The iGaming industry is experiencing rapid growth, with online gaming revenues projected to reach an impressive $136.3 billion by 2029. But as the industry gets bigger, it faces more rules and limits on advertising. This affects everyone involved - from the companies running the games to the people promoting them. This article explores the intricate world of iGaming regulations, examining regional differences, key compliance issues, and emerging trends that shape the industry's future.
Why following the rules matters in online gaming
Following the rules isn't just about avoiding trouble. It's important for several reasons:
1. Changing laws:
Countries are making stricter rules about advertising online games. For example, Bulgaria just made a new law that stops almost all ads for online gaming, like the Netherlands did before. This changes how companies can tell people about their games. These big markets are making it harder for advertisers to promote their businesses.
2. Advertising limits:
Many websites and apps now check ads before they show them. This makes it harder for gaming companies to reach new players with their messages.
3. Payment rules:
Gaming companies now have to check who their players are. This is called KYC (Know Your Customer). It means:
- Making sure players are old enough
- Checking their ID
- Looking out for signs of gambling problems or money issues
Following these rules protects both the companies and the players. It helps make sure online gaming is done responsibly by letting companies check if customers can afford to play and spot any problems early.
Online gaming rules around the world
Europe:
European countries have the clearest rules about advertising online games. These rules have been around for a while, but they get updated sometimes. For example, in 2021, Germany made new rules about when gaming ads can be shown on TV. The rules focus on making sure ads are for adults only and don't talk directly about sports. Companies can often use their logos if they have the right agreements.
Latin America:
Countries in Latin America started making more detailed rules in December 2023. They're learning from what Europe has done. There's still more freedom in how companies can make their ads and websites compared to Europe. The new rules aim to make things more stable, clear, and open.
Asia:
Asia is stricter about promoting online games. Big companies like Google and Facebook probably won't approve ads for online games, even if the company has permission to operate in other countries. It's better to look for other ways to advertise, like smaller ad networks that have a lot of traffic. Asia will probably stay strict about online gaming rules, and big changes aren't likely to happen soon.
Africa:
African countries don't have many rules about advertising online games right now. The basic rules are: no adult content, ads must be for people 18 and older, and no pictures of famous athletes unless they work with the company. North African countries are a bit stricter, especially about ads for gaming houses, but sports-related ads are usually okay.
Main things to know about online gaming ads
1. Getting approved:
Companies usually need to get special permission from big websites before they can show their ads.
2. Proving It's legal:
Companies need to show they have the right licenses to operate in the countries where they want to advertise.
3. Ad content rules:
Ads are checked carefully. Common rules include:
- No promises about winning money
- No telling people to "start playing now"
- Limited use of sports stars or famous people in ads, unless they have a contract with the gaming company
4. Ad type limits:
Some websites don't allow certain types of ads for online games. For example, Google doesn't allow:
- Ads in Gmail
- Product ads
- Reserved ad spots
- User ratings for online gaming
Challenges in advertising online games
1. Limited targeting:
Some advertising networks don't have good tools for reaching specific groups of people or finding similar audiences.
2. Pricing Issues:
Some networks might suggest ways of charging for ads (like CPM) that don't match what the gaming company wants to achieve, like getting players to deposit money.
3. Less traffic in some places:
Some areas, like Uzbekistan, Kazakhstan, Tajikistan, and Azerbaijan, might not have many people seeing the ads.
4. Limited payment options:
Companies might only be able to pay for ads using bank transfers, cards, and a few online payment systems like Capitalist.
5. Tracking results:
Regular tools like Google Analytics often don't work well for online gaming ads. Companies need to set up special ways to track their results.
New trends in online gaming rules
1. New types of games:
The industry is growing to include things like eSports. This will probably lead to new rules to make sure ads are safe and honest. With lots of e-players and fans in the US, Asia, and Latin America, new laws will be needed to keep advertising safe and clear for everyone involved.
2. More rules coming:
Smaller countries are likely to make new rules soon. This will affect big advertising websites that work in these countries. While countries in Latin America, Asia, and Africa have mostly followed European rules so far, we might see new rules that fit their own cultures and religions.
3. Better ad checking:
Ad networks will probably start using better tools to spot fake or misleading ads. This will give advertisers more confidence.
4. AI rules:
Governments and websites will need to make rules about using AI in ads, especially when it involves famous people. Fake videos (called deep fakes) might be punished because they can trick people and hurt companies' reputations.
5. More open user content:
There will probably be more rules about what users can post about online games. This includes rules for influencers and bloggers. These rules will be about more than just showing that the gaming company has the right licenses.
How this affects affiliate marketing
Because of the strict rules on big websites, people who promote online games (called affiliates) are starting to use different advertising networks. These networks connect advertisers with websites that allow ads for online games, giving more freedom in how they set up and target their ads.
Big websites like Google, Facebook, and TikTok have made lots of rules to automatically check ads. Not all affiliates can get permission to promote online games or prove that the companies they're advertising for have the right licenses.
But that's not the only issue. Each country has its own rules about promoting online games, and some have almost completely banned online ads. This is why affiliate marketers are looking at other ad networks. These networks let advertisers reach people on websites and blogs where online gaming ads are allowed.
Checking if an online gaming site is legal
For players and people promoting games, it's important to check if a gaming site follows the rules. A good online gaming site should have clear rules about how to use it and should care about helping its players. We suggest that gaming companies make sure they give their audience:
- Customer support available all the time
- Proper licenses and certificates for running an online gaming business
- Clear contact information for their call center
- Clear refund policies
- Real reviews from players
- Detailed reports on payments
These guidelines are also good for affiliates who want to promote an offer.
Dealing with breaking the rules
Many ad platforms automatically stop online gaming ads if they target countries where such ads aren't allowed. But what's "allowed" or "not allowed" can be complicated. For example, you might be allowed to run ads but not use people's faces in the pictures. A big case was when X (formerly Twitter) had to pay a €1.35 million fine for breaking Italy's ban on online gaming ads. To avoid fines, it's best to carefully check the laws for each country.
User-generated content in online gaming
Influencers can be great at getting people to trust a brand and encouraging users to try gaming platforms through their reviews and live streams. But it's important to know the local rules before buying a review from a blogger or posting someone's opinion. Your country's laws can affect what you do, even if you're streaming from another country. For example, in 2024, two affiliates from Indonesia had to pay $67,000 in fines for promoting gaming activities that weren't allowed. Always check local rules to avoid possible fines.
Making sure an online gaming site is legit
If you're thinking about playing games online for real money, it's important to check if the site is trustworthy. Here's what to look for:
- Clear rules: The site should explain how everything works in simple terms.
- Always there to help: Look for sites that offer help 24 hours a day, every day.
- Official paperwork: They should have proper licenses that show they're allowed to run online games.
- Easy to contact: There should be a clear way to get in touch, like a phone number or email.
- Fair money policies: They need to explain clearly how refunds work.
- Real player reviews: Check for comments from actual players about their experiences.
- Open about payments: The site should give clear info on how money moves in and out.
These tips are good for players and also for people thinking about promoting gaming sites.
How smaller ad networks handle gaming ads
Smaller ad networks do things a bit differently:
- They work with fewer websites: This means they can check each site more carefully, often by hand.
- Website owners have more control: When a website joins, they can say what kinds of ads they're okay with.
- They know the rules: These networks often have people who really understand the ins and outs of gaming ads.
- Good advice: They can help make sure ads follow all the rules.
- Finding the right audience: While they still have to follow local laws, these networks can help reach people who are really interested in online gaming.
Remember, even if an ad network says your ad is okay, you still need to make sure you're following all the laws in your area. But these smaller networks can be a good way to find people who want to play online games.
Conclusion
The online gaming industry is growing fast, but it's also facing more rules. Companies, promoters, and marketers need to keep up with the changing rules in different parts of the world. While there are challenges, there are also chances for success for those who can follow the rules effectively. By understanding and following regulations, finding new ways to advertise, and staying ahead of new trends, online gaming businesses can set themselves up for long-term success.
As online gaming keeps growing, it's really important to market responsibly and follow the rules. This isn't just about obeying laws; it's about building trust with players, partners, and regulators. To do well in online gaming, companies need to be able to adapt, be open about how they work, and always try to do the right thing. The future of online gaming will depend on finding a balance between exciting growth and careful regulation.
