NEXT in Marketing – iGaming and Paid Social: Be Wise When You Advertise

by Christina Tzianou, Client Partner at Aleph Holding

Social media has become a vital tool for all kinds of iGaming companies, for both brand awareness and performance, and one that can help advertisers find new players and build communities.

However, this dynamic environment also presents a complex web of challenges, so let’s take a look at them and see what solutions can be found.

Geo-Targeting is Key

The fragmented regulatory environment is one of the biggest challenges out there, and what we have seen is that advertising varies dramatically from one geo to another.

Some geos embrace online gambling more positively, establishing robust regulatory frameworks and licensing requirements to govern its operation.

But others maintain a strict stance against it, prohibiting any form of promotion.

We have experienced this complexity specifically when trying to get iGaming advertisers to test new social media platforms. We’ve had to make sure the necessary licenses are in place, and content/creatives/landing pages are correct.

So, it’s important to note that geo-targeting and age verification (typically 18+) are essential tools to ensure that advertisements are directed at the appropriate audiences and to minimise the risk of exposing minors to gambling content.

Platform Breakdown

Some major digital platforms, including Microsoft (advertising), Snapchat, TikTok, Amazon ads, X and Reddit have developed specific policies regarding gambling advertising.

Our time spent working in this industry has provided us with the thrill of successfully guiding more and more advertisers in testing and expanding across geos, with a strategy mix of up to five different platforms at the same time.

Microsoft, for instance, permits advertising for online gambling in certain markets, subject to strict conditions.

Advertisers must comply with all local regulations, implement geo-targeting and age verification, and provide proof of licensing. They must also get pre-approval for their ads from Microsoft.

Snapchat requires advertisers to go through whitelisting and provide proof of licensing.

The platform prohibits ads that target unauthorised territories, appeal to minors, glorify gambling, or encourage individuals to play beyond their means.

TikTok's approach to whitelisting is similar, with varying degrees of availability for sports betting and social casino advertising depending on the region.

The platform places a strong emphasis on responsible advertising, prohibiting content that promotes irresponsible gambling behaviour or glorifies gambling.

Amazon ads in general prohibit gambling-related ads on its platform. While there are some exceptions for specific licensed geos and types of gambling, the overall policy reflects a cautious approach.

In addition, all gambling advertisers must be pre-approved by Amazon, and self-serve is generally not allowed.

X allows some gambling products in specific countries, contingent on advertisers possessing the necessary state licenses.

The platform's policies outline specific restrictions and requirements for gambling content.

Reddit requires advertisers to comply with the platform’s policies, geo regulations, and licensing requirements in addition to pre-approval. Ads that promote the exchange of money or other items of value are permitted to run on Reddit.

Best Practice Tips

If you want to run paid ads on these platforms, then take into account the following:

• Advertising content should not be designed to attract or appeal to individuals below the legal gambling age

• Ads should not encourage excessive or irresponsible gambling behaviour

• Special offers and promotions should include clear and accessible terms and conditions

Despite the complexity, opportunities on social media platforms do exist.

But we recommend that advertisers partner with digital marketing industry experts, who can help them craft the right strategy by providing:

• Media plans showcasing geo best practices, data, insights

• References

• Advise on creatives and review upon completion

• Consulting on campaign management

• Explaining the criticality of data analytics

• Continues education on the latest trends and policy changes from the platforms themselves

Bottom Line

Success in iGaming paid social is achievable, but it means following compliance and licensing rules while at the same time employing such features as geo-targeting and age verification across diverse markets, along with ethical advertising practices that avoid misleading claims or targeting vulnerable audiences.

The trick, of course, is to do all that while leveraging the platform’s features to drive acquisition and engagement.

But with a marketing expert on your team, giving you the right advice, the world of social media can really be a fruitful one for iGaming companies of all shapes and sizes.

But with a marketing expert on your team giving you the right advice, the world of social media really can be a fruitful one for iGaming companies of all shapes and sizes.

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This blog is the latest in a series that celebrates the unsung heroes of marketing, both within iGaming and beyond.

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About Catherine Puteiko

Christina Maria Tzianou is a Client Partner at Aleph Group, Inc, connecting advertisers with social media platforms across verticals and geos.

Having previously worked for Microsoft and formerly as a performance marketer in tech, Christina has more than 15 years of experience in marketing and sales.

She is passionate about helping companies grow through digital marketing with the power of social media, she is a certified Yoga instructor and a Coach in business.

Contact me via LinkedIn or email christina.tzianou@alephholding.com if you have any questions about advertising social media strategies.