Luckia.es says that it has become the first company in Spain’s gambling sector to activate its sports betting campaign via TikTok. The company announced the news on May 7, 2026, following the activation done through Performics, the media agency linked to Publicis Groupe.
Campaign Starts with Compliance Checks
This marketing campaign did not go through the traditional process of media buying. According to the Spanish advertising trade coverage, Performics and TikTok worked for several months to review if such a campaign could be launched in Spain. Once it received approval, Performics created the account, planned the creative concept, and set the strategy in about a week.
Spain remains a tightly controlled advertising market for gambling brands. Social media platforms also have their limits on advertising. For instance, TikTok does not allow advertisements that promote any illegal services, mislead users, or target underage audiences.
Luckia Uses TikTok as a Brand Test
The first stage involves branding and audience learning. Through this campaign, Luckia aims to study how sports betting content performs on TikTok and whether the channel can support wider funnel activity later.
Marketers at Luckia link the campaign to the company’s broader international plans. According to David Plumi, CMO at Luckia, TikTok allows Luckia to reach large global audiences. Additionally, he mentioned Luckia’s LaLiga agreement among the assets the company can use in a short-video environment.
For Performics, the campaign brings yet another case study in a restricted category. Also, Luckia and Performics have been collaborating for more than seven years already, according to the Spanish report. The TikTok project appears to build on that long client relationship.
Spain Becomes a Test Market
It’s important not to confuse the campaign with TikTok being now fully opened for all betting advertisers in Spain. In reality, the message here is much more targeted. Licensed operators may have a route into TikTok only when platform approval, local rules, and certification requirements are met. Operators will also have to prove that their brand campaigns do not constitute aggressive acquisition tactics.
For Spain’s betting market, the Luckia launch is a test case of how regulated brands can work with large social platforms. Other operators will likely watch whether the campaign clears compliance checks and delivers enough audience data to justify similar tests.
