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The Impact of Regulatory Changes on Media Buying in iGaming
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.
SSC Napoli, Champions of Italy, Aligns with Rabona in Long-Term Strategic Partnership
Rabona, a leading international sportsbook brand, has been named the Official Regional Betting Partner of SSC Napoli — the reigning champions of Italy and one of Europe’s most prestigious football clubs. This long-term partnership is set to commence on July, 2025.
The collaboration marks a significant alignment between two ambitious organizations, each known for their commitment to excellence, digital innovation, and loyal fan engagement. Following Napoli’s historic fourth Serie A title win in the 2024-25 season, this partnership comes at a high point for the club, offering Rabona access to one of the strongest brands in modern football.
“We are proud to welcome Rabona as SSC Napoli’s new European Betting Partner. This partnership marks an exciting chapter for our club, as it brings us even closer to the millions of Napoli fans across Europe,” stated Leonardo Giammarioli, Chief Global Business Officer at SSC Napoli. “We’re particularly enthusiastic about the spirit of innovation Rabona brings, and we look forward to exploring creative and engaging activations together that reflect the passion and ambition of our club and supporters.”
For Rabona, the partnership is a chance to put its full digital toolkit to work — supporting a world-class club that’s eager to deepen its bond with fans. This is exactly the kind of challenge the brand is built for. With powerful engagement tools, a tech-first mindset, and a passion for the game, Rabona is ready to deliver smart, high-impact solutions that match Napoli’s ambition — and bring real value to their community.
“We are genuinely excited about this partnership, it’s such a huge deal for us. Why? Because we’re fans too! Just look at the name of our brand. ‘Rabona’ refers to a unique football move, famously loved by the legendary Neapolitan captain No. 10. We are very happy to be able to share our digital solutions with Napoli’s supporters. Our mission is to connect fans with their idols, and we have all the tools. You’ll love our fresh ideas — from launching live streams with built-in interactivity to facilitating special moments IRL. Getting to bring the football community even closer is a dream come true.”
Rabona’s strategy is rooted in technology and innovation. Together with SSC Napoli, the brand is rolling out a suite of interactive experiences and activations designed to turn passive viewership into active engagement. These include:
- Real-time Q&A sessions with the players via interactive video streams
- Exclusive promotions and betting opportunities connected to club milestones
- Behind-the-scenes content and team insights distributed through Rabona and Napoli channels
- Localised campaigns tailored to European markets with strong fan engagement
This partnership also presents significant upside for Rabona’s affiliate and business networks. Associating with SSC Napoli — a club with global recognition and on-field momentum — enhances Rabona’s credibility, boosts brand equity, and creates a powerful narrative for audience acquisition in competitive betting markets. With a growing presence in key global markets and a digital-first product offering, Rabona will use this collaboration to deepen engagement with football audiences across Europe, elevate its brand profile, and deliver measurable business outcomes.
Beyond customer-facing gains, the deal positions Rabona as a case study in how sports betting brands can engage with top-tier clubs in ways that create long-term business value. This partnership goes beyond banner space and impressions, focusing instead on technology-led brand-building that respects the integrity of sport while delivering measurable returns.
The collaboration arrives at a time when both parties are accelerating their growth. For Napoli, it’s about maintaining momentum and increasing international reach. For Rabona, it’s an opportunity to anchor its presence in football culture while scaling its operations with authenticity and precision.
Rabona continues to demonstrate that it is more than just a sportsbook — it’s a digital partner capable of shaping the future of fan engagement and sports entertainment. With SSC Napoli by its side, the brand enters a new chapter defined by connection, creativity, and commercial potential.
Expressed through the slogan “Be Napoli. Play with Rabona,” the partnership celebrates the identity and passion of Napoli supporters, offering new ways to deepen their connection to the club they love.
Eager to find out more? Visit Rabona.com for full details.
The post Business Press Release (The Guardian, Gambling Commission, TalkSport) appeared first on European Gaming Industry News.
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Alea doubles down on cybersecurity with Continent 8’s full-spectrum assessment solutions
Continent 8’s Vulnerability Assessment and Penetration Testing, Security Audit and Vulnerability Scan services enable Alea to further strengthen the security and resilience of its iGaming platform
Continent 8 Technologies, the leading provider of global managed hosting, connectivity, cloud and cybersecurity solutions for the iGaming and online sports betting industry, announces that it has expanded its cybersecurity collaboration with Alea.
Building on its current programme of Vulnerability Assessment and Penetration Testing (VAPT) services with Continent 8, Alea – the award-winning casino game aggregator – has deepened its partnership with Continent 8 and its cybersecurity division, C8 Secure, by integrating Security Audit and Vulnerability Scan (V-Scan) services. This strategic initiative further enhances Alea’s cybersecurity posture and underscores the company’s ongoing investment in the resilience and integrity of its infrastructure.
The expanded cybersecurity assessment programme delivers a wide range of benefits for Alea and its operator network, including:
- Identifying, assessing and mitigating vulnerabilities in IT infrastructures, applications and networks
- Ensuring compliance with industry best practises and cybersecurity frameworks by evaluating security policies, procedures and governance
- Recognising new vulnerabilities, highlighting areas for improvement and prioritising remediation efforts
- Developing a customised roadmap for ongoing improvement to enhance cybersecurity posture and maturity
- Enhancing the trust and confidence of customers and partners by implementing industry-best cybersecurity measures
Eduard Fumás, CTO at Alea: “Security is built into everything we do at Alea. We’ve always believed that operators and their players deserve the highest level of protection. This is why we’ve invested in strong encryption, fraud prevention tools and a robust infrastructure from day one.
“Working with Continent 8 has helped us put that commitment to the test. Their expertise allows us to validate and strengthen our systems with confidence. We’re proud of how far we’ve come together, and even more excited about what’s next as we keep raising the bar and building a platform that our partners can trust completely.”
Patrick Gardner, Chief Security Officer at Continent 8 added: “As Alea continues to grow and expand, its proactive commitment to maintaining a secure iGaming aggregator platform becomes paramount. In our ongoing collaboration with Alea, we remain dedicated to fostering and supporting their cybersecurity initiatives – ensuring that both Alea and its extensive partner ecosystem stay protected, resilient and prepared.”
Continent 8 will be exhibiting at SBC Summit Lisbon, from 16-18 September at Stand C80.
The post Alea doubles down on cybersecurity with Continent 8’s full-spectrum assessment solutions appeared first on European Gaming Industry News.
SOFTSWISS, an international tech company in the iGaming industry, celebrates 16 years of growth and bold decisions. This year marks a new chapter in the company’s journey — with a strategic focus on strengthening its presence in emerging markets, accelerating global expansion, and obtaining new certifications across key jurisdictions.
The year 2025 is a turning point for the industry, with a long-awaited regulatory framework taking effect in several markets, including Brazil and Peru.
SOFTSWISS is the first company to secure certification for its flagship Game Aggregator in Brazil in late 2024. By early 2025, all products within the SOFTSWISS tech ecosystem – including the Jackpot Aggregator, Casino Platform, and Sportsbook – were certified for operation in this emerging market. This enabled both existing and new clients to expand in Brazil with full regulatory support, confidently.
With over 1,350 brands powered by SOFTSWISS solutions, the company continues to earn trust through its proven stability and performance, maintaining system uptime at 99.999% worldwide. As a testament to this success, SOFTSWISS has received 73 industry and business awards over the past five years, recognising excellence in product innovation, compliance, marketing, and employer branding.
This year, recognition extended to individual SOFTSWISS leaders, highlighting their growing influence beyond iGaming and into the broader tech and business landscape. Ivan Montik, Founder, received multiple prestigious business awards. Sergey Kastukevich, Deputy CTO, was named CTO of the Year at the Oracle Customer Excellence Awards, reaffirming SOFTSWISS’ technological leadership. Valentina Bagniya, CMO, earned several accolades for her outstanding contributions to marketing and industry influence.
In addition to its product and leadership achievements, the company continues to invest in industry development through educational and social initiatives. Notably, SOFTSWISS was the first in the iGaming sector to launch large-scale industry research, collecting and analysing data to produce open-access reports to support market maturity and transparency. The 2025 edition of the SOFTSWISS iGaming Trends Report became a record-breaker, reaching over 13,000 downloads and cementing the company’s role as a thought leader.
Beyond technology, SOFTSWISS invests in people and purpose, supporting charitable, educational, and CSR initiatives as part of its commitment to responsible growth. The company with offices in Malta and Georgia, development hubs in Poland, has also a remote team across 46 countries.
“Last year, we celebrated 15 years with our partners, clients, and team – and this past year brought new challenges that we’ve faced with confidence and clarity. While SOFTSWISS is, at its core, a technology company – driven by AI, automation, and innovation – I firmly believe our people shape the company’s long-term success. Technology accelerates progress, but talent, vision, and shared values make it sustainable,” says Ivan Montik, Founder of SOFTSWISS.
These values are deeply reflected in the company’s culture and HR approach, offering people the space to grow professionally, take initiative, and lead.
“Five years ago, SOFTSWISS had fewer than 500 employees. I was 19 and had only just started my career, with only one job behind me. That initial experience in audience growth and analytics brought me to SOFTSWISS, where I was mentored, given tools to learn, and encouraged to step up. Today, I lead the Data Office – a 24-person team that supports the company with trusted, consistent data.. Looking back, I couldn’t have imagined this path. But I’m living proof that at SOFTSWISS, real growth isn’t just encouraged – it is made possible,” shares Anna Ivanova, Head of Data Office.
As SOFTSWISS steps into its 17th year, one thing is clear: behind every product, every launch, and every success, there is a team of people driving it forward and they are just getting started.
The post SOFTSWISS Turns 16: Milestones That Defined the Year appeared first on European Gaming Industry News.
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