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The Impact of Regulatory Changes on Media Buying in iGaming

Published

1 year ago

February 10, 2025

George Miller

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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.

Latest News

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

Published

40 minutes ago

February 13, 2026

Master Editor

Boomerang Partners announces the launch of an exclusive affiliate tournament set to run during a crucial period of the 2026 sports season. This competition will be held under the TIME TO WIN concept until 31 March. This is a strategic framework that defines Boomerang Partners’ collaboration with its Official Regional Partner, AC Milan, throughout the Year of Sports.

2026 is packed with sports tournaments, including the FIFA World Cup 2026, the Olympic Winter Games Milano Cortina 2026, and many other top-tier local and global competitions. For sports-focused affiliates, this is a time rich with opportunities, and Boomerang Partners’ activation is purposefully scheduled for February-March, one of the hottest periods of the current sports season.

TIME TO WIN tournament prizes

In a recent teaser video released by Boomerang Partners, key AC Milan players Ruben Loftus-Cheek, Alexis Saelemaekers, Christian Pulisic, Adrien Rabiot, and Rafael Leão hinted that something significant would happen on 12 February. Boomerang Partners now reveals the details: 12 February marks the official launch of the TIME TO WIN tournament on the AC Milan Hub, a digital platform created as a part of the collaboration between Boomerang Partners and the Club. Prizes include trips to Milanello and match experiences for games against Juventus and Cagliari.

Each participant can unlock access to all prize draws by reaching the required point thresholds. A total of five prize categories are available within the TIME TO WIN tournament:

Prize 1 (three sets): TIME TO WIN Merch Pack for a team of five;
Prize 2 (three sets): AC Milan official jerseys signed by players (five jerseys per set);
Prize 3 (one set): a trip to the AC Milan v Cagliari match for five people;
Prize 4 (one set): a trip to the AC Milan v Juventus match, including pre-match access, for five people;
Prize 5 (two sets): a trip to Milanello Sports Center, the heart of AC Milan, for five people.

The company has also prepared a consolation prize. These are additional points for participation in the Golden Boomerang Awards 2026, the upcoming third season of Boomerang Partners’ annual global affiliate tournament. All the TIME TO WIN tournament participants who score at least 100 points will receive them.

The mechanics of participation

The tournament will run from 12 February to 31 March 2026, representing a key activation moment within the sports season. During this period, affiliates will be able to complete tasks across multiple segments, accumulate points, and progressively unlock access to five prize draws. Eligibility for each draw is determined by the total number of points collected. The participation mechanics are simple:

Affiliates complete tasks within specific segments (for example, SMM);
Points are awarded for completed activities;
In certain segments, affiliates can continue earning points in accordance with the rules.

All tasks will allow tournament participants to deeply engage with the Boomerang Partners brand, whether it’s completing SMM tasks, taking part in surveys, or collaborating on PR activities with company representatives. Affiliate teams can find details about the tasks and the points awarded for them on the AC Milan Hub, the tournament’s official platform.

The AC Milan Hub launch

The TIME TO WIN affiliate tournament is fully integrated into the AC Milan Hub. This is a dedicated web portal created as part of Boomerang Partners & AC Milan’s strategic collaboration. The Hub serves as the central platform where all key TIME TO WIN initiatives are brought together. This makes it the main entry point for affiliate teams participating in the activation. While the tournament will be the key activation for Q1 2026, the Hub will feature other partnership-related activities throughout the season. These valuable resources are an integral part of Boomerang Partners’ overall strategy while working with partners.

The AC Milan Hub is designed as a unified ecosystem that combines exclusive content, interactive mechanics, and access to Club-related experiences that go far beyond standard affiliate promotions. Through the Hub, partners and users engage with campaigns connected directly to AC Milan – from special activations and quizzes to prize draws and exclusive experiences tied to the Club.

By embedding the tournament into the AC Milan Hub, Boomerang Partners significantly increases the value of participation. Affiliates are not just competing in a standalone performance challenge, but becoming part of a large-scale collaboration with a top-tier football brand that is unavailable outside this partnership.

A practical guide for TIME TO WIN participants

One of the key advantages for affiliates participating in TIME TO WIN is access to Boomerang Partners’ analytical expertise and practical tools designed specifically for the Year of Sports. Central to this approach is the Sports Marketing & Betting Calendar 2026, presented by Boomerang Partners in January as a hands-on guide for sports-focused affiliate teams. It combines market insights and applied recommendations. Among its key elements are:

Major tournament peaks and expected shifts in player activity;
Regional popularity of sports across key GEOs;
Practical guidance for pre-event, live, and post-event campaigns, aligned with different tournament phases;
Industry trends overview.

In the context of TIME TO WIN, this expertise becomes especially relevant. The Calendar already serves as a strategic foundation for affiliates aiming to perform strongly during the activation. It will help participants approach the hot sports period not intuitively, but systematically – with a clear understanding of timing, player behavior, and market dynamics.

What is a TIME TO WIN concept

TIME TO WIN is the core strategic concept behind Boomerang Partners’ partnership with AC Milan in 2026. More than a campaign slogan, it reflects a shared mindset that defines both brands: ambition, competitiveness, and a constant drive to perform at the highest level.

TIME TO WIN was designed as a flexible, long-term concept that can be applied to different formats and moments throughout the sports season. In 2026, Boomerang Partners and AC Milan are bringing this approach to life through a series of initiatives and activations that go beyond traditional sponsorship.

Start planning your campaigns now and maximize your performance during the TIME TO WIN tournament. The countdown to 12 February has begun!

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 client portfolio contains 10+ brands offering affiliate and entertainment services across 40+ markets in compliance with local regulations. These products provide personalized bonuses and 24/7 multilingual support.

Brino Games

QTech Games integrates more creative content from Brino Games

Published

56 minutes ago

February 13, 2026

Wladimir P.

qtech-games-integrates-more-creative-content-from-brino-games

QTech Games, the leading game aggregator for emerging markets, has strengthened its content pipeline through a new agreement with fast-rising supplier Brino Games.

Brino Games has built a reputation for blending entertainment with technical innovation, reflected in popular titles including Dragon Tiger, Car Roulette, 7 Up 7 Down, Andar Bahar and Fish Game. These releases now join QTech Games’ expanding content library, with fresh titles added each month and distributed to operators and players globally through the aggregator’s platform.

The supplier delivers scalable casino software designed to help partners enhance competitiveness across diverse markets. Its portfolio spans live casino, table games and virtual experiences, alongside regional favourites such as ludo and teen patti. Each product is developed to adapt to evolving player behaviour and operator requirements across the iGaming ecosystem. Further details about the platform’s distribution capabilities are available via the official QTech Games website.

By integrating content from a player-focused studio, QTech Games continues to strengthen its distribution network across emerging territories. The platform combines established providers with innovative studios, expanding game choice for operators targeting high-growth regions.

The partnership also broadens Brino Games’ international reach, opening additional opportunities across Africa and Latin America — regions expected to play a significant role in the company’s 2026 growth strategy. Industry data published by the UK Gambling Commission highlights continued global expansion of online gaming, driven by mobile adoption and localized content strategies.

Philip Doftvik, CEO of QTech Games, said:
“We’re thrilled to partner with Brino Games, reinforcing our commitment to delivering a diverse portfolio that blends proven performers with emerging talent. Their scalable and adaptable gaming solutions align perfectly with our strategy to serve operators across rapidly growing markets.”

Alex Cary, Digital Marketing Head at Brino Games, added:
“Our player-first approach to game development continues to drive strong growth, and collaborating with QTech Games will further accelerate our global expansion. We’re excited to introduce our games to new audiences across emerging markets through their platform.”

The post QTech Games integrates more creative content from Brino Games appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

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Red Papaya Presents: Lucky Rainbow Rush Adventure

Published

56 minutes ago

February 13, 2026

Wladimir P.

red-papaya-presents:-lucky-rainbow-rush-adventure

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 is an innovative studio powered by Microgaming that combines creativity, features, and data to create thrilling slot experiences that engage players globally.

The newest title, Lucky Rainbow Rush, is a lively, high-energy slot located in a vivid realm of fortune, enchantment, and lots of allure, where players are enveloped by bright rainbows, lucky charm icons, and legendary pots of gold.

As the wheels turn and the hues sparkle, players become increasingly immersed in a vibrant, eye-catching slot experience brimming with thrill and chances to win.

Lucky Rainbow Rush is a slot packed with features that offers:

Free Spins
Collect
Free Spins Bonus Choice
Extra Wilds
Rainbow Rush

Landing three or more Scatters activates the Free Spins bonus – based on the number of triggering Scatters, players can select up to 30 Free Spins or 7 Lucky Rainbow Rush Spins.

In Free Spins, Wild Multipliers boost winnings, leading to significant and possibly huge rewards – any Wild symbol that appears in a winning combo will provide a multiplier of 2x, 3x, or 5x.

The Rainbow Rush Feature introduces an additional surge of excitement, providing rapid and rewarding gameplay instances where only Cash, Jackpot, and Collect symbols might show up on each spin, enabling players to secure the largest rewards awaiting at the rainbow’s end.

The Collect feature may also activate during the base game, offering players an additional method to receive Cash Prize and Jackpot symbols with every spin.

Lucky Rainbow Rush boasts a return to player rate of 96% and is positioned at the upper end of the volatility spectrum. There are 4,096 winning combinations, and the maximum potential payout is 5,000 times the bet.

Madelein Ozok, Head of Studio at Red Papaya, said: “With Lucky Rainbow Rush, we wanted to take a beloved theme and inject it with a modern, high-energy pulse. The visual ‘shimmer’ of the game is matched by its win potential, particularly in the Rainbow Rush feature where the action truly intensifies.

“It’s a game that captures that classic sense of wonder while delivering the sophisticated mechanics that today’s players demand.

“At Red Papaya, we believe in giving players agency, which is why the bonus buy choices in Lucky Rainbow Rush is such a vital component.

“Whether players prefer the longevity of 30 Free Spins or the high-octane intensity of the Rainbow Rush spins, there’s a path for every type of risk profile. It’s a bold addition to our portfolio that perfectly showcases our commitment to feature-rich, data-driven design.”

The post Red Papaya Presents: Lucky Rainbow Rush Adventure appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.