In a significant shift for the Spanish digital advertising landscape, Luckia has become the first sports betting operator in the country to launch an official advertising campaign on TikTok.
The breakthrough follows months of strategic planning and marks a new era for highly regulated industries seeking visibility on high-reach social platforms.
Strategic Vision and Compliance
The campaign was developed in partnership with Performics, a media agency under the Publicis Groupe. Before the launch in late April 2026, the teams spent several months working directly with TikTok to ensure that sports betting advertisements could be executed within the bounds of Spanish law. The transition from profile creation to the final strategy design took only one week following formal approval.
Luckia’s primary goal is to analyze audience behavior on the platform and lay the foundation for a “full-funnel” strategy. Blanca de Blas of Performics highlighted the achievement, stating:
“Collaboration and strategic vision have helped us to become the first company to activate sports betting on TikTok in Spain.”
International Reach and Virality
For Luckia, the move to TikTok is a logical extension of its international expansion plans. David Plumi noted that TikTok offers the greatest capacity for reach and virality, allowing the brand to connect with its global audience more effectively. The channel will also serve as a platform to showcase major assets, including Luckia’s high-profile partnership with LaLiga.
Plumi added that the seven-year collaboration between Luckia and Performics has been instrumental in detecting new digital trends. This activation is expected to influence how other regulated betting companies approach social media in Spain and beyond. By navigating the complex intersection of platform requirements and strict advertising laws, Luckia has set a precedent for digital engagement in the gambling sector.
