Hello, dear community! The fact that gambling is legalized in Ukraine is not news. However, many still don’t fully understand how this market actually works.
To be honest, neither did we—so we decided to dig deeper and also invited our trusted partners to share first-hand insights about the market’s current state.
Before we begin, a reminder that we’ve already covered how to run free traffic to gambling. Worth a read!
What Are the Legal Challenges?
Until December of last year, Ukraine had the Commission for the Regulation of Gambling and Lotteries—better known as KRAIL. This body oversaw how the gambling market operated in our country, including issuing licenses to operators and platforms.
There were serious questions about the effectiveness of this regulation—especially after the full-scale invasion began. In particular, a petition to liquidate KRAIL was submitted by Pavlo Petrychenko, posthumously awarded the title Hero of Ukraine.
Despite KRAIL’s liquidation, gambling platforms didn’t disappear; they kept operating, largely on licenses issued before the changes. And a new commission appeared soon after. Many were skeptical the moment they heard its name—PlayCity. But how exactly does this body differ from KRAIL? Let’s unpack it.
Why Was PlayCity Created?
The new regulator is designed to report to the Ministry of Digital Transformation (MinTsifra). Its primary goal is to ensure effective oversight of Ukraine’s gambling market, including tighter control over financial flows and fighting illegal operators.
Holding a license matters not only for platforms, but also for players—and even for affiliates. A licensed casino signals that player rights are protected under current law. For affiliates, it means we can promote such offers without negative consequences.
And, of course, taxes. Regulation should help the state budget receive roughly 10–15 billion UAH in revenue, part of which will be directed to the military.
In our view, the key aspect that should set PlayCity apart from KRAIL is digitalization. Streamlined, more digital licensing can accelerate approvals—which may lead to more Ukrainian offers in the gambling vertical.
Is PlayCity Already Operational?
If you try to find licenses issued directly by PlayCity, you’ll likely come up empty—for now. What you can find are cases where the new agency has annulled licenses.
The loudest story is recent: PlayCity revoked the license of the Russian casino Pin-Up, which had remained in Ukraine’s infosphere even during the war—promoted, among others, by “Levy na Dzhipi,” one of the most popular Ukrainian YouTube entertainment channels.
Advertising enforcement has begun, too. The Telegram channel “Trukha” was fined 4.8 million UAH for systematically advertising casinos in violation of the law—a first warning bell for affiliates.
Another bell: in cooperation with META, PlayCity had seven bloggers’ accounts blocked for casino advertising. Reasons included using improper channels (ads may run via websites or late-night TV, but not social networks), missing 21+ labels, and more.
So, does PlayCity work? Yes—and very actively. All these cases happened in the past few months. Expect that running gambling in Ukraine will require extra caution and strict compliance with current law.
How to Avoid PlayCity Sanctions?
If you plan to work with gambling traffic in Ukraine, be ready to operate within the established legal framework. This protects you and minimizes the risk of sanctions—from both ad platforms and the state itself (the latter is especially risky if you’re physically in Ukraine).
To avoid penalties when promoting gambling offers in Ukraine, you should:
- Comply with current legislation;
- Work only with vetted, licensed affiliate programs and offers.
Clearly, special attention goes to the first point, since it’s the most complex.
Conclusion
Ukraine’s new regulator, PlayCity, differs from its predecessor KRAIL—above all in enforcement. Under scrutiny are not only casinos, but also platforms and even individuals involved in their promotion. These risks must be factored into your future campaign planning.
Do you work with Ukrainian offers, including in the gambling vertical? Share your experience in our Telegram community, where you’ll find fresh, up-to-date news from the world of affiliate marketing!
Sincerely, Your Geek!