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The Impact of Regulatory Changes on Media Buying in iGaming

Published

1 year ago

February 10, 2025

George Miller

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

Reading Time: 6 minutes

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

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

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

How Regulations Shape Ad Creatives in iGaming

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

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

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

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

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

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

The Paradox: Regulation Enhances Safety but Fuels the Gray Market

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

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

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

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

The Value and Strategic Advantage of Media Buying in Regulated Markets

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

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

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

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

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

And a perspective from Soft2Bet:

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

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

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

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

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

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

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

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

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

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

The Impact of Regulations on Influencer and Streaming Marketing

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

To adapt, agencies have found creative solutions:

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

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

Conclusion

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

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

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

Amusnet

Week 7/2026 slot games releases

Published

11 hours ago

February 13, 2026

Wladimir P.

Here are this weeks latest slots releases compiled by Eastern European Gaming

Spinomenal has launched its newest exciting venture, Volcano Power – Hold & Hit 3×3. The 3×3 reels of Volcano Power – Hold & Hit 3×3 are enclosed in a glowing golden frame on a surface of lava, shimmering embers, and volcanic stones. From the initial spin, players are captivated by a powerful, exhilarating soundtrack that conjures the explosive energy of a volcanic eruption.

Volcano Power — Hold & Hit 3x3 from Spinomenal

BGaming is honoring the Chinese New Year this February by launching three new games themed around Chinese culture. This is the most recent in a series of seasonal promotional game collections launched by the studio. It comes after the successful releases of the Xmas, Halloween, Oktoberfest, and Valentine’s promotional sets in 2025.

Ring in the Chinese New Year with BGaming’s Seasonal Promotion

History is shaped by those who win, but in Medusa vs Perseus: Stone Duel, the new slot from sought-after iGaming creator ICONIC21, the result lies with the player. Transforming one of history’s most renowned rivalries into a 5×5 grid format, ICONIC21 offers a game characterized by intensity, impressive visuals, and clear mechanics.

Enter the sands of history with Cairo Dice from Amusnet, where the allure of Ancient Egypt blends with the lively spirit of contemporary gaming. Drawing from tales of formidable pharaohs, divine deities, and forgotten riches, this visually stunning dice slot game immerses players in the essence of a golden desert kingdom, filled with symbols of wealth and enigma.

Amusnet’s Cairo Dice Takes Players on an Exciting Expedition

Relax Gaming has released Olympus 7’s Dream Drop, a mythological masterpiece containing high-voltage jackpot potential. Set against a backdrop of ancient legend, the new title features a 6×4 grid where the gods of old command six electrifying mini slot games.

TaDa Gaming introduces a fresh and engaging experience with Gallina Fortunata. Designed in portrait mode and built for fast, intuitive play, this innovative release blends reel-based gameplay with a flexible cashout mechanic, giving players full control over when to collect their winnings.

Blueprint Gaming has finalized a significant licensing deal with Warner Bros. Discovery Global Experiences (WBDGE) to create a collection of online slot games inspired by Game of Thrones, one of the most iconic entertainment franchises globally. The agreement encompasses upcoming titles influenced by House of the Dragon, contributing to a long-term strategy of high-quality, IP-driven launches.

Blueprint Gaming Lays Out Release Plan for Game of Thrones Slots

Gaming Corps has enhanced its slot collection with the launch of Wild Woof Returns, a follow-up to the popular Wild Woof game that elevates the original’s feature-rich gameplay. Wild Woof Returns immerses players directly into a cartoon-themed Wild West, as Sheriff Woof Garret pursues the notorious Feline Four once more.

Gaming Corps heads back to the Wild West with Wild Woof Returns

Get ready to immerse yourself in a realm of influence, passion, and fortune in Hidden Treasures of Rome: Cleopatra’s Love – the sophisticated latest release from coveted software developer Swintt’s Premium collection where empires converge and the bounty of a kingdom is poised for victory!

ENJOY has enhanced its growing slot collection with the launch of Diamond Slam, an exciting and powerful new game that combines traditional slot charm with contemporary jackpot-oriented mechanics. The small 3×3, 5 fixed payline slot embodies the allure of classic fruit machines with colorful fruit icons, seamless animations, and a lively backdrop, producing a dynamic and engaging environment.

ENJOY debuts Diamond Slam, the next must-play in its jackpot portfolio

Amusnet has released 40 Vampire Beast, a chilling new video slot that drags players straight into a gothic nightmare – where every spin pulses with tension, mystery and untamed power. Built on 40 fixed paylines, the game delivers relentless action amplified by Expanding Wilds and a fearsome multiplier feature that can turn a single spin into a monstrous reward.

Booming Games has introduced Gold Gold Gold Hold and Win this week. The game features a 5×3 layout with 25 paylines, offering significant risks with a top payout of 2,000 times the wager. Offering instant cash prizes at the end of each spin, Gold Gold Gold Hold and Win delivers an exceptional experience for players in search of high-stakes excitement.

Treasure Hunt Revival — Booming Games Launches Gold Gold Gold Hold and Win

ELA Games has officially launched its newest slot, Tea Party of Fortune. Now accessible throughout the studio’s complete partner network, this story-driven title welcomes players into a Secret Garden where engaging mechanics blend with a beloved fairytale theme.

Discover whether there are truly pots of gold at the end of the rainbow in Red Papaya’s newest slot featuring Free Spins, Cash Prizes, Jackpots, Collects, and Wilds to uncover during your gameplay. Do pots of gold truly exist at the rainbow’s end? The only method to discover is to spin the reels on Lucky Rainbow Rush, the newest slot by Red Papaya.

Red Papaya Presents: Lucky Rainbow Rush Adventure

Love on the Reels: Slotland Introduces "Aphrodite’s Kiss"

The post Week 7/2026 slot games releases appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

Aphrodite’s Kiss

Love on the Reels: Slotland Introduces “Aphrodite’s Kiss”

Published

11 hours ago

February 13, 2026

Wladimir P.

love-on-the-reels:-slotland-introduces-“aphrodite’s-kiss”

A Perfect Union – Enjoy love with 25 Free Spins and a 90% Match Bonus available to All Players.

Just in time for Valentine’s Day, Slotland.eu encourages players to enjoy a hint of legendary enchantment with the debut of its whimsical new slot, Aphrodite’s Kiss. Drawing inspiration from the timeless Greek goddess of love and beauty, this game combines romantic charm with the possibility of lofty rewards. Every participant is encouraged to experience this with 25 FREE SPINS and a 90% Match Bonus, while VIP members enjoy a 120% Match—promotions valid until February 17th.

Designed with a gentle, whimsical mix of pink and gold, the 3×3 reel collection drifts amidst ethereal clouds. The goddess, wearing a crown of flowers, sends a kiss to the symbols—a golden harp, olive branch, and grand Pegasus—establishing an enchanting, romantic atmosphere.

“Aphrodite’s Kiss captures the essence of passion and chance,” said Michael Hilary, Slotland Manager. “It’s a perfect, heartfelt game for the season, where a single kiss—or spin—can trigger divine surprises.”

Gameplay Features:

Mystery Bonus: A single MYSTERY scatter on the 2nd reel instantly awards a random Coin Win, paid directly to your cash balance, or triggers the coveted Free Spins round.
Heavenly Free Spins: This bonus round begins with a random number of spins, featuring an ever-increasing win multiplier that grows with each spin.
Wild Pays: The Wild symbol appears in both base play and bonuses, with a 3x wild combination paying a 2000x the bet.

Aphrodite’s Kiss is a straightforward yet engaging 10-payline slot made for smooth mobile gaming in both vertical and horizontal orientations, with wagering options ranging from $1 to $10.

Aphrodite’s Kiss debuts on sister site CryptoWins.com, featuring match bonus promotions available until February 22, along with CryptoSlots.com and Winaday.eu.

Allow affection to turn the wheels. Explore Aphrodite’s Kiss now at Slotland, Winaday, CryptoSlots, and CryptoWins:

SLOTLAND

25 FREE SPINS
* Redeem: 1x, Valid: Aphrodite’s Kiss, Wager on Winnings: 28x on all slots, Max Cashout: $100
* Depositing players only
* Bonus Code: LOVESPINS

UP TO 120% MATCH
* 120% For Gold VIP, 110% for Silver VIP, 100% for Bronze VIP, 90% for all
* On deposits $25 – $500
* Redeem: 2x per day, Wager: 25x, Valid: All slots & keno
* Bonus Code: MORELOVE

Promo valid February 13 – 17, 2026: https://www.slotland.eu/en/promotions#new-game-aphrodites-kiss

CRYPTOWINS

MYSTERY LOVE MATCH
* Redeem: 3x per day, Wager: 35x, Valid: Aphrodite’s Kiss
* Bonus Code: MYSTERY

UP TO $115 LOVE MATCH
* On deposits $115 on $200 – $299, $75 on $100 – $199, $35 on $25 – $99
* Redeem: 4x per day, wager: 37x, Valid: Slotland Ent. Games
* Bonus Code: MORELOVE

Promo valid February 14 – 22, 2026: https://www.cryptowins.com/en/new-games

The post Love on the Reels: Slotland Introduces “Aphrodite’s Kiss” appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

Boomerang Partners

Boomerang Partners announces the launch of the exclusive TIME TO WIN tournament for affiliates

Published

12 hours ago

February 13, 2026

Wladimir P.

boomerang-partners-announces-the-launch-of-the-exclusive-time-to-win-tournament-for-affiliates

Boomerang Partners has launched an exclusive affiliate tournament timed to coincide with a pivotal stretch of the 2026 global sports calendar. Running until 31 March, the activation operates under the TIME TO WIN concept — the strategic framework underpinning the company’s collaboration with its Official Regional Partner, AC Milan, throughout the Year of Sports.

The 2026 calendar features a concentration of major competitions, including the FIFA World Cup 2026 and the Olympic Winter Games Milano Cortina 2026. Positioned across February and March — one of the season’s most commercially active periods — the tournament is designed to help sports-focused affiliates capitalize on heightened engagement.

TIME TO WIN tournament prizes

Following a teaser campaign featuring AC Milan players Ruben Loftus-Cheek, Alexis Saelemaekers, Christian Pulisic, Adrien Rabiot and Rafael Leão, Boomerang Partners confirmed 12 February as the official launch date. The tournament is hosted on the AC Milan Hub, a digital platform created within the partnership between Boomerang Partners and the Club.

Participants can unlock prize draws by reaching specified point thresholds. Available rewards include match experiences and exclusive club-related trips, such as visits to Milanello Sports Center.

Prize categories include:

TIME TO WIN merchandise packs for teams
Official AC Milan jerseys signed by players
Match trip for AC Milan vs Cagliari
Match trip for AC Milan vs Juventus with pre-match access
Exclusive Milanello experience for affiliate teams

Affiliates earning at least 100 points will also receive bonus points toward the Golden Boomerang Awards 2026.

Participation mechanics

The competition runs from 12 February to 31 March 2026. During this period, affiliates complete tasks across designated segments, accumulate points and progressively unlock access to five prize draws. Activities include social media initiatives, surveys and collaborative promotional efforts coordinated through the AC Milan Hub.

The role of the AC Milan Hub

The AC Milan Hub serves as the central platform for all TIME TO WIN initiatives. Designed as an integrated digital ecosystem, it combines campaign tools, interactive mechanics and access to exclusive club-related experiences. While the tournament represents the flagship activation for Q1 2026, the Hub will host additional partnership initiatives throughout the year.

By embedding the competition within this platform, Boomerang Partners expands the value of participation beyond a standalone performance challenge, positioning affiliates within a broader brand collaboration framework.

Strategic support for affiliates

Participants also gain access to Boomerang Partners’ Sports Marketing & Betting Calendar 2026 — a practical planning resource that outlines tournament cycles, regional sports trends and campaign timing strategies. The guide provides structured insights into market behaviour, enabling affiliates to approach peak sporting periods with data-driven precision.

TIME TO WIN as a strategic framework

TIME TO WIN represents the overarching concept guiding Boomerang Partners’ 2026 partnership with AC Milan. More than a campaign theme, it reflects a shared emphasis on performance, ambition and long-term growth. The concept is designed to support multiple activations throughout the sports season, extending beyond traditional sponsorship formats.

Affiliates are encouraged to prepare campaigns in advance to maximize results during the tournament window.

About Boomerang Partners

Boomerang Partners is a global marketing agency and Official Regional Partner of AC Milan. The company launched the Golden Boomerang Awards in 2024, with more than 400 affiliate teams participating in its 2025 season. Its partner network spans more than 40 markets, offering affiliate and entertainment services supported by localized solutions and multilingual customer support.

The post Boomerang Partners announces the launch of the exclusive TIME TO WIN tournament for affiliates appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.