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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.
Anton Eshtokin
Anton Eshtokin, Chief Marketing Officer at Boomerang Partners: The companies shaping iGaming are the ones willing to experiment
1. Anton, you have been shortlisted for the Casino Guru Awards 2026 in the iGaming Changemaker of the Year category. What was your first reaction when you heard the news?
It is a great honor. My first reaction was gratitude – both to the organizers and, most importantly, to the team at Boomerang Partners and our affiliate partners worldwide. Initiatives like ours are never the result of one person’s work; they are built by a strong team and a community that shares the same vision.
For me personally, this nomination also recognizes the direction we have been building over the past few years – focusing on sports-driven affiliate marketing, investing in data and analytics, and creating initiatives that bring real value to partners. It’s rewarding to see that these efforts resonate with the industry.
2. How do you personally interpret the term changemaker in the context of the iGaming industry? What, in your opinion, distinguishes the people who truly drive change in the market?
In our industry, a changemaker is someone who doesn’t just follow market trends but helps shape them.
In my view, the key difference is mindset. Many people focus on short-term performance. Changemakers think about how the industry will evolve in the next few years and start building for that future earlier than others.
They also take responsibility for launching new ideas. Not every initiative has a clear precedent in our industry. But progress often comes from testing new formats, new partnerships, and new ways of working with affiliates.
The companies shaping iGaming are the ones willing to experiment.
3. Looking back at the past year, which initiatives or projects do you believe may have contributed to this nomination?
I believe the nomination reflects several initiatives our team developed over the past year.
One of the most visible projects was the second season of the Golden Boomerang Awards. We turned it into a large global affiliate tournament, with the final ceremony held at San Siro Stadium. In September and October, we also launched the Golden Boomerang League, our first affiliate tournament fully focused on sports traffic.
We also prepared the launch of the Sports Marketing & Betting Calendar 2026, a strategic guide where we shared our internal analytics and insights on sports traffic. The idea was to give affiliates a practical tool to plan campaigns around major sports events and traffic peaks throughout the year.
4. As the CMO of Boomerang Partners, how would you describe the company’s core philosophy when it comes to building and developing a partnership ecosystem?
Our core philosophy is simple: there is no universal model for working with affiliates. Every partner has a different traffic source, audience, and growth strategy, so our approach is always personalized.
Today, we work with more than 3,000 affiliate partners worldwide, and their number grew by 10% year-over-year in 2025. Managing an ecosystem of that scale is only possible if you treat partnerships as individual relationships rather than a standardized process.
5. Boomerang Partners continues to expand across international markets. What values and principles form the foundation of the company’s growth strategy?
Our growth strategy is built around long-term thinking. We are not focused on short-term expansion but on building a brand that partners trust and want to work with for years.
The second principle is specialization. Our ambition is to become the world’s leading sports-focused affiliate program. Sports traffic requires deep expertise, strong analytics, and a clear understanding of seasonality and audience behavior, so we invest heavily in these areas.
Visibility and industry leadership are also important. Our marketing activations at major industry events often attract strong attention, and over time, we see similar formats appearing across the market. For us, that’s a sign that we’re not just participating in the industry conversation but helping shape it.
6. The affiliate landscape is becoming increasingly competitive. From your perspective, what makes Boomerang Partners stand out as an ecosystem for partners?
For us, the key difference is how we approach partnerships. We don’t treat affiliates as traffic sources – we treat them as long-term partners.
As I said earlier, today, our ecosystem includes more than 3,000 affiliate partners worldwide, and maintaining relationships at that scale requires a highly personalized approach. We focus on understanding how each partner works and what helps them grow, whether that means analytics, marketing support, or joint campaigns around major sports events.
In affiliate marketing, strong ecosystems are built on relationships, not transactions.
7. The iGaming industry is evolving rapidly. Which trends do you believe are currently shaping the future of marketing and brand development in the sector?
The industry is becoming much more brand-driven. A few years ago, marketing in our sector was mostly performance-focused. Today, companies are investing much more in brand visibility, partnerships, and long-term positioning.
Another important shift is the growing role of sports in affiliate marketing. Major sporting events create natural traffic cycles, and affiliates are becoming more strategic in how they plan campaigns around them. This is why expertise in sports traffic and seasonality is becoming increasingly valuable.
We also see the industry moving towards stronger partner ecosystems. Affiliates are no longer just traffic sources – they are long-term partners who expect tools, analytics, and engagement formats that help them grow.
8. What are the key priorities for Boomerang Partners in the near future?
One of our key priorities is strengthening our sports-focused strategy. Our long-term ambition is to become the number one sports affiliate program globally, and we continue investing in the expertise, partnerships, and tools that allow us to move toward that goal.
Another major focus right now is preparing the third season of the Golden Boomerang Awards. Over the past two years, the tournament has grown into a large global competition for affiliate teams, and we plan to develop it further as an important platform for the affiliate community.
Our partnership with AC Milan will also continue to play a major role. It allows us to offer partners experiences that go far beyond traditional affiliate offerings.
And of course, we always have new initiatives in development. Those who work with us know that we like to surprise the market and launch projects that push the affiliate space forward.
9. Finally, what does this nomination mean to you personally, and what role have the team and partners played in this achievement?
Even individual nominations in our industry are never truly individual. They are always the result of teamwork.
Everything we achieve at Boomerang Partners is built together with our team and our partners. Their expertise, ideas, and daily work are what make these initiatives possible. For me, this nomination is a recognition of that collective effort. This confirms that we are moving in the right direction.
The post Anton Eshtokin, Chief Marketing Officer at Boomerang Partners: The companies shaping iGaming are the ones willing to experiment appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
BETBY, a Tier-1 sportsbook provider, has announced a partnership with QTech Games, one of the industry’s major game distributors and a fast-growing aggregator across key emerging markets.
The agreement will see BETBY provide its full sportsbook solution to QTech’s global network of operators.
Through this collaboration, QTech partners will gain access to BETBY’s complete sportsbook offering, as the aggregator’s exclusive sportsbook provider, covering more than 500,000 monthly events, proprietary AI-driven tools, and esports feed Betby.Games.
Delivered via a single, seamless API integration, the solution unlocks immediate access to QTech’s operator base, significantly expanding BETBY’s distribution while enabling partners to onboard a premium sportsbook with reduced complexity and rapid time-to-market.
The integration directly addresses key operator challenges associated with launching a sportsbook, particularly the technical complexity and costs of managing multiple platform integrations.
By leveraging QTech’s aggregation platform, operators, especially those with a casino-first focus, can seamlessly introduce a fully scalable sportsbook solution without heavy development overhead, accelerating their entry into sports betting while maintaining operational efficiency.
The partnership also reinforces BETBY’s strategy of expanding its presence in Asia, where QTech Games has built strong distribution channels and local expertise, while also supporting its broader growth across emerging markets such as Latin America and Africa.
By combining BETBY’s sportsbook solution with QTech’s reach, operators will be able to deliver more competitive, localized, and engaging betting experiences.
Stefanos Karakidis, Business Development Director at BETBY, commented: “Partnering with QTech Games is a natural step for BETBY.
They have established themselves as one of the most influential aggregators in Asia, with strong distribution channels and deep local expertise, while continuing to expand across other high-growth markets.
QTech has a clear understanding of local player behaviour and operator needs, and together we’ll be able to deliver a Tier-1, mobile-first sportsbook experience, well suited to the demands of the markets they serve.”
Philip Doftvik, CEO at QTech Games, said: “We are delighted to add BETBY’s award-winning sportsbook to our platform.
Their product is modern, flexible, and designed for fast-growing markets, aligning with what our operator partners are looking for.
From AI-driven tools to a rich e-sims portfolio, BETBY brings a level of innovation that elevates our offering and supports our mission to deliver the best content available across emerging iGaming markets.”
BETBY
BETBY is a leading B2B provider of top-tier sports betting services, renowned for its groundbreaking technology and dedication to excellence.
BETBY’s team of industry veterans tap into their knowledge and expertise to deliver a premium, adaptable, and scalable sportsbook platform tailored to meet the varied demands of operators across the globe.
From dynamic in-play betting options to robust risk management tools and ground-breaking AI tools, Betby is committed to propelling the success of its partners in the rapidly evolving landscape of online sports betting.
For more information visit betby.com
The post Betby partners with Qtech Games and expanding its sportsbook solution in Asia appeared first on Americas iGaming & Sports Betting News.
Latest News
Anton Eshtokin, Chief Marketing Officer at Boomerang Partners: The companies shaping iGaming are the ones willing to experiment
1. Anton, you have been shortlisted for the Casino Guru Awards 2026 in the iGaming Changemaker of the Year category. What was your first reaction when you heard the news?
It is a great honor. My first reaction was gratitude – both to the organizers and, most importantly, to the team at Boomerang Partners and our affiliate partners worldwide. Initiatives like ours are never the result of one person’s work; they are built by a strong team and a community that shares the same vision.
For me personally, this nomination also recognizes the direction we have been building over the past few years – focusing on sports-driven affiliate marketing, investing in data and analytics, and creating initiatives that bring real value to partners. It’s rewarding to see that these efforts resonate with the industry.
2. How do you personally interpret the term changemaker in the context of the iGaming industry? What, in your opinion, distinguishes the people who truly drive change in the market?
In our industry, a changemaker is someone who doesn’t just follow market trends but helps shape them.
In my view, the key difference is mindset. Many people focus on short-term performance. Changemakers think about how the industry will evolve in the next few years and start building for that future earlier than others.
They also take responsibility for launching new ideas. Not every initiative has a clear precedent in our industry. But progress often comes from testing new formats, new partnerships, and new ways of working with affiliates.
The companies shaping iGaming are the ones willing to experiment.
3. Looking back at the past year, which initiatives or projects do you believe may have contributed to this nomination?
I believe the nomination reflects several initiatives our team developed over the past year.
One of the most visible projects was the second season of the Golden Boomerang Awards. We turned it into a large global affiliate tournament, with the final ceremony held at San Siro Stadium. In September and October, we also launched the Golden Boomerang League, our first affiliate tournament fully focused on sports traffic.
We also prepared the launch of the Sports Marketing & Betting Calendar 2026, a strategic guide where we shared our internal analytics and insights on sports traffic. The idea was to give affiliates a practical tool to plan campaigns around major sports events and traffic peaks throughout the year.
4. As the CMO of Boomerang Partners, how would you describe the company’s core philosophy when it comes to building and developing a partnership ecosystem?
Our core philosophy is simple: there is no universal model for working with affiliates. Every partner has a different traffic source, audience, and growth strategy, so our approach is always personalized.
Today, we work with more than 3,000 affiliate partners worldwide, and their number grew by 10% year-over-year in 2025. Managing an ecosystem of that scale is only possible if you treat partnerships as individual relationships rather than a standardized process.
5. Boomerang Partners continues to expand across international markets. What values and principles form the foundation of the company’s growth strategy?
Our growth strategy is built around long-term thinking. We are not focused on short-term expansion but on building a brand that partners trust and want to work with for years.
The second principle is specialization. Our ambition is to become the world’s leading sports-focused affiliate program. Sports traffic requires deep expertise, strong analytics, and a clear understanding of seasonality and audience behavior, so we invest heavily in these areas.
Visibility and industry leadership are also important. Our marketing activations at major industry events often attract strong attention, and over time, we see similar formats appearing across the market. For us, that’s a sign that we’re not just participating in the industry conversation but helping shape it.
6. The affiliate landscape is becoming increasingly competitive. From your perspective, what makes Boomerang Partners stand out as an ecosystem for partners?
For us, the key difference is how we approach partnerships. We don’t treat affiliates as traffic sources – we treat them as long-term partners.
As I said earlier, today, our ecosystem includes more than 3,000 affiliate partners worldwide, and maintaining relationships at that scale requires a highly personalized approach. We focus on understanding how each partner works and what helps them grow, whether that means analytics, marketing support, or joint campaigns around major sports events.
In affiliate marketing, strong ecosystems are built on relationships, not transactions.
7. The iGaming industry is evolving rapidly. Which trends do you believe are currently shaping the future of marketing and brand development in the sector?
The industry is becoming much more brand-driven. A few years ago, marketing in our sector was mostly performance-focused. Today, companies are investing much more in brand visibility, partnerships, and long-term positioning.
Another important shift is the growing role of sports in affiliate marketing. Major sporting events create natural traffic cycles, and affiliates are becoming more strategic in how they plan campaigns around them. This is why expertise in sports traffic and seasonality is becoming increasingly valuable.
We also see the industry moving towards stronger partner ecosystems. Affiliates are no longer just traffic sources – they are long-term partners who expect tools, analytics, and engagement formats that help them grow.
8. What are the key priorities for Boomerang Partners in the near future?
One of our key priorities is strengthening our sports-focused strategy. Our long-term ambition is to become the number one sports affiliate program globally, and we continue investing in the expertise, partnerships, and tools that allow us to move toward that goal.
Another major focus right now is preparing the third season of the Golden Boomerang Awards. Over the past two years, the tournament has grown into a large global competition for affiliate teams, and we plan to develop it further as an important platform for the affiliate community.
Our partnership with AC Milan will also continue to play a major role. It allows us to offer partners experiences that go far beyond traditional affiliate offerings.
And of course, we always have new initiatives in development. Those who work with us know that we like to surprise the market and launch projects that push the affiliate space forward.
9. Finally, what does this nomination mean to you personally, and what role have the team and partners played in this achievement?
Even individual nominations in our industry are never truly individual. They are always the result of teamwork.
Everything we achieve at Boomerang Partners is built together with our team and our partners. Their expertise, ideas, and daily work are what make these initiatives possible. For me, this nomination is a recognition of that collective effort. This confirms that we are moving in the right direction.
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