TLDR Luckia is the first sports betting operator to run advertising campaigns on TikTok in Spain The campaign launched in late April 2026 through a partnership with media agency Performics Months of work with TikTok were needed to confirm sports betting ads were even allowed in Spain The move is part of Luckia’s international expansion strategy to reach global audiences Spain’s strict gambling advertising regulations made the campaign a complex process to execute
Luckia has become the first sports betting company in Spain to launch an advertising campaign on TikTok. The operator worked with media agency Performics, which is part of the Publicis Groupe, to make it happen.
The campaign went live in late April 2026. It represents a first for the Spanish gambling industry on the short-form video platform.
Getting to this point was not quick or simple. According to Performics, the activation followed several months of discussions with TikTok to determine whether sports betting advertising was even possible in Spain.
Once TikTok gave approval, the agency moved fast. Performics set up the official Luckia TikTok profile and finalized the campaign strategy within one week.
Spain has some of the strictest gambling advertising rules in Europe. These regulations limit where and how betting companies can promote their services on digital platforms.
How Luckia Navigated Spain’s Strict Ad Rules
Performics said that adapting the campaign to meet both TikTok’s platform requirements and Spanish law was one of the hardest parts of the project. Every element of the ads had to comply with legal standards before going live.
The agency described the process as a demonstration of how media companies can help heavily regulated industries find new digital channels. Compliance was central to every decision made during the campaign’s development.
For now, Luckia is using the campaign to