4H AGENCY
This market overview was prepared by Ivan Kurochkin, Head of Eastern Europe Desk, Partner and one of the founders of 4H Agency.
After 10+ years’ experience in consulting every type of clients from the testing laboratories to global operators and B2B providers on a variety of matters related to the gambling operations, Ivan has proven himself to be a business- oriented
multi-jurisdictional advisor for entering new markets across the globe. His background helps him to choose the best and most efficient scenarios for expansion to new market or for bringing existing operations of the Agency’s clients to a significantly new level.
If you are considering venturing into the markets of CIS countries or seeking expert advice on navigating the complexities of the gambling industry, Ivan is the go-to person. Take action now and reach out to Ivan to explore how 4H Agency can support your endeavours in the vibrant and evolving landscape of the CIS region.
4H Agency is a global gambling advisory. We provide expert guidance to B2C operators and B2B providers, spanning market insights, payments, product localisation, regulations, licensing, public affairs, and more.
ik@4h.agency
t.me/Ivan_Kurochkin https://4h.agency
9:00 pm watershed. Before this time, advertising must not include sign-up offers targeted solely at new customers or refer to products that would not usually qualify for the pre-9:00 pm exemption. Te former blanket allowance for betting ads around televised sports has been removed. Now, betting adverts are permitted only during live televised sports events, but even then they are banned from five minutes before the event starts until five minutes after it ends.
2. Age and Vulnerability Protections
Ads must never exploit children or vulnerable persons and cannot be intentionally targeted at people under 18 through media choice, style, or context. Inviting a child or young person to gamble is a criminal offence. All TV and print adverts must clearly display either “18+” or “no under 18s”, and responsible gambling messages are required on all broadcast media.
3. Misleading Content Prohibitions
Marketing communications must not mislead or give the impression that gambling guarantees winnings. Ads cannot suggest gambling is a solution to financial problems, an alternative to work, a path to financial security, or a way to overcome loneliness or depression. Tey must not portray gambling as essential, as a way to improve personal qualities, or link it to toughness, resilience, or recklessness.
4. Affiliate and Partner Requirements
Affiliates, agencies, and influencers can promote a gambling brand only if they
have a signed agreement with the operator. Any promotional content must be age-gated and geo-gated, and the Gambling Commission’s branded content tools are recommended to ensure correct targeting and brand control.
5. Location-Based Advertising Rules
Digital adverts must not be placed on websites offering unauthorised access to copyrighted content. Operators must take reasonable steps to prevent third parties from breaching this rule, and contracts should allow for prompt termination if violations occur.
6. Bonuses and Incentives
Bonus or reward schemes must have clear, accessible terms and conditions. Tey cannot require gambling for a fixed period or frequency, increase in value for faster play, or grow faster than the amount spent.
Travel or accommodation perks must not be directly tied to a customer’s gambling level, and VIP schemes must comply with licensing objectives and Commission guidance.
7. Sponsorship Rules
Sponsorship deals, particularly with sports clubs, must comply with all advertising codes and relevant sports governing body rules. Logos or promotional material for adult gambling products must not appear on merchandise for children. Sponsorship of television programs must include
begambleaware.org and is subject to the same 9:00 pm watershed restrictions as regular advertising.
LOCAL MARKET SPECIFICS
Te UK gambling market is one of the most complex and highly regulated in the world, overseen by the Gambling Commission – widely recognised as the most experienced, proactive and influential regulator in the industry. Entering this market is costly, but the potential returns are significant, supported by the strong popularity of gambling, robust market revenues, high GDP and the country’s elevated standard of living.
At the same time, the operating environment is extremely strict: substantial fines, licence revocations and ongoing sanctions are a constant reality, making impeccable compliance a non- negotiable requirement. Offshore operators generate minimal traffic from the UK due to effective (albeit not entirely infallible) protective measures that maintain the market’s integrity and competitiveness.
From a performance perspective, gambling revenues in the UK continue to grow, with the online sector as the main driver. Digital and mobile platforms, particularly sports betting, instant-win games and online adaptations of traditional formats, are capturing an increasing share of player engagement. While the number of land- based venues is gradually declining, the retail segment remains financially important, with slot machines delivering record revenues. Te overall trend is a steady shift toward interactive and mobile-first experiences, accompanied by higher participation frequency and broader product offerings, which in turn heighten competition in the online space.
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