iGaming UGC agency

Why gambling UGC needs a vertical-by-vertical brief

The same 20-second creator video can be approved on one platform and rejected on another, or legal for a casino and illegal for a sweepstakes brand in the same state. As of October 2026, these are the rules that change a UGC brief most.

• Every ad platform wants proof first. Meta requires prior written permission and evidence of a licence in each targeted territory, and bars targeting under-18s. Google requires certification and a valid local licence for every region, and in the US an addiction warning must sit in the ad or on the landing page.
• TikTok is market by market. TikTok allows gambling ads only in approved markets after certification, and its policy bars ads that feature underage people or show false offers.
• UK casting has an age floor. Under CAP Code rule 16.3.14, nobody who is or seems under 25 may play a significant role in a UK gambling ad. We cast creators who are 25+ and look it.
• Sweepstakes rules shift by state. California banned dual-currency sweepstakes casinos from 1 January 2026 under AB 831, including promoting them. Sweepstakes UGC must be geo-limited to states where the model is still legal.

Online casino is the vertical we film most. Our casino UGC agency page goes deeper on slot, live dealer and crash game scripts.

What changes in a UGC brief per gambling vertical

We keep one production system and change four things per vertical: the hook, the screen we show, the claim limits and where the video may run.

Sportsbook apps need their own capture workflow, because store listings accept only clean screen recordings. Our betting app UGC service covers that split between creator footage and app captures.

How a UGC batch runs

1. Approval map. We list the platforms and markets you are certified for and write the claim limits for each into one brief.
2. Casting. Adult creators matched to your player, aged 25+ in looks and fact for UK work, with a clean record on gambling content.
3. Hook testing plan. One message, several openings. We change the first three seconds and keep the rest fixed, so each result points to one variable.
4. Filming and review. Creators film against the brief, and your compliance team signs off every cut before it goes near an ad account.
5. Refresh cycle. When a winning hook starts to tire, we brief new creators on the same angle rather than re-editing old footage.

Usage rights decide how long a video earns. We agree paid use, term and territory up front, as set out in our iGaming creator usage rights guide.

What you get

• A per-vertical brief Hooks, screens to show, claim limits and platform notes in one document.
• Cast creators Adults with verified age, matched to your player profile and market.
• Hook variants Each concept cut with several openings, in 9:16, 1:1 and 16:9.
• Written usage rights Paid, organic and whitelisting terms per video, with dates and territories.
• Compliance pack Ad labels, responsible gambling lines and age notes applied to every cut.

Your ad account shows which video won. We add the why: hook, creator, vertical and length per variant, plus cost per first deposit or sign-up from your own data, so the next brief starts from evidence.

If you want to brief creators yourself, our guide to hiring UGC creators for casino ads covers rates, contracts and briefs.

Why 3betmedia

Our team has managed 50K+ UGC pieces. In our creator campaigns, Swissmoney onboarded 32,000+ users and cut CPA 4x, SignalPlus reached 6,632 new users against a 4,000 target, and STEPN gained 5,344 new users. Today we also run streamer and clipping campaigns for licensed online casinos.

We never script wins as proof, never present gambling or trading as income, and only deliver for markets where your brand is licensed or legal. Prediction market ads have their own platform rules, set out in our prediction market advertising rules page.