Despite highly-publicized tensions resulting from Elon Musk’s recent acquisition of the company, Twitter remains an extremely influential social media platform and an indispensable marketing tool many businesses use.
While casual gaming marketing is a core niche of the Twitterverse, things can get a little more complicated regarding iGaming, the paid marketing of which is largely prohibited on the platform by the Twitter policy.
Let’s take a closer look at the nuanced state of Twitter marketing in the iGaming industry, including what’s allowed, what isn’t, and everything in between.
Prohibited Forms of iGaming Marketing
Even though many iGaming sites use innovative marketing strategies and emerging technology that should be highly compatible with the Twitterverse, such as NFTs, the promotion of gambling and iGaming is strictly prohibited on Twitter.
This includes the vast majority of gambling content related to both online & land-based casinos, bingo sites, sportsbook betting sites, fantasy sports/eSports sites, and lottery sites – it’s generally illegal to market any games or apps which can be played for real money on Twitter, including scratch card games.
The marketing of iGaming-related content such as bonus codes and vouchers, affiliate sites, gambling software, and services providing betting tips or odds calculators are also banned on the platform.
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Exceptions to the iGaming Marketing Rule
While the paid advertising of gambling-related content is generally prohibited on Twitter, there are certain exceptions to the rule.
For instance, operators and gambling providers may use Twitter to market gambling-related accessories (such as poker chips) and hotels that feature land-based casinos (so long as the emphasis is placed on the hotel rather than gambling).
Interestingly, while the marketing of fantasy sports betting sites is not permitted, posting fantasy sports news or information on the platform is acceptable.
Generally speaking, it seems as though a minority of gambling-related content is permitted by Twitter as long as this is responsibly delivered and not focused on gambling or real monetary gain.
Permitted Marketing of Physical Casinos by Country
While the benefits of using social media for business growth are numerous and well-documented, it can be more tricky to utilize the medium if you’re looking to market an iGaming site.
It is much easier to market a licensed land-based casino on Twitter, which is permitted in selecting specific markets. You can responsibly and legally market brick-and-mortar casinos on Twitter if you’re aiming for select markets such as Canada, the United States, Australia, New Zealand, or South Korea.
European countries that permitted land-based casino marketing on Twitter include the United Kingdom, Croatia, Spain, France, Austria, Germany, Belgium, Ireland, Italy, Bulgaria, Sweden, Switzerland, Finland, the Netherlands, and Norway.
Latin American nations in which casino marketing is permitted via Twitter include Colombia, Peru, Mexico, Chile, Argentina, the Dominican Republic, Ecuador, and Panama.
In contrast, permitted markets in Africa and the Middle East include Kenya, Nigeria, Ghana, South Africa, Tanzania, and Israel.
Many of these countries have also imposed their own rules and regulations related to the marketing of casinos and gambling-related content, so make sure that you research your target market thoroughly before beginning your campaign.
You are wholly responsible for anything and everything you post on Twitter, so make sure you don’t fall foul of the law or the platform’s complicated policy.