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Luckia became the first sports betting operator in Spain to create advertising campaigns on TikTok, marking a breakthrough for the country’s gambling industry and digital advertising.
The campaign was implemented through cooperation with Performics, the media agency controlled by the Publicis Groupe, and is based on the operator’s strategy to grow online visibility on high-reach digital channels that have substantial foreign audiences.
This campaign can be called a great leap forward for an industry that faces severe limitations related to the availability of advertising on various digital platforms.
How Collaboration with TikTok Led to the Launch
According to Performics, the activation was preceded by several months of work with TikTok in order to identify whether sports betting advertising was feasible in Spain.
The official campaign was released late April 2026, with the agency completing all necessary steps, from the creation of the Luckia.es TikTok profile to the final strategy design, within one week after approval of the ad.
At this stage, the operator’s main aim is to familiarize themselves with the target audience’s behavior on TikTok, assess the category’s potential, and lay the foundation for future full-funnel strategies.
As Blanca de Blas said, “Collaboration and strategic vision have helped us to become the first company to activate sports betting on TikTok in Spain.”
Advertising under Strict Regulations
This campaign was carried out against the background of extremely tight advertising regulations in Spain and the rest of Europe. According to Performics, adaptation of the operator’s strategy and ads to platform requirements and laws were some of the most critical aspects of the project.
Thus, the activation demonstrates how modern media agencies help highly-regulated industries navigate complex conditions in digital environments while ensuring compliance with platform requirements and legal norms.
TikTok Helps Expand Reach Internationally
As stated by David Plumi, the implementation of Luckia’s TikTok strategy should be considered a logical step in its international expansion process.
Plumi mentioned that: “We want to be present everywhere where our global audience is. And TikTok has proven to be the social network with the biggest capacity for reach and virality.”
In his opinion, the TikTok channel should allow the operator to gain additional exposure in international markets, develop relations with major brands and commercial partners, and demonstrate key assets in the dynamic creative environment offered by the network.
Among others, this includes the partnership with LaLiga, which Luckia has acquired recently.
Social Media Offers Growing Commercial Potential
It is noteworthy that this case shows how commercial possibilities keep expanding even in those categories that face stricter limitations on the use of social networks. According to Performics, it once again confirms its ability to detect new trends in the digital sector and implement client strategies in emerging markets.
As David Plumi noted, the company and the operator have had a fruitful business collaboration for more than seven years now, with TikTok activation being another step towards further success.
Luckia believes that its decision to promote sports betting on TikTok could impact how other companies in the regulated betting industry would approach social networks in Spain and possibly other countries.
Source: SBC Noticias
