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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.
RESPWNED and LOTUS 8 have signed a partnership to launch the GIRLGAMER Winnipeg Festival in 2026, marking the GIRLGAMER Esports Festival brand’s expansion into Canada.
RESPWNED manages the GIRLGAMER Esports Festival brand, while LOTUS 8 is a Canada-based company focused on event development and partnerships. The companies said they will jointly develop and deliver the Winnipeg event, combining global esports IP management, event production, commercial partnerships, and local execution.
“This partnership represents an exciting milestone for GIRLGAMER as we continue to expand globally and bring our platform to new audiences,” said Tiago Fernandes, Managing Partner at RESPWNED. “Canada is a dynamic and fast-growing Esports market, and we are proud to collaborate with LOTUS 8 to deliver a meaningful and impactful event experience.”
Steven Vuong, representing LOTUS 8, added: “We are thrilled to partner with RESPWNED to bring the GIRLGAMER Festival to Canada. This collaboration reflects a shared vision of building inclusive, high-quality esports experiences while creating strong commercial and community value. Together, we are laying the foundation for a standout event in 2026.”
The GIRLGAMER Winnipeg Festival is planned as a family-oriented event with business networking, brand activations, and community programming, and is expected to include international and local talent. Additional details, including dates, venue, and participating partners, will be announced in the coming months.
The post RESPWNED partners with LOTUS 8 to bring GIRLGAMER festival to Winnipeg in 2026 appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
Sports marketing used to be relatively straightforward. Major sports events – from international tournaments to league finals – meant big audiences, and visibility was often enough to drive results.
By 2026, that model is no longer enough. Competition for sports traffic has intensified, acquisition costs have increased, and audiences have become more selective in how they engage. Being present around major sports events is no longer a differentiator – everyone is there.
What matters now is not just how brands capture attention, but how they choose to work with it.
This shift is especially visible in affiliate-driven environments. As brands rethink how they engage sports audiences – and face tighter regulation and greater competition – affiliate strategies have to adapt just as quickly.
Performance is measured in real time, with teams competing under the same conditions and reacting to the same events.
This is where new formats and mechanics start to matter. Earlier this year, Boomerang Partners, a sports-focused affiliate program, brought together affiliate teams as part of the TIME TO WIN affiliate tournament.
The insights in this article come from real partner activity – from day-to-day campaign work to what teams tested during the TIME TO WIN tournament.
It’s no longer campaign-driven
The way sports marketing works is no longer built around campaigns. It’s built around behavior. What used to be planned weeks in advance now shifts during the event itself. Timing changes. Messaging changes. Sometimes, even the format changes.
The shift is simple: marketing is no longer planned around events – it adapts to them continuously, with messaging, concepts, and storytelling evolving from one moment to the next. These shifts don’t just affect how brands work with players – they also reshape how affiliate partners operate. As a result, partners have to adapt their strategies, formats, and approaches to engagement.
Personalization plays a big role here. Not as a feature, but as a baseline. Generic offers don’t hold attention anymore. If it’s not relevant to what the user is watching or reacting to, it gets ignored.
This is also changing how sponsorships work. Visibility still matters, but it’s no longer enough on its own. Brands are moving into formats that go beyond the match – content, integrations, and ongoing digital touchpoints.
At the same time, the space has expanded. Sports, esports, streaming – they now compete for the same attention, alongside a much broader set of content and digital experiences.
That makes timing harder. Big tournaments still drive peaks, but the build-up and the drop-off matter just as much. Planning around these moments is becoming more data-driven. Earlier this year, Boomerang Partners introduced its Sports Marketing and Betting Calendar 2026, built to map those patterns and help affiliates align campaigns with key moments and make more informed decisions around their strategy. In practice, partners use it to plan ahead for major events, streamline research, and structure content around both high-demand and niche sports.
From watching to reacting
Audience behavior has changed faster than most strategies – and it becomes especially visible in live, competitive environments.
During the TIME TO WIN tournament, this shift was hard to miss. Affiliate teams worked with sports traffic in real time, around live events, where attention moved constantly, and decisions were made on the spot.
Watching sport is no longer passive. During major matches, users follow the game while checking odds, reacting to moments, and switching between platforms. The second screen is no longer secondary – it’s part of the experience.
In practice, this meant that teams competing in the tournament had to adapt quickly – reacting to live moments, adjusting content, and aligning campaigns with audience behavior in real time.
That changes how campaigns are built. Timing matters more. Missing the moment often means losing the user.
Content is changing as well – and fast. Short-form formats capture a growing share of attention, especially among younger audiences. The full match is no longer the only point of engagement.
Behavior is becoming more social. Communities form around events – not just around teams, but around the experience itself.
Olesea Naidion, Brand Manager at Nightrush, TIME TO WIN participant, noted:
“The biggest shift I’ve noticed is that audiences don’t just ‘watch’ sports anymore – they’re actively participating. During major matches, people react to every moment – every corner, every substitution, every momentum shift.
The second-screen behavior is fascinating. Fans have their phones out the entire time – checking odds, chatting, and reacting on social media while the match is happening.
The traditional ‘sit back and watch’ experience is no longer how a large part of the audience engages with sport.”
What actually matters now
Not all traffic is equal anymore. Volume still matters, but it no longer defines success. What matters is what happens after the click – how fast users convert, how long they stay, and whether they come back.
This shift was clearly visible during the TIME TO WIN tournament. When campaigns ran around real-time events, performance was measured differently. There was no long funnel – the decision happened immediately, or not at all.
In practice, traffic and performance closely followed the sports calendar. Early peaks aligned with major tournaments, while quieter periods – such as international breaks – led to visible slowdowns. Consistent spikes on weekends also highlighted how closely user activity tracked live-event density.
Conversion has become time-sensitive. Delays cost results.
Retention matters more now. Acquiring users is more expensive, and users have more options. If they don’t see value quickly, they move on.
As a result, performance is evaluated differently. Impressions and reach are no longer enough to justify spending. What matters is whether activity turns into deposits, bets, and repeat engagement.
Olesea Naidion, Brand Manager at Nightrush, TIME TO WIN participant, commented:
“Engagement rate, conversion velocity, and customer lifetime value have become the most critical metrics. Impressions don’t pay the bills — action does.
We need to understand if content drives real behavior in real time, especially during live events when the conversion window is minutes, not days.”
What defines success
Sustaining results has become harder. Strong performance can still happen in short bursts. But without consistency, it doesn’t hold. The gap between short-term gains and long-term growth is becoming more visible.
What separates teams now is not access to traffic or events. It’s how that traffic is handled – how quickly it converts, how long it stays, and whether it returns.
That shifts the focus from individual campaigns to the full user journey. Acquisition, conversion, and retention are no longer separate – they have to work as a single system.
This is also reflected in how partners performed in the TIME TO WIN tournament. Even beyond the initial launch phase, participation continued to build, showing that sustained performance – not just early momentum – defines success.
When that connection breaks, performance drops just as quickly as it grows.
Anete Dunina, Head of Sales at Revpanda Group, TIME TO WIN participant, noted:
“Success in sports marketing will be defined by control over the full user journey. It’s about acquiring, converting, and retaining the right users, not just traffic.
Short-term wins don’t build long-term business.”
The shift is already visible across the market. It goes beyond marketing – reflecting broader changes in how sport is consumed, how brands operate, and how affiliate ecosystems evolve. Those who can adapt to it consistently will shape what sports marketing looks like next.
About Boomerang
Boomerang Partners is a rapidly growing global marketing agency offering a wide range of services. Boomerang Partners is an Official Regional Partner of AC Milan. In 2024, it launched the inaugural Golden Boomerang Awards – a global tournament for affiliate teams. More than 400 affiliate teams participated in the second season of the tournament in 2025. Partners of the Agency launched six new products in 2024-2025, contributing to a nearly 1.5-fold increase in product users.
The Agency’s clients’ portfolio contains 10+ brands offering affiliate and entertainment services across 40+ markets in compliance with local regulations. These products provide incentive programs and 24/7 multilingual support.
The post Boomerang Partners’ case study: exploring the new rules of sports marketing appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
Kaizen Gaming has won three operator awards at the SBC Awards Europe 2026, held during SBC Summit Malta on Thursday, 30 April. The company, which owns the Betano online sports betting and gaming brand, picked up “Sportsbook Operator of the Year”, “Casino Operator of the Year” and “Operator Innovation in Gaming”.
Christos Tzalavras, Kaizen Gaming’s Chief Product Officer, said: “Customer experience has been the foundation for Betano’s international success over the years. We concentrate our efforts in optimising it and bringing in new innovations that advance our capabilities, differentiate us from the competition and make the Betano experience unique for our users. These awards represent that exact philosophy. Managing to stand out among fierce competition within the European igaming landscape is a great honour. We would like to thank the awards’ judges for the recognition and our people for making it possible. We are more driven than ever, and are working to ensure that we provide a top-tier experience for everyone who entrusts us with their entertainment, across every market where we operate.”
Earlier in 2026, Kaizen Gaming announced it had acquired UK-based, AI-driven sports trading and analytics provider GameplAI. The company said it will integrate GameplAI’s features to strengthen its in-house capabilities across sports trading, player markets and performance analytics for Betano.
Kaizen Gaming also highlighted Betano’s European sponsorship portfolio, including the UEFA Europa League and the UEFA Conference League, plus club deals with FC Bayern München, Aston Villa FC, FC Porto, Sporting CP, SL Benfica, AC Sparta Praha, FCSB and Brøndby IF.
The post Kaizen Gaming wins three operator awards at SBC Awards Europe 2026 appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
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