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How to promote and advertise your gambling business in highly regulated markets
According to data from Statista, the global online gambling market is expected to be worth $107.3 billion by the end of this year, and $138.1 billion by 2028. As the industry continues to grow, so do its responsibilities — and the general trend is more advertising regulations, not fewer. Slotegrator shares key findings on this issue for those seeking to operate responsibly.
Online gambling sometimes faces severe limitations or complete bans, even in nations where land-based casinos are legal. Even outside historically conservative nations, there is a general trend toward more stringent regulation; liberal nations like Georgia and Lithuania have made substantial adjustments to tighten oversight of gaming operators and advertising strategies.
Countries throughout the EU are slowly harmonizing their gambling regulations, and CIS countries are also actively improving the regulation of the iGaming market, with special attention paid to strict regulation in the field of advertising. Governments argue that stricter advertising restrictions are not intended to stifle the growth of the industry, but rather are necessary measures for effective industry oversight.
Advertising regulations can vary dramatically from country to country depending on its legal status and cultural attitudes toward the practice. However, in most countries with a regulated gambling industry, there are some common general principles of advertising regulation:
- Prohibition of advertising to minors.
- Advertising content requirements.
- Licensing and regulation of advertising.
- Prohibition of deceptive or aggressive advertising.
You can read more about these points in a new article from Slotegrator Academy.
What are the consequences for illegal gambling advertising?
From fines and criminal charges to license revocation and asset seizure, authorities employ a range of measures to enforce compliance with advertising regulations and uphold the integrity of the gambling industry.
- Fines are one of the most common penalties for illegal gambling advertising in gambling regulated countries.
- Harsh measures like license revocation or suspension are possible.
- Criminal charges may even be brought against the individuals or organizations responsible for the illegal advertising.
- In cases of illegal gambling advertising activities, authorities can seize assets, profits, or proceeds obtained unlawfully.
Experts from CasinoRIX, Slotegrator’s media partner, comments: “When launching projects in such markets, the main task is to thoroughly study all the requirements from local regulators – whether licenses for affiliates are required and what restrictions or rules exist for operations and advertising. Then, it’s essential to constantly monitor possible changes and amendments to comply with all provisions.
It’s not enough to know which tools and traffic channels to use; for example, to promote on social networks, one needs to delve deeper into prohibitions at the legislative level and understand the social responsibility of all your actions.
Additionally, it is necessary to maintain constant communication and exchange experiences with your partners to reduce the chances of mistakes.”
Here are a few examples of how gambling advertising is regulated in different European and countries and in the Baltic region:
- In Lithuania in 2021, the government implemented a comprehensive prohibition on the promotion and advertising of gambling activities through any means, including television, banners, and external advertising channels. Additionally, the government prohibited operators from offering players incentives such as free spins or bonuses.
- In Latvia, the promotion of gambling activities is strictly regulated, with allowances limited exclusively to land-based casinos. Operators are permitted to advertise solely by displaying the name of the casino, the organizer, and the official trademark. It is also prohibited to offer participation in gambling for free, as a gift or prize.
- In Estonia operators enjoy significant freedom in advertising their gambling services, with television and free streaming platforms being particularly favored channels for promotions, often utilized during nighttime hours. This leniency extends to casinos, which have the liberty to advertise bonus offers, promotions, and their own brand without significant restrictions.
- Finland maintains a stringent stance on gambling advertising, with legislation prohibiting promotions across various mediums including radio, television, online platforms, and public spaces. The authorities maintain strict surveillance over advertising activities, particularly targeting operators lacking a local license.
- In Italy, in 2019, the government implemented a sweeping ban on all forms of gambling advertising in the country. This legislation prohibits both direct and indirect promotion of gambling services through all available information channels, including television, radio, print media, the internet, and any other public platform. Additionally, the initiative extends to banning sponsorship in soccer, prohibiting the placement of logos, merchandise, or the use of other marketing tools associated with gambling.
- In Spain, stringent regulations have been implemented to restrict almost all forms of gambling advertising, including sponsorships. The only exception is during late-night hours, from 1:00 to 5:00, where live broadcasts are permitted to feature gambling advertisements. Furthermore, welcome bonuses were prohibited starting from 2020.
- In Belgium the government took a decisive step to combat addiction and debt associated with gambling by instituting a comprehensive ban on gambling advertising across multiple platforms starting from July 1, 2023. This prohibition extends to television, radio, cinemas, magazines, newspapers, public spaces, and even online advertising on websites and social media.
- In Denmark, gambling advertising is permissible within the country’s borders, provided it does not target minors. Operators are required to highlight that gambling is primarily intended for entertainment purposes, rather than as a means of making money. Moreover, when featuring prominent individuals in their advertising campaigns, operators must refrain from conveying the notion that gambling played a significant role in their success.
- In Sweden, all forms of gambling and betting are permitted, along with advertising for them. However, under the Marketing Act, only games and lotteries licensed in Sweden are eligible for advertisement.
“One of the first items that should be on your to-do list if you want to develop working strategies for a highly regulated market is to conduct thorough market research — and your first stop is your target market’s regulatory framework. You should also analyze competitors’ marketing approaches and monitor how they navigate regulatory compliance. Seeing how other companies are innovating to market effectively while maintaining compliance could help inspire your team to develop new strategies, and in some cases provide an example of what not to do.”, comments Svetlana Kirichenko, Head of Marketing at Slotegrator.
Slotegrator is always interested in partners’ opinions on advertising in regulated markets.
Martin Calvert, Marketing Director at ICS-digital, actively followed the changes and shared his answers in a blitz interview:
Slotegrator: What do you think the tightening of the market for advertising in the iGaming industry will bring?
Martin Calvert: Hopefully a renewed focus on product and competing responsibly for the attention of players.
For some markets, operators already have a dependence on paid media and the affiliate channel – but they haven’t always worked as true partners with their affiliates.
Perhaps given their need for high quality traffic, there will be more incentive to work more collaboratively with partners in the affiliate channel.
Of course, given what we do at ICS-digital and ICS-translate, I’m always enthusiastic about the potential for organic SEO and targeted content to bring players directly in an efficient and scalable way – but not every operator is well-equipped to capitalize on this potential.
Slotegrator: Do universal rules for marketing activities in the industry exist today?
Martin Calvert: It feels like if we’re being totally honest, the range of marketing activities in the industry is enormous – some brands are at the leading edge of innovation, while others are deeply traditional.
I think the main thing is to focus on strategies that a.) fit well with your brand and b.) still deliver the results needed.
You don’t need to do everything, or mirror exactly what competitors are doing – finding your own path can bring you closer to your ideal customers.
That said, I think there are some themes that will always make marketing easier – commitment to understanding multiple audiences, using data responsibly and being both creative and practical can help keep things interesting but efficient.
Slotegrator: Is the tightening of regulation of the advertising market in the iGaming industry able to influence the formation of a responsible gaming culture?
Martin Calvert: Yes, I think sometimes having real restrictions on activities is needed to make marketing practices evolve more quickly and responsibly.
A true culture though is based around how companies decide to conduct themselves, and how they structure their activities in line with some kind of values.
For more and more iGaming companies, this is something that they’re willing to commit to, seeing themselves more like entertainment and tech brands than conventional betting brands.
Committing to responsible gaming has other advantages too – in the world of SEO, Google closely scrutinises YMYL sites i.e. ‘Your Money, Your Life’ sites with the potential to effect someone’s finances or health.
Betting brands who take a responsible approach have a better chance of staying on the right side of Google with responsible content. This is another reason why betting brands who focus on Experience, Expertise, Authority and Trust (E-E-A-T) in their content have the potential to increase rankings and traffic over time.
Slotegrator: How not to get lost in the market with all these changes?
Martin Calvert: I think the most important thing is to analyse competitors, but don’t be tempted to try and do everything they do.
More than ever there is useful and practical advice from Google and other important gateways and platforms.
Making good judgements about marketing depends on understanding your target audiences and, where possible, responding to their wants, needs and queries in an efficient and clear way.
In this respect, responsible gambling fits well with online marketing, content and SEO best practice.
ABOUT SLOTEGRATOR
Since 2012, Slotegrator has been one of the iGaming industry’s leading software and business solution providers for online casino and sportsbook operators.
The company’s main focus is software development and support for online casino platforms, as well as the integration of game content and payment systems.
The company works with licensed game developers and offers a vast portfolio of casino content: slots, live casino games, poker, virtual sports, table games, lotteries, casual games, and data feeds for betting.
Slotegrator also provides consulting services in gambling license acquisition and business incorporation.
More information: https://slotegrator.pro/
The post How to promote and advertise your gambling business in highly regulated markets appeared first on European Gaming Industry News.
This year has been an exciting journey for SmartSoft. Both internally and externally, the company has undergone significant transformation. SmartSoft continues to pursue ambitious goals driven by teamwork and unity. The company fosters a culture of collaboration, where team members and partners support one another, share objectives, and work towards common interests. This synergy is powered by a diverse group of individuals, united by a shared mission to redefine the iGaming industry.
As a result, the number of unique customers grew by an impressive 75%—a remarkable achievement.
So, how did SmartSoft achieve such success?
Team Expansion and User Growth
SmartSoft made great progress this year by adding 40 new team members, strengthening its skills and knowledge across different areas. This expansion helped create a more dynamic work environment and played a key role in improving the company’s overall performance. As a result, SmartSoft saw an impressive 75% growth in unique users compared to last year. This increase in users highlights the company’s growing global reach, its ability to attract a wide audience, and its commitment to offering exciting and innovative gaming experiences.
New Markets and Partnerships
This year, SmartSoft made remarkable strides by entering 25 new markets, significantly enhancing its global footprint. The company also established several strategic partnerships with leading operators and platforms, including Betfair, Betway, Stoiximan, Betnacional, LottoStar, Betmexico and Qtech. These collaborations are expected to unlock new opportunities and open doors to fresh audiences worldwide. SmartSoft is excited about the direction these partnerships will take, and more details about these ventures will be shared soon.
JetX’s Unstoppable Rise
Also, JetX as SmartSoft’s flagship and pioneer crash game proved that its actually top game not only for SmartSoft but in the whole iGaming industry – its users rose by 80% which is a great number to imagine.
If there’s anyone still unfamiliar with JetX, it was the pioneer crash game developed by SmartSoft. Since its launch, JetX achieved extraordinary success, becoming a favorite among players and partners alike. The game is always evolving with regular updates, as the SmartSoft team constantly works to make it even better. Its innovative gameplay, which challenges players to cash out at just the right moment, captivated audiences worldwide. Breaking records and redefining expectations. The continued rise of JetX signifies the company’s ongoing commitment to offering exciting, innovative, and highly engaging products to its users.
Performance of Top Games
SmartSoft’s portfolio of top games saw incredible engagement, with a great increase in user participation across its leading titles, including Balloon, Mine Island, HelicopterX, PlinkoX, and FootballX. This phenomenal growth demonstrates that the company’s gaming offerings are not just popular but are setting industry benchmarks for user interaction and satisfaction. It’s clear that SmartSoft’s games are playing a key role in redefining the entertainment experience for players worldwide.
Exciting New Games
This year, SmartSoft introduced a total of 18 new games, including three games and slot games, all designed to offer players a unique and immersive experience. Some of the most anticipated releases included:
- 4 Bonuses Bonanza – Plinko Spin
- Mad Slot
- Rodeo X
- Dracula’s Fortune
- Jungle Sisters Deluxe
- Samba da Deusa
These new games have attracted more than 2 million new users, underscoring their appeal and the growing demand for SmartSoft’s innovative approach to gaming. The diverse range of titles further strengthens SmartSoft’s position as a leader in the gaming industry, offering games tailored to every interest.
Partnerships and Sponsorships
SmartSoft strengthened its position in the global market by extending its partnership with the Argentine National Team. This collaboration now includes SmartSoft becoming the Official Crash Game Partner. Sponsoring the Argentine national team and being a member of the World Champions Family is proof of SmartSoft’s commitment. Through these initiatives, company aims to spread the spirit of football, which brings people together and fosters a sense of community. Through this renewal in 2024 with the Argentine Football Association and the Argentine National Team, SmartSoft continued on a journey that combined passion and excellence, where the worlds of business and gaming converged with the magic of Argentine football. The company expressed delight in continuing as the gaming partner in Europe for the Argentine National Team and voiced confidence that this collaboration would drive both the company and its games to new horizons. Additionally, plans were announced for new content and marketing actions featuring the stars of the national team.
Memorable Moments and Extraordinary Partnerships
2024 was a year of remarkable achievements and unforgettable experiences for SmartSoft. The company participated in 8 major industry exhibitions, earning prestigious nominations such as Best Innovator, Best Interactive Experience, and Best Crash Game. Beyond the awards, SmartSoft cemented its reputation for innovation and connection through extraordinary events and partnerships. The Legend Series brought partners face-to-face with football legends like Zanetti, Palacio, and Milito, while an exclusive Champions League experience in London with José Mourinho left lasting impressions. In Lisbon, partners enjoyed the privilege of meeting Javier Mascherano at the SmartSoft booth and engaging in personal conversations during a special dinner. The collaboration with the Argentine national football team reached new heights with an in-depth interview with Lionel Scaloni, offering an insightful glimpse into the team’s journey. Further strengthening its connection to the sports world, SmartSoft proudly partnered with Georgian football legend Shota Arveladze, strengthening its ties to the sports world and bringing people even closer together.
Additionally, the launch of the Partners’ Club during a three-day celebration in Georgia showcased the company’s commitment to fostering collaboration and shared success.
Licensing Achievements
SmartSoft reached several important licensing milestones in 2024, underscoring its commitment to expanding its global operations while adhering to regulatory standards. The company’s Greek license, originally obtained in 2023, became fully operational this year, allowing SmartSoft to expand its reach in the European market. The company also achieved authorizations in Peru and obtained compliance certification in South Africa, further strengthening its position in these growing markets.
Certifications
SmartSoft earned 79 new certifications in 2024, an impressive achievement that reflects the company’s dedication to maintaining the highest standards in the industry. These certifications cover a wide range of areas, reinforcing SmartSoft’s commitment to delivering top-tier products that meet international quality and regulatory standards.
Looking Forward
The year 2024 was one of remarkable growth, innovation, and unforgettable achievements for SmartSoft. As the company continues to build on this momentum, it remains committed to delivering exceptional entertainment experiences, expanding into new markets, and redefining the gaming landscape. SmartSoft is excited about what the future holds and is looking forward to further strengthening its position as an industry leader in the years to come.
As we step into the new year, SmartSoft continues to soar, staying true to its motto: Keep Flying Even Higher.
The post SmartSoft’s 2024 Story – Year of Growth and Success appeared first on European Gaming Industry News.
NBA superstar Tristan Thompson is the latest big name to partner with Sportsbet.io, the world’s favorite crypto-first sports betting site, as its newest global ambassador.
Thompson, a Cleveland Cavaliers center and 2016 NBA Championship winner, will bring his star power and passion for cryptocurrency to the Sportsbet.io community for the next two years.
The Canadian basketball legend will be sharing his views on the latest action for Sportsbet.io, where fans will have the opportunity to take part in some exclusive promotions.
Tristan Thompson, Sportsbet.io ambassador, said: “Sportsbet.io brings together my two biggest passions: sports and cryptocurrency. I’ve been following the crypto sector for some time now and have seen how transformative it can be. There’s no better place to combine that with my love of sports than Sportsbet.io.”
Shane Anderson, Director Partnership, Content and Brand, Yolo Entertainment, the operator of Sportsbet.io, added: “We’d like to give a huge Sportsbet.io welcome to Tristan, an elite athlete whose passion for both basketball and cryptocurrency makes him a perfect match for us. We’re thrilled to have him on the team, and we already have some exciting plans in the works. Watch this space.”
Thompson’s crypto credentials are already well established; he’s been a vocal supporter of Bitcoin, and recently celebrated as it reached a new all-time high in price.
He will be providing weekly betting tips on a range of sports, including NFL, MLB, European soccer, tennis, golf, UFC and boxing.
The partnership with Thompson marks another exciting new chapter for Sportsbet.io, which has earned a reputation for both its innovative approach to gaming, and its star-studded line-up of ambassadors, including cricket legend Brett Lee, Kenyan rapper King Kaka and many more.
Sportsbet.io is also an official partner of LALIGA and Newcastle United.
The post NBA star Tristan Thompson signs for Sportsbet.io appeared first on European Gaming Industry News.
Studio unearths 10,000x win potential with trio of Special Wilds
Independent slots studio Thunderkick has launched Archie O’Loggins and the Enchanted Masks, its first release of 2025 that follows a wild explorer into the jungle on a quest to uncover 10,000x maximum wins.
An archaeologist with a passion for explosives takes centre stage in this 7×7 cluster pays slot, where Avalanche wins leave behind one of four Wilds, including three Special Wilds.
Grenade Wilds select one or two low-paying symbols and upgrade all instances of those on the grid into medium or high-paying icons. Dynamite Wilds destroy all occurrences of one low-paying symbol in the base game or two in the bonus, allowing new symbols to drop onto the reels.
Mask Wilds remain sticky and move to a random adjacent position every time they feature in a winning cluster. When two Mask Wilds are present across the grid, the Wild Field feature is activated, transforming all icons within the highlighted area into Regular Wilds. During the bonus game, any archaeologist symbols within the Wild Field receive a cumulative 1x multiplier, helping unlock the 10,000x maximum win.
Archie O’Loggins and the Enchanted Masks features unique comic-book-style graphics, emphasising Thunderkick’s drive to create engaging slots that fuse high-end visuals with feature-rich gameplay and big win potential.
Mike Collins, Game Product Owner at Thunderkick, said: “We are kicking off 2025 with Archie O’Loggins and the Enchanted Masks, a story-driven title that accompanies a dynamite-crazed archaeologist on his hunt for treasure.
“This game elevates our Avalanche slots collection, incorporating three new Special Wilds that all offer something a little different to keep gameplay fresh and entertaining – especially the Wild Field feature with its unique method of activation.
“We strive to deliver content that adds value to our partners’ platforms, and we are hopeful this release will do just that.”
The post Thunderkick makes explosive start to 2025 in Archie O’Loggins and the Enchanted Masks appeared first on European Gaming Industry News.
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