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 study how TikTok’s audience responds to sports betting content. The operator wants to understand user behavior on the platform before building out larger marketing strategies.
Blanca de Blas, speaking on behalf of Performics, credited the launch to close collaboration between the agency and TikTok. She said strategic vision helped them become the first to activate sports betting advertising on the platform in Spain.
Luckia Eyes Global Reach Through TikTok
David Plumi from Luckia said the TikTok launch fits into the company’s broader international expansion plans. He pointed to TikTok’s ability to generate reach and virality as key reasons for choosing the platform.
Plumi said Luckia wants to be present wherever its global audience spends time online. He added that TikTok offers a creative environment that helps the brand connect with new markets and commercial partners.
One asset Luckia plans to highlight on TikTok is its recent partnership with LaLiga, the top professional football league in Spain. The deal gives the operator high-profile content to feature on the platform.
Performics and Luckia have worked together for more than seven years. The TikTok campaign is the latest step in that ongoing business relationship.
The agency said the campaign shows that commercial opportunities continue to grow on social media, even in industries facing heavy advertising restrictions. It views the activation as proof of its ability to spot emerging trends in digital marketing.
Luckia believes the campaign could influence how other regulated betting companies approach social media advertising in Spain and potentially in other countries. The operator sees itself as setting a path that others in the industry may follow.
The campaign remains in its early stages, with Luckia focused on gathering data and learning from TikTok’s audience before scaling up its efforts on the platform.
