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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.
PayRam has launched its private stablecoin payment gateway for iGaming operators, gaming platforms, and affiliates that require fast, borderless, and censorship-resistant payments.
Built on the belief that payments should operate as freely as the internet itself, PayRam delivers decentralized PayFi infrastructure that allows iGaming businesses to accept and manage stablecoin payments through fully self-hosted infrastructure. Operators no longer rely on banks, custodians, or centralized processors to control their revenue.
In an industry plagued by frozen balances, chargebacks, delayed settlements, and compliance shutdowns, PayRam gives operators direct control over funds, payouts, and transaction infrastructure. Platforms retain ownership of their payment flow without platform risk. Operators can now accept private stablecoin deposits, launch without intermediaries, and expand globally on their own terms.
Stablecoins Are the Future of Global iGaming Payments
Stablecoins now drive the most significant transformation in payments in decades. With a market capitalization exceeding $300 billion, stablecoins now function as real-world settlement infrastructure rather than speculative assets. For iGaming businesses that operate across borders, stablecoins deliver instant payouts, low transaction costs, and continuous global liquidity.
Governments also continue to formalize regulatory frameworks. Initiatives such as the GENIUS Bill in the United States signal that stablecoins will soon function as foundational financial infrastructure for both traditional commerce and emerging agent-driven economies.
Yet most existing stablecoin fiat gateways still copy legacy banking structures. They custodian funds, over-monitor transactions, delay settlements, and restrict high-risk industries such as iGaming. Operators continue to face frozen balances, withheld profits, and sudden account closures.
Instead of decentralizing commerce, centralized processors reintroduce single points of failure. They strip merchants of privacy, predictability, and true ownership of funds.
PayRam removes these bottlenecks by allowing iGaming operators to deploy and operate their own self-hosted stablecoin payment nodes. This sovereign infrastructure restores payment autonomy, protects funds from blacklisting, enables private deposits, and eliminates third-party revenue risk.
Permissionless Commerce Underpinned By Privacy
PayRam embodies a mission to decentralize the global payments ecosystem. Its founder, Siddharth Menon, who previously co-founded WazirX, India’s largest cryptocurrency exchange, helped bring crypto to more than 15 million users. Today, he’s channeling that experience into building a decentralized PayFi layer engineered for privacy, autonomy, and self-custody.
“The future of payments is decentralized stablecoin payments. As the world moves beyond custodial systems, PayRam is building the foundation for permissionless commerce, where every merchant, creator, or platform can host and own their own payment infrastructure,” said Siddharth Menon, Founder of PayRam. “Just as Uniswap reimagined trading through decentralization, PayRam is reimagining how money moves across the internet.”
iGaming Operators Go Live in Minutes and Expand Into Underserved Regions
PayRam removes all onboarding friction. Operators need no approvals, no vetting, and no centralized onboarding process. Any business can deploy PayRam, configure it, and begin processing private stablecoin payments within 10 minutes.
This instant deployment allows operators to enter underserved and payment-restricted regions, unlock new player bases, and launch real-money gaming operations without waiting on banks, payment processors, or jurisdictional approvals.
PayRam is built as a merchant-first ecosystem, offering advanced accounting analytics, scalable APIs, and automated payments orchestration tools. It also arrives with integrated growth tools like referral and payout systems. Merchants and individuals can issue payment requests, share unique payment links, and monitor transactions through programmable APIs, all operated on infrastructure that users self-host and fully control. The built-in SmartSweep feature uses a family of smart contracts to move funds securely and periodically, eliminating the need to store private keys on servers.
PayRam supports stablecoin and cryptocurrency payments across major networks including Bitcoin, Ethereum, Base, and Tron, with integrations for Polygon, BNB Smart Chain, Solana, Ripple, Monero, and TON next in line.
“We’ve used several crypto payment providers over the years, including BTCPay Server, NOWPayments, and others, but PayRam stands out as truly open and built for the modern internet economy. It gives us full control over our payments and funds, along with stablecoin support, privacy, multi-chain flexibility, and faster global settlements,” said an iGaming operator using PayRam.
PayRam Prepares to Support Agentic Betting With Privacy and Automation
Agentic betting represents the next evolution of iGaming, where autonomous software agents will place bets, execute strategies, manage bankrolls, and settle wagers in real time without human intervention. These systems already power algorithmic trading in financial markets, and iGaming infrastructure now begins to move in the same direction.
Most existing betting and payment infrastructure cannot support this shift. Centralized processors expose transaction logic, restrict automated flows, and introduce settlement delays that break agent-driven wagering models at scale.
PayRam is actively adopting the foundational standards and infrastructure required to support agentic betting in the future. The platform is positioning itself as a privacy-first, decentralized payment layer that will allow autonomous betting systems to operate with:
- Private stablecoin deposits
- Real-time settlement logic
- Automated treasury and bankroll flows
- Programmable payout execution
- Full self-custody and non-custodial risk isolation
By preparing to adopt open standards such as x402 and ERC-8004, PayRam aims to support interoperable and intelligent payment flows between autonomous betting systems, sportsbooks, and gaming platforms when the agentic wagering ecosystem reaches production maturity.
Through this approach, PayRam is building the foundation for a future where payments are private, programmable, and permissionless.
About PayRam
PayRam is the world’s first self-hosted private stablecoin processor, giving merchants and individuals complete control over their payments stack. Built for the next era of permissionless commerce, it merges stablecoin payments with self-hosted infrastructure to enable borderless, censorship-resistant transactions.
Reading Time: 5 minutes
Here are this weeks latest slots releases compiled by European Gaming
BGaming gets in the festive spirit with a Christmas take on its acclaimed casual hit, Aviamasters
, with Aviamasters X-Mas. Santa and his sleigh replace the plane from the original title, with players watching as he flies through the air, collecting festive multipliers before hopefully landing on an ice floe to collect his prizes.
Stakelogic is spreading festive cheer this December with the release of Big Sugar Bonanza Xmas, a delicious sequel of the candy-coated hit, Big Sugar Bonanza. Launching on 1st December 2025, the new game transforms the Fluffkins’ sugary kingdom into a winter wonderland of treats and turbo-charged multipliers.
Million Games is bringing festive mayhem to the iGaming world with the launch of Rudolph’s Gone Rogue, a fast-paced Christmas slot where Santa’s most famous reindeer takes centre stage in a runaway holiday adventure. In this 5×3, 20-payline slot, Rudolph bolts into the night sky, dragging the rest of the herd with him and leaving a trail of chaos in his wake.
Spinomenal has unwrapped its new title Majestic Santa, signalling the start of the festive season. Spinomenal’s festive-inspired treat is a 5×3 slot that is bursting with Christmas imagery including red stockings, gingerbread men, and glistening golden bells.
Evoplay has launched Mega Greatest Catch: Blue Marlin, bringing the fearless fisherman Harry back to sea for his most exciting adventure yet. The latest instalment transports players to bright turquoise waters, where random scatters can trigger free spins, wilds appear unexpectedly, and the scatter respin feature offers a welcome second chance to enter the round.
Looking to unwrap longer sessions, stronger engagement and bigger revenues this Christmas? ICONIC21, in-demand iGaming content provider, just launched Sweet Royale Xmas ahead of the holiday season. Sweet Royale is one of the provider’s most popular slots to date and now returns in a Christmas edition decked with boughs of candy to allow operators to leverage the rise in slotting activity during the festive period.
Meet Nolimit City’s latest Crazy Ex-Girlfriend…the kind ex who would “accidentally” like your 2014 selfie at 3am and has a little voodoo doll named after you. Crazy Ex-Girlfriend has mapped out your every move and runs through a 2-4-4-4-4-2 layout across 6 reels.
It’s the most magical time of the year, but don’t expect a peaceful Christmas with the release of Realistic Games’ latest blockbuster slot, Wreckmas. The new 5×3, feature-packed slot brings toppled trees, tangled tinsel and chaotic carols to a family Christmas, along with the chance to hit a 5,000x max win.
Players can jingle their way to jackpot joy in Christmas MegapotsTM from Big Time Gaming. This festive slot brings Big Time Gaming’s legendary Megapots mechanic to life with seasonal sparkle, giving players the chance to unwrap Mini, Midi or Mega Jackpots with each spin.
Players are being commanded to raise the sails and brace themselves for a high seas adventure like no other in Captain WinBreaker, the latest swashbuckling slot from Northern Lights Gaming. This pirate-themed slot sees players take the helm of a ship bound for treasures and untold riches.
Amusnet has released 20 Burning Hot Buy Bonus, a sizzling twist on the classic fruit slot. Set across 5 reels and 3 lines, this game combines familiar symbols with modern mechanics for fast-paced spins, vibrant visuals and nonstop excitement.
SlotMatrix is embracing the holiday season with Santa’s Golden Christmas, a sparkling new slot packed with festive cheer, golden prizes, and heart-warming holiday magic. Set in a winter wonderland, the game brings players closer to the jolly gift-giver.
Inspired Entertainment, Inc. is thrilled to announce the exclusive launch of its brand-new, bespoke slot game, Spin O’Reely Grand Chance, in collaboration with long time partners bet365. Expanding bet365’s popular exclusive Irish-themed Spin O’Reely game series, the game will initially be available to players in the UK, Ontario, and New Jersey, with more markets to follow soon.
Play’n GO pits sun god Ra against serpent deity Apophis in Ra’s Reckoning, a mythic grid slot inspired by the celestial battles of ancient Egypt. Ra’s Reckoning brings players face to face with an age-old mythic struggle – the eternal duel between light and chaos.
Playson has unleashed a whirlwind of excitement with Tornado Power: Hold and Win, introducing a new Tornado Feature and enhanced payouts. The 3×4, 10 payline slot features immersive visuals with old-school charm, as the untamed gameplay is further enhanced by a new Tornado Feature
ELA Games announces the release of its latest title, Joker Jam, a bold visual addition to the studio’s growing portfolio of strategic yet aesthetic games. Set under the neon glow of a vibrant city, Joker Jam reimagines the classic Vegas aesthetic into a thrilling experience.
Just Slots has announced the exclusive launch of its newest title, Dynamo’s Show, available on Gamdom and Stake. A full network release will follow on 11 December 2025. This vibrant new slot transforms the classic Hold & Collect experience into a full theatrical performance
Spinomenal is celebrating the holiday season by inviting players for a festive journey with The North Star Express – Hold & Hit 3×3. Unfolding against a wintry backdrop, North Star Express arrives to present a fun, festive adventure as players race through snowy forests.
Belatra Games, the specialist online slots developer, has rolled out the red carpet to the Frozen Barrel Tavern to celebrate the festive season. Players are warmly welcomed into a cosy winter tavern that radiates holiday cheer and buzzes with Christmas chatter.
The post Week 49/2025 slot games releases appeared first on European Gaming Industry News.
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Company reveals a substantial rise in player value after casinos add sports betting
DATA.BET, a leading sportsbook solution supplier, reports notable performance improvements among casino operators that introduced sports betting through the company’s plug-and-play integration.
According to internal statistics across multiple clients, adding a betting vertical resulted in players who use both casino and sports betting, generating up to a 4x increase in player lifetime value (LTV) compared to their previous casino-only behavior, while the same betting-active segment delivered an average 12% additional revenue without additional player acquisition. Operators also recorded higher retention and engagement levels, with every second casino player placing at least one sports bet after the sportsbook launch.
The clients have noticed these results after integrating a Single Page Application (iFrame), which takes around one week. While DATA.BET manages all betting-related operations and configurations — both at launch and ongoing — casino operators instantly gain access to a full suite of sports, esports, and virtual sports events, allowing them to focus on marketing and player acquisition. To enhance flexibility and engagement, the iFrame supports full customization: from color themes and layouts to dynamic banners, promo blocks, configurable bonuses, and margin/odds control.
The company designed the SEO-friendly solution to ensure that search engine crawlers can easily read and index the content, thereby improving discoverability, page load times, and the overall quality of metadata, which contributes to higher SEO rankings and better visibility in organic search results.
Yurii Berest, CEO of DATA.BET, commented: “For many casinos, betting is more than diversification – it helps operators to maximize the potential of their existing audience and improve the efficiency of traffic monetization. As the average stake in sports is traditionally higher than in slots, operators experience instant revenue growth while retaining and extending player lifetime value. It is a powerful model of sustainable growth that helps to boost not only the current player base but also attract new audience”.
As the market continues shifting toward universal gambling ecosystems, DATA.BET’s solution demonstrates that sports betting drives measurable financial impact for casino operators, turning existing audiences into long-term revenue drivers.
The post DATA.BET Boosts Casino Performance appeared first on European Gaming Industry News.
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