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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.
In the world of affiliate marketing, a little chaos is usually the norm. Managing dozens of websites across different regions often means endless firefighting. Enter Alexandros Michas, who was recently appointed as the Head of Website Operations at Media 24. In this interview, we talked with Alexandros about how he is replacing chaotic, site-by-site fixes with a single blueprint to turn standard affiliate sites into true digital platforms.
A few months ago, you were appointed as the Head of Website Operations at Media 24. To give our readers a look behind the scenes, what exactly does this role involve, and what are the main things you focus on in this position?
My job is to take the big-picture goals discussed with our CEO and figure out how we actually build them. I translate high-level business strategy into a concrete technical roadmap and take responsibility for it and everything that goes into our websites.
Day-to-day, I am leading our talented and experienced team of site managers. Together, we look at our portfolio of websites not just as platforms, but as products. We are constantly tweaking site functionality, brainstorming new product features, and upgrading the user experience. The ultimate goal is to move past standard affiliate landing pages and build something stickier. We want our websites to be the definitive, go-to destination where sports bettors in any given region don’t just visit once to find a bookmaker, but actively want to return to for value.
With dozens of websites in the portfolio, how do you prevent operational chaos? What does a scalable architecture look like for a modern affiliate house?
Honestly, if you treat every site like its own special project, you’ll drown in chaos overnight. The secret is standardisation.
Of course, every region has its own local specifics that we have to adapt to, and we do so by having locals as website managers. But underneath it all, we build everything on a single, shared blueprint. When we design a new feature, we don’t just build it for one site. We build it to level up the whole portfolio at once. It also makes expanding into a new market much easier. If a promising new region opens up tomorrow, we don’t have to start from scratch. We just drop in a product that’s already battle-tested and ready to go.
I’ve also set up teams around each GEO and manager, which include SEO specialists, content managers, and others, to ensure a smooth and efficient workflow.
Since you rely on a single blueprint, how do you manage the human element? How much freedom do your site managers have to experiment in their local markets versus sticking to the playbook?
Our site managers are the true experts in their specific regions, so they have total autonomy over their local content plans and figuring out what makes bettors in their area tick. They own that local strategy completely, while the blueprint just ensures they are building on a rock-solid foundation.
Because they are on the ground, I actually encourage them to constantly pitch product improvements. I always listen to their suggestions because a great idea shouldn’t just stay on one site. If a manager finds a feature that works incredibly well for their audience, we don’t just keep it there. We roll it into our core blueprint so the entire portfolio benefits from it.
The company has shifted toward building true digital platforms rather than just simple affiliate sites that rank. In practice, what is the biggest difference between those two approaches?
The biggest difference is value and retention. A simple affiliate site is transactional. It’s built entirely around SEO keywords just to capture a click, send the user to a sportsbook, and hope for a conversion. If Google tweaks its algorithm, that site is incredibly vulnerable because users have no real loyalty to it.
A digital platform, on the other hand, is an actual product. We aren’t just trying to get a click. We are trying to be a helpful place for the sports bettor. That means building features, community, and data hubs. It takes a lot more time and energy to maintain, but it turns a casual visitor into a loyal user. They don’t just find us on Google once. They bookmark the site and keep coming back because the product itself is valuable.
The World Cup is live right now. An event of this scale is a massive test for any affiliate. How did you approach the preparation for this global tournament from a product perspective, and what features did you ship to keep bettors engaged?
We knew the traffic spikes would be insane, so preparation actually started months ago. From a product perspective, the ultimate goal was instant utility. During a massive event like this, users want their information immediately, without any friction.
Feature-wise, we shipped an advanced match centre, a tournament bracket simulator, and worked heavily on upgrading our entire content strategy specifically for the World Cup. Because of the shared framework we talked about earlier, we didn’t have to build these tools site-by-site. Our blueprint allowed us to deploy these advanced features across all of our sports betting properties simultaneously, giving every region a premium product at the same time.
When the final whistle blows on the World Cup and we look back at the rest of 2026, what will have to happen for you to look back and say we absolutely nailed it?
On the data side, I want to look at our metrics and see a clear spike in returning users. That will be the ultimate proof that our platform strategy is actually working.
But our upgrades and feature improvements don’t just stop with the World Cup. We already have plenty of things in the pipeline, and we are planning a massive push right before the main European leagues kick off late this summer.
At the end of the day, I’ll know we nailed it if our site managers are effortlessly launching these new features, seeing the direct results of their work, and feeling like they have the absolute best tools in the industry to win their markets. That would be proof that we didn’t just build websites. We built a highly scalable affiliate product.
The post Alexandros Michas on Building Platforms, Not Pages appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.
In the world of affiliate marketing, a little chaos is usually the norm. Managing dozens of websites across different regions often means endless firefighting. Enter Alexandros Michas, who was recently appointed as the Head of Website Operations at Media 24. In this interview, we talked with Alexandros about how he is replacing chaotic, site-by-site fixes with a single blueprint to turn standard affiliate sites into true digital platforms.
A few months ago, you were appointed as the Head of Website Operations at Media 24. To give our readers a look behind the scenes, what exactly does this role involve, and what are the main things you focus on in this position?
My job is to take the big-picture goals discussed with our CEO and figure out how we actually build them. I translate high-level business strategy into a concrete technical roadmap and take responsibility for it and everything that goes into our websites.
Day-to-day, I am leading our talented and experienced team of site managers. Together, we look at our portfolio of websites not just as platforms, but as products. We are constantly tweaking site functionality, brainstorming new product features, and upgrading the user experience. The ultimate goal is to move past standard affiliate landing pages and build something stickier. We want our websites to be the definitive, go-to destination where sports bettors in any given region don’t just visit once to find a bookmaker, but actively want to return to for value.
With dozens of websites in the portfolio, how do you prevent operational chaos? What does a scalable architecture look like for a modern affiliate house?
Honestly, if you treat every site like its own special project, you’ll drown in chaos overnight. The secret is standardisation.
Of course, every region has its own local specifics that we have to adapt to, and we do so by having locals as website managers. But underneath it all, we build everything on a single, shared blueprint. When we design a new feature, we don’t just build it for one site. We build it to level up the whole portfolio at once. It also makes expanding into a new market much easier. If a promising new region opens up tomorrow, we don’t have to start from scratch. We just drop in a product that’s already battle-tested and ready to go.
I’ve also set up teams around each GEO and manager, which include SEO specialists, content managers, and others, to ensure a smooth and efficient workflow.
Since you rely on a single blueprint, how do you manage the human element? How much freedom do your site managers have to experiment in their local markets versus sticking to the playbook?
Our site managers are the true experts in their specific regions, so they have total autonomy over their local content plans and figuring out what makes bettors in their area tick. They own that local strategy completely, while the blueprint just ensures they are building on a rock-solid foundation.
Because they are on the ground, I actually encourage them to constantly pitch product improvements. I always listen to their suggestions because a great idea shouldn’t just stay on one site. If a manager finds a feature that works incredibly well for their audience, we don’t just keep it there. We roll it into our core blueprint so the entire portfolio benefits from it.
The company has shifted toward building true digital platforms rather than just simple affiliate sites that rank. In practice, what is the biggest difference between those two approaches?
The biggest difference is value and retention. A simple affiliate site is transactional. It’s built entirely around SEO keywords just to capture a click, send the user to a sportsbook, and hope for a conversion. If Google tweaks its algorithm, that site is incredibly vulnerable because users have no real loyalty to it.
A digital platform, on the other hand, is an actual product. We aren’t just trying to get a click. We are trying to be a helpful place for the sports bettor. That means building features, community, and data hubs. It takes a lot more time and energy to maintain, but it turns a casual visitor into a loyal user. They don’t just find us on Google once. They bookmark the site and keep coming back because the product itself is valuable.
The World Cup is live right now. An event of this scale is a massive test for any affiliate. How did you approach the preparation for this global tournament from a product perspective, and what features did you ship to keep bettors engaged?
We knew the traffic spikes would be insane, so preparation actually started months ago. From a product perspective, the ultimate goal was instant utility. During a massive event like this, users want their information immediately, without any friction.
Feature-wise, we shipped an advanced match centre, a tournament bracket simulator, and worked heavily on upgrading our entire content strategy specifically for the World Cup. Because of the shared framework we talked about earlier, we didn’t have to build these tools site-by-site. Our blueprint allowed us to deploy these advanced features across all of our sports betting properties simultaneously, giving every region a premium product at the same time.
When the final whistle blows on the World Cup and we look back at the rest of 2026, what will have to happen for you to look back and say we absolutely nailed it?
On the data side, I want to look at our metrics and see a clear spike in returning users. That will be the ultimate proof that our platform strategy is actually working.
But our upgrades and feature improvements don’t just stop with the World Cup. We already have plenty of things in the pipeline, and we are planning a massive push right before the main European leagues kick off late this summer.
At the end of the day, I’ll know we nailed it if our site managers are effortlessly launching these new features, seeing the direct results of their work, and feeling like they have the absolute best tools in the industry to win their markets. That would be proof that we didn’t just build websites. We built a highly scalable affiliate product.
The post Alexandros Michas on Building Platforms, Not Pages appeared first on Americas iGaming & Sports Betting News.
In the world of affiliate marketing, a little chaos is usually the norm. Managing dozens of websites across different regions often means endless firefighting. Enter Alexandros Michas, who was recently appointed as the Head of Website Operations at Media 24. In this interview, we talked with Alexandros about how he is replacing chaotic, site-by-site fixes with a single blueprint to turn standard affiliate sites into true digital platforms.
A few months ago, you were appointed as the Head of Website Operations at Media 24. To give our readers a look behind the scenes, what exactly does this role involve, and what are the main things you focus on in this position?
My job is to take the big-picture goals discussed with our CEO and figure out how we actually build them. I translate high-level business strategy into a concrete technical roadmap and take responsibility for it and everything that goes into our websites.
Day-to-day, I am leading our talented and experienced team of site managers. Together, we look at our portfolio of websites not just as platforms, but as products. We are constantly tweaking site functionality, brainstorming new product features, and upgrading the user experience. The ultimate goal is to move past standard affiliate landing pages and build something stickier. We want our websites to be the definitive, go-to destination where sports bettors in any given region don’t just visit once to find a bookmaker, but actively want to return to for value.
With dozens of websites in the portfolio, how do you prevent operational chaos? What does a scalable architecture look like for a modern affiliate house?
Honestly, if you treat every site like its own special project, you’ll drown in chaos overnight. The secret is standardisation.
Of course, every region has its own local specifics that we have to adapt to, and we do so by having locals as website managers. But underneath it all, we build everything on a single, shared blueprint. When we design a new feature, we don’t just build it for one site. We build it to level up the whole portfolio at once. It also makes expanding into a new market much easier. If a promising new region opens up tomorrow, we don’t have to start from scratch. We just drop in a product that’s already battle-tested and ready to go.
I’ve also set up teams around each GEO and manager, which include SEO specialists, content managers, and others, to ensure a smooth and efficient workflow.
Since you rely on a single blueprint, how do you manage the human element? How much freedom do your site managers have to experiment in their local markets versus sticking to the playbook?
Our site managers are the true experts in their specific regions, so they have total autonomy over their local content plans and figuring out what makes bettors in their area tick. They own that local strategy completely, while the blueprint just ensures they are building on a rock-solid foundation.
Because they are on the ground, I actually encourage them to constantly pitch product improvements. I always listen to their suggestions because a great idea shouldn’t just stay on one site. If a manager finds a feature that works incredibly well for their audience, we don’t just keep it there. We roll it into our core blueprint so the entire portfolio benefits from it.
The company has shifted toward building true digital platforms rather than just simple affiliate sites that rank. In practice, what is the biggest difference between those two approaches?
The biggest difference is value and retention. A simple affiliate site is transactional. It’s built entirely around SEO keywords just to capture a click, send the user to a sportsbook, and hope for a conversion. If Google tweaks its algorithm, that site is incredibly vulnerable because users have no real loyalty to it.
A digital platform, on the other hand, is an actual product. We aren’t just trying to get a click. We are trying to be a helpful place for the sports bettor. That means building features, community, and data hubs. It takes a lot more time and energy to maintain, but it turns a casual visitor into a loyal user. They don’t just find us on Google once. They bookmark the site and keep coming back because the product itself is valuable.
The World Cup is live right now. An event of this scale is a massive test for any affiliate. How did you approach the preparation for this global tournament from a product perspective, and what features did you ship to keep bettors engaged?
We knew the traffic spikes would be insane, so preparation actually started months ago. From a product perspective, the ultimate goal was instant utility. During a massive event like this, users want their information immediately, without any friction.
Feature-wise, we shipped an advanced match centre, a tournament bracket simulator, and worked heavily on upgrading our entire content strategy specifically for the World Cup. Because of the shared framework we talked about earlier, we didn’t have to build these tools site-by-site. Our blueprint allowed us to deploy these advanced features across all of our sports betting properties simultaneously, giving every region a premium product at the same time.
When the final whistle blows on the World Cup and we look back at the rest of 2026, what will have to happen for you to look back and say we absolutely nailed it?
On the data side, I want to look at our metrics and see a clear spike in returning users. That will be the ultimate proof that our platform strategy is actually working.
But our upgrades and feature improvements don’t just stop with the World Cup. We already have plenty of things in the pipeline, and we are planning a massive push right before the main European leagues kick off late this summer.
At the end of the day, I’ll know we nailed it if our site managers are effortlessly launching these new features, seeing the direct results of their work, and feeling like they have the absolute best tools in the industry to win their markets. That would be proof that we didn’t just build websites. We built a highly scalable affiliate product.
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