Ukraine’s gambling regulator PlayCity has expanded its partnership network by adding the social media platform Kick to its list of collaborators in the fight against illegal gambling advertising. The regulator announced the move as part of its ongoing efforts to curb the widespread growth of unauthorized gambling promotions across digital channels. PlayCity already works with major platforms including TikTok, Meta, YouTube, Google, Twitch and Viber to monitor and remove black market gambling adverts.
The addition of Kick represents a strategic step in PlayCity’s broader campaign to clean up Ukraine’s gambling advertising landscape. The regulator has been actively seeking cooperation with social media and streaming platforms to identify and take down content that promotes unlicensed gambling operators. By partnering with Kick, PlayCity aims to extend its reach into newer, rapidly growing platforms where illegal gambling advertisements may be proliferating.
Ukraine’s gambling market has been undergoing significant regulatory reforms since the legalization of gambling in 2020. The establishment of PlayCity as the national gambling regulator was a key part of these reforms, tasked with issuing licenses, overseeing operations, and enforcing compliance. However, the black market for gambling remains a persistent challenge, with illegal operators often using social media and streaming services to attract customers. PlayCity’s partnerships with digital platforms are designed to disrupt these channels and protect consumers from unregulated gambling.
The regulator’s collaboration with Kick is particularly noteworthy given the platform’s focus on live streaming and its popularity among younger audiences. Kick has grown rapidly as a competitor to Twitch, attracting streamers and viewers with more lenient content policies. This has made it a potential vector for illegal gambling advertisements, which PlayCity is now better positioned to address through the partnership. The exact terms of the collaboration have not been disclosed, but it is expected to involve joint monitoring and reporting mechanisms.
PlayCity’s existing partnerships with TikTok, Meta, YouTube, Google, Twitch and Viber have already yielded results in removing thousands of illegal gambling ads. The regulator has emphasized that these collaborations are essential for staying ahead of black market operators who constantly adapt their tactics. By adding Kick to its roster, PlayCity is signaling its commitment to a multi-platform approach that covers both established and emerging digital spaces.
The move also reflects a broader trend among gambling regulators worldwide to engage directly with technology companies to combat illegal advertising. In Ukraine, where the legal gambling industry is still maturing, the fight against the black market is seen as crucial for protecting state revenues and ensuring consumer safety. PlayCity has previously warned that illegal operators often target vulnerable individuals with aggressive marketing, and the regulator’s partnerships aim to reduce the visibility of such content.
Industry observers note that the effectiveness of these partnerships depends on the willingness of platforms to cooperate and the speed at which illegal content can be identified and removed. PlayCity has not provided specific metrics on the impact of its collaborations, but the regulator has stated that it is committed to expanding its network of partners. The inclusion of Kick suggests that PlayCity is monitoring trends in digital media and adapting its enforcement strategies accordingly.
For Kick, the partnership with a national gambling regulator could help the platform demonstrate its commitment to responsible content moderation. As Kick faces scrutiny over its content policies, working with regulators may enhance its reputation and reduce the risk of legal challenges. The platform has not commented publicly on the partnership, but its inclusion in PlayCity’s list suggests a formal agreement is in place.
Looking ahead, PlayCity is expected to continue seeking new partnerships with other social media and streaming platforms. The regulator has indicated that it is in discussions with additional companies, though no names have been disclosed. The ultimate goal is to create a comprehensive network that can effectively police the digital advertising space and minimize the reach of illegal gambling operators. As Ukraine’s gambling market evolves, the success of these efforts will be closely watched by both industry stakeholders and other regulators facing similar challenges.