According to forecasts made by the analytical agency Statista, in 2024, the value of the global iGaming segment may reach a whopping $107.3 billion. By 2028, the industry volume promises to grow even more, up to $138.1 billion.
As the sector expands, the responsibilities of its members also increase. Further development of the vertical is inextricably linked with an even greater number of legislative restrictions, including those that cover promotion activities.
Slotegrator’s specialists shared key findings on iGaming advertising in 2024. Casino Market’s team introduces the results of expert assessment and offers the services of turnkey business development and its popularisation.
International Gambling Regulation: Key Features
The recent trend is tightening the rules of entertainment activities and their promotion. Even the countries that demonstrate a loyal attitude towards the wagering sphere deploy some harsh measures in this regard. For instance, the regulatory bodies of Georgian and Lithuanian industries have introduced tightened supervision of operators and their advertising campaigns.
At the same time, governments imply that such limitations have nothing to do with the attempts to restrict the sphere’s growth. These rules are needed solely for better oversight and to ensure a fair business environment.
Most authorities worldwide have some common standards, like:
- forbidding displaying ads to minors;
- adjusting promo content to specific norms;
- allowing popularisation only to licensed brands;
- prohibiting aggressive and deceptive approaches, etc.
Illegal iGaming is subject to serious penalties across all the regulated territories. The degree of punishment varies in different countries and often depends on the severity of the crime and its repetition.
Entrepreneurs who do not comply with the rules are at risk to suffer from:
- fines;
- criminal charges;
- seizing profits or other funds;
- permit revocation or suspension, etc.
CasinoRIX’s specialists, Slotegrator’s media partners, emphasised the importance of studying all the legislative provisions of a jurisdiction where a company plans to work. For instance, businessmen should learn whether specific licences related to affiliates must be obtained and which limitations are there for marketing activities. It is also vital for the project's longevity to constantly monitor the shifts in local regulation.
The experts highlighted the need to dig deeper when deciding on popularisation channels and instruments. When an operator chooses to spread the word about its website via social networks, they have to learn the rules of the public platform itself, the possibility of legally working with such means, etc. Additionally, constant interaction and information exchange with associates increases the chances of avoiding mistakes.
Slotegrator’s Head of Marketing voiced agreement with these notions. In Svetlana Kirichenko’s opinion, it is of utmost importance to thoroughly research the area to build an efficient promotion strategy locally. Regulatory aspects must be the first things to explore.
The spokesperson also emphasised the need to keep an eye on competitors by:
- analysing their approaches;
- monitoring compliance navigation;
- detecting and learning innovative tactics;
- finding inspiration to create unique concepts;
- investigating mistakes and ways to avert issues.
Although the international iGaming arena has some common standards for various markets, many countries present unique rules to supervise the entertainment sphere.
Gambling Advertising in Europe: Differences
For entrepreneurs to run their projects efficiently and legally, it is important to explore even the tiniest details of their jurisdictions. Some norms that are applied in one area may be perceived as a severe crime in another.
Baltic States
Lithuania put a complete ban on gaming promotion in 2021. This addresses various channels, such as TV, banners, etc. Additionally, typical entertainment perks, like free rounds and bonus modes, are forbidden here.
Latvia’s authorities allowed advertising only to ground casino brands, which are under strict regulation. Offering partaking in amusement for free or as a remuneration for something is also prohibited.
Local establishments can publicly display only the following elements:
- TM;
- organisers;
- venue’s name.
In contrast to these 2 states, Estonia introduced much easier and more pleasant conditions for work. Managers have a lot of freedom in terms of realising popularisation plans. TV and streaming channels are among the most frequently used. Ads are shown mainly at night. Casinos are allowed to promote their bonuses and overall activities without strict limitations.
Nordic Countries
The situation in Finland is rather harsh as the local government bans various types of wagering popularisation. The prohibition stretches to TV, public places, web platforms and radio.
Denmark permits entertainment ads within its borders solely and underage groups must be blocked from access to portals. In messages, casino owners are obligated to warn players that their offerings are for amusement purposes and not for money-making goals. If celebrities star in campaigns, the scripts should not include words that correlate personal and professional success to gambling.
Swedish authorities provide a convenient and beneficial environment for running a business responsibly. They permit both sportsbooks and casinos. However, only lotto offerings and games can be promoted.
Other Parts of Europe
In 2019, the Italian government banned both direct and mediate advertising in the sphere. The forbiddance spans radio and TV channels, print media sources, outlets on the Web, etc. Soccer sponsorships are also prohibited, which makes placing logos, merchandising and similar activities impossible.
The Spanish regulator restricted almost all types of entertainment popularisation. However, in the gap of 1:00–5:00 am, live streams are allowed to include gambling ads. Some incentives, like welcome prizes, were banned back in 2020. Sponsorships are considered illegal.
Belgium shut up promotion activities across various platforms in 2023. Such a move was aimed at combating ludomania development and games-related debts. No cinemas, print and social media, TV channels and other similar businesses have the right to display wagering ads. Public places also enter the category.
Martin Calvert’s Interview on Tightening Regulations
The Marketing Director of the international promotion agency ICS-digital shared his opinions about the tendency to make the rules for popularising gambling stricter.
Purposes and Consequences
The expert said that the quickly spreading trend is set to renew a focus on products and their qualities. It will also help ensure responsible and honest market competition.
In some regions, platform managers already depend on affiliates and paid media. However, these entrepreneurs have not always had a true partnership with the associates. Mr Calvert supposes that the need for quality online traffic can motivate operators to look for better collaboration options within this marketing channel.
The representative expressed enthusiasm regarding organic SEO’s and targeted content’s potential. He is confident that the 2 methods can attract audiences efficiently, scalably and directly. Nevertheless, the spokesperson admitted some businessmen are not equipped to capitalise on such prospects.
Variety of Marketing Campaigns
Companies in the industry employ diverse types of popularisation strategies. Some firms prefer innovative approaches and drive their evolution while other corporations choose traditions over all. In Mr Calvert’s opinion, it is wise to pick methods that fit the brand and still bring the desired results.
Mirroring competitors’ campaigns is not the best idea. It is much more beneficial to find an individual path instead. This way, it will be easier to attract ideal clients who will quickly turn into loyal ones.
The spokesperson said that marketing tasks may be simplified by:
- utilising information responsibly;
- understanding various user groups;
- combining creativity and practicality, etc.
If an operator knows their target player category well and responds to its demands, wishes and preferences, promotion will be successful. Responsible principles of running and advertising a business come in handy here.
Positive Impact of Stricter Rules
The specialist mentioned that some limitations can make marketing activities develop faster and become more transparent, honest and fair. However, a lot depends on the brands themselves, how the enterprises conduct operations, what are the key values and which work structure is chosen.
Many modern organisations embrace a responsible mission of bringing amusement and delivering tech solutions rather than just providing wagering. Mr Calvert emphasised that such an approach benefits entrepreneurs in terms of SEO.
Google’s algorithms thoroughly study YMYL websites. Aware owners of brands who focus on the E-E-A-T content standards have an increased chance of staying in the top positions of the search engine. They are also more likely to gain the largest internet traffic.
The Main Things About iGaming Business Promotion
Despite the industry’s general tendency to tighten the rules, the gambling segment continues to evolve and grow its revenue. Operators have to deal with some challenges related to regulation but it makes them more responsible and positively impacts the sphere in general.
Let us review key notions from this article:
- Statista forecasts that in 2024, the value of the global iGaming segment may reach $107.3 billion and by 2028 — $138.1 billion.
- Governments imply that advertising limitations are not aimed at restricting the industry’s growth. These rules are needed for better supervision.
- It is of utmost importance for operators to thoroughly research the market before entering it. Regulatory aspects must be the first things to explore.
- In Europe, some countries banned popularisation activities or seriously restricted them. However, there are states, like Estonia, that offer much more freedom.
- Tighter norms are set to renew a focus on products’ qualities, as well as ensure responsible and honest market competition.
Casino Market experts constantly monitor the latest news and changes in gambling legislation across multiple jurisdictions worldwide. With our help, you can launch a decent iGaming project that will align with all the requirements and still be very profitable.
Feel free to contact us if you need any business assistance and the support of a reliable partner.
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