The first iGaming brand to advertise on TikTok
No iGaming brand in Azerbaijan advertised on TikTok. We opened the channel together with its regulation, brand risks and platform rules, and built a new door to a young audience.
- Role
- Digital Channel and Marketing Manager
- Year
- 2025
- Channel
- TikTok Ads
- Market
- Azerbaijan
The young audience was on TikTok, the brand was not
The brand had no presence on the platform where 18-34 year-olds spend most of their time. As a regulated category, TikTok’s ad policy, local law and the brand’s reputation all had to be considered at once.
Goals
- Secure ad approval and a compliance framework for the category on TikTok
- Adapt the brand voice to short video
- Measure the campaign all the way to sales
How we did it
Compliance
Platform policy, age targeting and responsible gaming messages.
Creative system
A test matrix for hooks, formats and endings.
Measurement
Aligning TikTok Pixel, Events API and GA4.
Optimisation
Weekly creative refreshes and audience tests.
Results in %
- FirstiGaming brand to advertise on TikTok in Azerbaijan
- +[X]%reach among 18-34 year-olds
- +[X]%sign-ups from TikTok
- -[X]%cost per acquisition
Opening a new channel in a regulated industry is less about marketing and more about asking the right questions in time.