fully in place, we achieved +54% Turnover, +49% GGR, +26% monthly active users, and +22% average ticket size. It was a collective effort supported by a multidisciplinary team of more than 40 professionals, including new hires.

I thank Ivan Dutra and the entire Luck.bet team for the partnership and trust throughout this cycle,” said Vitor Paulin, former CMGO of Luck.bet.

Reflecting on his legacy at the operator, the executive highlights the integration between departments:

“The biggest legacy is structural: we transformed the operation into a data-driven marketing machine focused on results, integrating Brand, Performance, Affiliates, Influencers, CRM, PR, Product, and BI/Analytics into a single journey — Acquisition, Retention, Monetization, and Recovery.

I leave with the migration to the new Luck.bet website completed, the upcoming campaign featuring Caio Castro ready to go live in the coming weeks, and a team of more than 40 professionals consolidated and operating. The house is organized for the next cycles,” he added.

Regarding next steps, the executive plans a short break for strategic reflection before starting a new cycle: “I will take a short window for perspective before the next executive cycle.

In the coming weeks I will be open to conversations with market leaders — my main focus remains iGaming, with a natural extension into companies born digital such as fintechs, retail-techs, e-commerce, and the new economy in regulated markets in Brazil, Latin America, and Europe.

And who knows, I may also venture into entrepreneurship — I have no shortage of ideas for new products!” he concluded.

The post Vitor Paulin ends cycle at Luck.bet with data-driven transformation, new website, and new campaign featuring Caio Castro as legacy appeared first on Americas iGaming & Sports Betting News.

AGS

AGS celebrates 10 straight years as a best and brightest company to work for in the nation

Published

6 hours ago

May 28, 2026

GamingAmericas.com

ags-celebrates-10-straight-years-as-a-best-and-brightest-company-to-work-for-in-the-nation

For the 10^th consecutive year, global gaming supplier AGS announced it has been named one of the Best and Brightest Companies to Work For® in the Nation.

Presented by the National Association for Business Resources (NABR), the Best and Brightest Companies to Work For awards are not pay-to-play. Instead they are based on an independent, research-driven assessment of company practices and employee survey results.

Ten straight years places AGS in rare company by any measure; in gaming, it’s unprecedented.

No other gaming manufacturer has been recognized in the program or been awarded this designation, making this recognition a standout achievement for the team and the industry.

“Ten years of this honor is a testament not to us as a company, but to the remarkable individuals who power everything we do,” said David Lopez, President and Chief Executive Officer of AGS.

“We’ve built something truly special here – a people-first culture of long-term excellence that I’m incredibly proud of and that continues to propel us forward.”

Companies are evaluated across a comprehensive set of criteria that reflect the employee experience.

These include compensation and benefits, engagement and retention, education and development, achievement and recognition, civility and inclusion, leadership, communication, community initiates and corporate responsibility, and overall workplace well-being.

AGS earned high marks for its focus on key areas such as benefits, communications and shared vision, civility and inclusion, and employee enrichment, engagement and retention – surpassing the Best and Brightest benchmark, which reflects the median score of other participating companies.

In 2026, only 19 other companies in the country reached the 10-year mark, and just 46 organizations in total have been recognized for more than 10 years.

“What makes this recognition meaningful is that it’s based on how our employees truly feel,” said Kim Nasuta, Senior Vice President of Human Resources at AGS.

“Ten years in a row speaks to the consistency of our values and how deeply embedded they are in how we hire, support, and grow our people.”

This milestone reflects a decade of AGS’ consistent, employee-first culture – an accomplishment that is difficult to sustain year after year.

Ten years through real change is even harder. In that stretch, AGS doubled its employee count and office footprint, tripled its game studios, and expanded from two countries to ten.

The company looked different almost every year. The culture didn’t.

AGS was also awarded the same honor in the Atlanta market, which reflects the local impact, while the national honor acknowledges AGS’ broader commitment to culture across its U.S. footprint, which includes offices and game studios in Las Vegas, Reno, Scottsdale, Austin, and Oklahoma City.

The Metro Atlanta offices – home to many of the company’s R&D, engineering, and operations teams – continues to be a foundation of the Company’s innovation and culture.

Additionally, AGS supports a vast network of remote sales and field service employees located near customer operations throughout the country – extending the Company’s culture of connection and performance beyond physical offices. AGS also has a strong global presence with teams located in eight countries outside of the U.S.

This latest recognition follows AGS also being named to the 2026 USA TODAY Top Workplaces USA list for a second year in a row, solidifying its position as a standout employer in the gaming industry and beyond.

The post AGS celebrates 10 straight years as a best and brightest company to work for in the nation appeared first on Americas iGaming & Sports Betting News.

Brazil

Stellar Gaming y la mejor Copa de todos los tiempos

Published

6 hours ago

May 28, 2026

GamingAmericas.com

stellar-gaming-y-la-mejor-copa-de-todos-los-tiempos

La Copa Mundial de 2026 promete ser un punto de inflexión para el mercado brasileño de apuestas deportivas, el primer gran test de estrés en un entorno totalmente regulado, con proyecciones que alcanzan los R$ 19 mil millones en movimiento en el país.

En este escenario, Stellar Gaming (EstrelaBet) se posiciona en el centro de esta transformación, donde la tecnología, la seguridad jurídica y la experiencia del usuario se convierten en pilares estratégicos de crecimiento.

En una entrevista exclusiva, Fellipe Fraga, CBO de Stellar Gaming, analiza cómo la madurez del mercado regulado, el avance del juego responsable, la evolución de la infraestructura tecnológica y la lucha contra el mercado ilegal van a moldear la “mejor Copa de todos los tiempos” para el entretenimiento digital en Brasil, y el legado que este evento dejará para la industria.

La Copa Mundial de 2026 es el primer gran ‘test de estrés’ del mercado brasileño totalmente regulado, con proyecciones de alrededor de R$ 19 mil millones en volumen de negocio en el país. ¿Cómo evalúa Stellar Gaming que la seguridad jurídica y la madurez operativa harán de este torneo la ‘mejor Copa de los últimos tiempos’ para el entretenimiento digital en Brasil?

Fellipe Fraga – En la Copa Mundial de 2022, todavía estábamos luchando por la regulación del mercado, lo que lamentablemente no ocurrió a tiempo.

Esta vez, tendremos la oportunidad de probar no solo a nivel tecnológico, sino también en términos de comportamiento del cliente, ya que veremos el impacto del mayor evento deportivo del mundo.

Además, en las operaciones reguladas, las herramientas de control previstas en la normativa específica garantizan una experiencia segura para el cliente y potencian el alcance del juego responsable.

Con esto, los próximos dos meses representan grandes expectativas para el sector.

En un evento masivo que atrae a millones de nuevos apostadores, las preocupaciones sobre el juego problemático cobran relevancia. EstrelaBet tiene una alianza pionera con la FUMEC. ¿Cómo funciona en la práctica la matriz predictiva de riesgos basada en inteligencia artificial para identificar patrones atípicos y garantizar que el Mundial sea un momento de ocio seguro, alejando a la marca del estigma del mercado ‘gris’ del pasado?

Una de las grandes ventajas del avance tecnológico es poder utilizarlo para mejorar la experiencia colectiva, y no es diferente cuando hablamos del juego responsable.

Al introducir mecanismos de machine learning con datos y conceptos de ciencia del comportamiento, podemos mejorar la predictibilidad del riesgo en comportamientos en los que el cliente muestra señales de alejarse del juego responsable.

Esto permite que la operación actúe para reducir estos riesgos, garantizando que el entretenimiento con apuestas sea únicamente lo que debe ser: diversión.

Sabemos que los usuarios brasileños son mobile-first y no toleran fricciones durante un partido importante. EstrelaBet ha mejorado recientemente el tiempo de carga en un 60% y reducido la latencia de las apuestas en vivo en un 80%. ¿Cómo se traduce esta infraestructura ‘Fórmula 1’, liderada por el equipo de tecnología, en confianza y retención del usuario en los momentos de mayor pico del torneo?

La principal dirección que debemos tomar es ponernos en el lugar del cliente y entender qué puede generar fricción en la experiencia. Un sitio inestable y lento no es bien recibido.

Por eso adoptamos una mentalidad que llamamos “EstrelaTech”, enfocada en el desarrollo tecnológico para mejorar la experiencia del cliente.

Esto genera automáticamente confianza en el rendimiento, la estabilidad y la calidad del servicio, lo que, junto con nuestros socios tecnológicos, permite ofrecer una plataforma donde el entretenimiento ocurre de forma más fluida.

El CEO de la marca, João Gerçossimo, trajo recientemente del SXSW el concepto de la ‘Economía de la Atención 3.0’, donde el sentido de pertenencia a la comunidad supera a las ofertas agresivas. ¿Cómo planea EstrelaBet aplicar esta filosofía durante el Mundial para fidelizar clientes sin depender únicamente de bonos de adquisición transaccionales?

El Mundial es una excelente oportunidad para acercar al cliente a la marca.

El 5 de junio lanzaremos una gran campaña que conecta al público y a la marca con el deseo nacional de conquistar el sexto título mundial.

Esta conexión va más allá del producto en sí y se centra en la relación entre el cliente y la empresa.

El trabajo de nuestro equipo de marketing ha sido excelente, incluyendo en la elección de socios de medios, que logran comunicarse con el público y transmitir los mensajes clave, no solo sobre entretenimiento, sino también sobre una mentalidad moderna en torno a la salud, la actividad física y la tecnología.

La integridad deportiva es un pilar de un mercado regulado sólido. Hoy, EstrelaBet utiliza sistemas de IA que alcanzan hasta un 90% de precisión en la detección de comportamientos sospechosos, como el abuso de múltiples cuentas. ¿Cómo se utilizará esta tecnología para proteger la plataforma contra fraudes durante la alta volatilidad del Mundial?

El producto de apuestas es, esencialmente, la incertidumbre del futuro, ya sea en un juego online o en un evento deportivo.

Cualquier situación que intente garantizar un resultado futuro vacía la esencia del producto.

Por lo tanto, defender la integridad deportiva es extremadamente importante para nosotros en sí misma, y combinada con nuestra pasión por el deporte como plataforma de entretenimiento, nos hace aún más comprometidos con su protección.

Con tecnología y alianzas, somos capaces de monitorear comportamientos sospechosos y rastrear intentos de fraude en tiempo real.

Aunque el Mundial tiene el peso de ser el mayor evento deportivo, con todas las miradas puestas en él y, en consecuencia, reduciendo el riesgo de comportamientos sospechosos en el campo, es fundamental garantizar que tampoco haya influencia negativa en las operaciones, permitiendo que no solo la IA sino también el diálogo con los socios funcione de la mejor manera posible.

Con la Copa del Mundo realizándose en las Américas (EE. UU., México y Canadá), la zona horaria es extremadamente favorable para los apostadores brasileños. Sumado al avance del 5G, ¿cuál es la expectativa de EstrelaBet sobre la explosión de las apuestas en vivo (in-play betting) y los micro-momentos durante los partidos de Brasil?

El mercado brasileño ya utiliza predominantemente el teléfono móvil. Los partidos que se jugarán, muchas veces fuera del horario laboral, permitirán potenciar el acto de sentarse a ver un partido.

Por lo tanto, la tendencia es un aumento significativo de la actividad durante la Copa del Mundo, donde el factor social —estar con amigos, ver el partido juntos y apostar— jugará un papel importante.

Tu, Fellipe Fraga, como CBO de la marca, ha sido vocal sobre el hecho de que restringir excesivamente las plataformas licenciadas solo empuja a los usuarios hacia el mercado ilegal. Durante un evento con la magnitud de la Copa del Mundo, ¿cómo pueden el sector regulado y el gobierno trabajar juntos para educar al público y evitar la fuga de ingresos hacia operadores no licenciados?

La Copa del Mundo es una enorme oportunidad para el sector público en sentido amplio, no solo el regulador, sino también el Gobierno Federal e incluso los legisladores, para unir fuerzas en favor del sector regulado.

Solo a través de operaciones adecuadas es posible tener datos, acceso a información de comportamiento y una recaudación fiscal correcta que permita el desarrollo del país, junto con la promoción adecuada de iniciativas de juego responsable.

Esperamos que esta conciencia ayude a combatir un mercado ilegal que, si no se enfrenta, solo beneficiará a actividades ilícitas.

Para el mercado, la Copa del Mundo de 2026 es considerada el “Super Bowl extendido”. Tras el pitido final el 19 de julio, ¿cuál será el principal legado de este torneo de US$ 35 mil millones para el mercado brasileño de apuestas deportivas, considerando los avances en gobernanza, tecnología y protección del usuario final?

El Mundial de 2026 permitirá una comprensión completa del comportamiento del cliente en el mercado de apuestas.
Tendremos datos, resultados e información recopilada de las distintas iniciativas y estrategias que adopte el mercado.

El aumento del volumen permitirá validar las tesis de juego responsable e integridad deportiva, así como garantizar que los usuarios traten las apuestas como entretenimiento adecuado durante los momentos de ocio mientras ven los partidos.

The post Stellar Gaming y la mejor Copa de todos los tiempos appeared first on Americas iGaming & Sports Betting News.