Regulatory notice
Updated October 21, 2026. Since September 25, 2026, Provisional Measure 1,394 has banned fixed-odds betting in Brazil. The measure still needs a vote in Congress and is being challenged at the Supreme Federal Court (STF).
NWLAB runs performance marketing for sports betting and online casino operators: paid media on Meta and Google under the operator's gambling authorization, measured by cost per FTD (first-time deposit), SEO for search engines and AI assistants, and a landing page per country built to local rules. We work with licensed operators in Brazil, Portugal, Spain and Latin America.
No commitment. Just context, judgment and clarity.
Results vary by context. We use our diagnostic to frame feasibility before any projection.
Spain's regulated online gambling market generated EUR 410.26 million in GGR in Q2 2025, up 18.6% year over year
DGOJ, 2025
Spain's online operators spent EUR 164.5 million on marketing in the same quarter, up 37% in a year
DGOJ, 2025
Of that spend, EUR 82.6 million went to promotions, EUR 62.9 million to advertising, EUR 14 million to affiliates and EUR 5 million to sponsorship
DGOJ, 2025
Spain averaged 1.7 million active gambling accounts and 168,000 new accounts per month in Q2 2025
DGOJ, 2025
Online gambling gross revenue in Portugal grew 14.4% in Q2 2026 compared with the same quarter of 2025
SRIJ, 2026
Colombia has 15 authorized online gambling operators, a figure updated in May 2026
Coljuegos, 2026
Betting and online casino operators don't need more traffic. They need players who deposit, come back and pay back the media spend. That's why the work brings together platform authorization, a page per country, media measured by the cost of each first deposit and retention that grows LTV.
iGaming is an industry where every country has its own regulator, license and mandatory warning, and where Meta and Google only let you advertise after they authorize the account. Meta requires prior authorization of the ad account, with proof of a license from the regulator, and prohibits targeting anyone under 18. Google requires certification and a local license for every region the ad runs in. The rules come before the creative. Then comes the yardstick: sign-ups don't pay for media, first deposits (FTDs) do, and what decides whether an acquisition paid off is the net gaming revenue (NGR) the player generates over the following months. Every campaign is built on that yardstick, country by country.
A sign-up that never deposits doesn't pay for media. The campaign's yardstick is cost per FTD, the first deposit, and that deposit has to be tracked and sent back to the platforms as a conversion. Without that, the report celebrates volume while the budget buys players who never played.
On Meta, online gambling ads only run after the ad account is authorized, with proof of a license from the regulator, and every new country has to be declared before you target it for the first time. On Google, the operator needs certification and a local license for each region. A campaign built before that won't run, and the launch calendar slips.
Every market has its own mandatory warning. In Brazil, Ordinance SPA/MF 1,964/2026 requires the phrase "Ministério da Fazenda adverte" (the Ministry of Finance warns) on at least 10% of the ad. In Spain, starting December 5, 2026, banners carry a risk message in a strip covering at least 15% of their height, plus the notice "Solo para mayores de 18 años" (adults 18+ only), under a DGOJ resolution dated September 18, 2026. Creative designed for a single country turns into rework when the campaign opens another.
In Q2 2025, Spain's online operators spent EUR 82.6 million on promotions and EUR 62.9 million on advertising (DGOJ). Bonuses are part of the acquisition cost, and what tells you whether they paid off is the player's NGR over the following months. Without email, CRM and reactivation measured by cohort, cost per FTD looks good and the LTV doesn't add up.
Before any ad spend: the license confirmed in each country, ad account authorization on Meta, certification on Google and every new jurisdiction declared. Tracking goes live at the same time, with sign-up, first deposit and repeat deposits as separate events, so the campaign is measured by FTD from day one.
Each country gets its own landing page, in the local language and under local rules: 18+, the mandatory warning, clear bonus terms and the local domain when the regulator requires one. The page goes straight to sign-up, with as few steps as possible to the first deposit.
Paid media on Meta and Google, with creative tested by country and budget moved by the cost per FTD of each market and channel. Under-18s are excluded from every campaign, and every ad ships with the warning of the country it runs in.
Content that answers the questions players ask Google and AI assistants, with data and sources, fast pages and structured data. It is the channel that takes longest to pay off, and the one that keeps bringing in sign-ups when the media budget changes.
After the first deposit, email and CRM with automation handle the second and third visits, win back players who stopped and keep bonuses on an NGR yardstick. What you track is net revenue by FTD cohort, month by month, and that number sets how much you can pay for a new player.
Want this operation mapped to your business?
Free DiagnosticWho it is for
Licensed operators advertising in Portugal, Spain, Mexico, Colombia, Peru or Argentina
Operators authorized in Brazil
Foreign operators preparing to enter the Brazilian market
Teams that measure results by FTD, LTV and NGR, not by clicks or sign-ups
Who it is not for
Affiliates and review sites: NWLAB works only with operators
Operations without a license in the country where they want to advertise
Anyone chasing sign-up volume without looking at deposits and retention
Yes, always in the account of a licensed operator. Meta only allows online gambling ads after it authorizes the ad account with proof of a license, and it prohibits targeting anyone under 18. Google requires certification and a local license for each country the ad runs in.
Brazil, Portugal, Spain, Mexico, Colombia, Peru and Argentina, always with an operator licensed in that country. In Argentina, Google only accepts gambling ads in six provinces, including Buenos Aires Province and the City of Buenos Aires. In Chile, Google does not certify gambling ads.
An FTD (first-time deposit) is a player who has made their first deposit. A sign-up with no deposit doesn't pay for media, so the campaign is bought and judged on cost per FTD. After that, what shows whether the FTD was worth it is LTV and NGR, the net revenue the player generates after bonuses.
No. NWLAB works only with licensed operators. Affiliates, review sites and influencers are outside our scope.
Paid media shows cost per FTD within the first few weeks, as long as platform authorization and deposit tracking are in place beforehand. SEO and AI search take months to pay off and keep bringing in sign-ups afterward. Retention shows up month by month, in the net revenue of each FTD cohort.
Yes. Every page follows the standard NWLAB uses on its own site: a direct answer right at the top, data with sources, real questions as headings and structured data. In iGaming, that applies by language and by market, with content that stays within each country's advertising rules.
It belongs in the brief, not the footer: no campaign targets anyone under 18, and every ad ships with the mandatory warning of the country it runs in. In Brazil, the phrase "Ministério da Fazenda adverte" takes up at least 10% of the ad; in Spain, starting December 5, 2026, the risk message fills a strip 15% of the banner's height. Promises of easy wins and bonuses with hidden terms stay out of all copy.