Weekly iGaming Market Update 24 December 2025

This weekly iGaming market update covers Denmark’s planned revenue-share ban, South Korea’s AI ad labeling rules, Greece’s crackdown on illegal gambling sites, Peru’s gambling tax results, and AffPapa’s 2026 event changes.

iGaming Regulatory & Affiliate News Roundup: 5 Updates You Shouldn’t Miss

Regulators are tightening rules across multiple markets, and the impact is clear: more pressure on illegal operators, stricter advertising oversight, and growing risk for traditional affiliate commission models. Below is a fresh, original recap of the latest developments and what they could mean for affiliates, operators, and players.

1) Denmark plans to ban revenue-share affiliate deals from 2027

Denmark is preparing a major shift in how affiliate partnerships can be paid. The proposal would prohibit revenue-share style affiliate agreements that calculate commission from player losses or turnover, starting in 2027. What makes this especially important is the scope: the change is expected to affect not only new deals, but also long-running commercial setups, potentially including agreements signed years earlier.

What this means for affiliates and brands

• Revenue share becomes a risk in Denmark-focused traffic if the law passes as drafted.

• Operators and affiliates may move toward CPA, fixed-fee, or hybrid models that don’t depend on player losses/turnover.

• Compliance teams will likely ask for contract restructuring well before 2027.

2) South Korea moves to label AI-generated ads after surge in illegal promotions

South Korea is pushing for clearer advertising transparency by requiring visible labels on AI-generated ads, expected from early 2026. The urgency comes from regulators reporting a sharp rise in misleading online promotions especially deepfake-style ads using fake endorsements (including “celebrity-like” imagery) to promote gambling-related products.

Authorities reportedly flagged over 96,000 illegal ads last year, showing just how fast these campaigns are spreading compared to enforcement capacity.

Why this matters

• Affiliate and operator marketing teams may need AI disclosure policies (even for simple AI-edited visuals or scripts).

• Platforms and ad networks will likely demand proof of compliance and clear labeling.

• Expect stronger action against misleading creatives, fake endorsements, and “too-good-to-be-true” claims.

3) AffPapa reshapes its event lineup ahead of 2026

AffPapa has announced changes to its event strategy by rebranding its main series as the AffPapa Conference. Alongside a refreshed look (logo/branding), the new approach appears to be a two-track model:

• Bigger, affiliate-led conferences planned for Madrid and Cancun

• Smaller, premium networking events hosted through the iGaming Club format

What to expect from this shift

• Large conferences remain the main stage for lead-gen and partnerships.

• Smaller events typically offer higher signal-to-noise, better for deal-making and deeper conversations.

• Brands may need to choose between scale (large) vs quality networking (small) depending on goals.

4) Greece blocks 11,000+ illegal gambling sites as enforcement intensifies

Greece continues to target the black market by blocking over 11,000 illegal gambling sites. Regulators estimate the illegal segment is worth up to €1.7bn annually, and they note a familiar challenge: operators adapt quickly, with new domains appearing constantly (reported around 10,000 new domains monthly in some discussions).

Authorities are signaling stronger enforcement tools, new legislation, and tighter cooperation with licensed operators.

Why this matters for players and affiliates

• Blocking actions can reduce access but also push illegal operators to mirror domains and aggressive redirect tactics.

• Licensed brands may benefit from reduced illegal competition if enforcement remains consistent.

• Affiliates should be careful with brand vetting and avoid sending traffic to questionable sites especially in tightly regulated EU markets.

5) Peru’s gambling sector reports ~€419m in taxes (Jan–Nov 2025)

Peru’s regulated gambling market continues to show strong tax contribution. From January to November 2025, the sector reportedly generated around €419.5m in taxes. Online sports betting was the biggest contributor, bringing in roughly €117.4m.

Authorities have also continued actions against unlicensed operators, while emphasizing that tax revenue supports public priorities such as health initiatives, sports development, tourism, and regulatory oversight.

Why this matters

• Growing tax intake often leads to tighter regulation and stronger enforcement, because the state has more incentive to protect the legal market.

• Operators may face higher compliance expectations, especially around responsible gambling and transparency.

• A clear path for regulated growth can be attractive for licensed brands and partners.

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Author: Sara G. - Last reviewed: 24 December 2025