In the previous article, we looked at the general benefits and mechanics of promoting apps via Smart TV and Connected TV (CTV). Now we want to delve into the specifics of working with the most sensitive, yet highly profitable verticals: Gaming, Betting and Dating. Each of them has both unique opportunities in the CTV market and limitations that require a specific approach to creatives, targeting and compliance.
General Pros of Promoting Specific Verticals on CTV
In addition to the general benefits of CTV advertising detailed in the last article, we’d like to highlight a few more that are important to the niches we’re looking at.
Intersection of CTV audiences with betting, gaming and dating—IAB and Statista research shows that CTV audiences overlap strongly with key segments of these verticals:
- Gaming: up to 60% of CTV users actively play video games (on mobile, console or PC). The share of gamers is especially high among 18-34 year old men, the core of the Smart TV audience.
- Betting: viewers of sports content on CTV show a 40% higher propensity to bet compared to the average Internet user (according to eMarketer).
- Dating: users of AVOD and FAST services (e.g., Pluto TV, Samsung TV Plus) mostly coincide with the target audience of dating—adults 25-45 years old, active in mobile apps.
Thus, CTV becomes an effective tool to reach an audience already inclined to interact with products in these verticals.
High brand lift and ad recall—IAB research shows that CTV ads are 30-40% more memorable than similar mobile ads. For verticals where brand awareness plays a key role (especially in betting and dating), CTV is a powerful tool to build awareness and trust.
Premium context—advertising on CTV platforms is often associated with higher quality and reliability, which can help build a positive image for verticals that sometimes struggle with a yellow reputation.
Event targeting—e.g. advertising betting during sports broadcasts, dating during evening hours.
Common Difficulties in Promoting "Grey" Niches on CTV
The main barrier is strict advertising rules and moderation. And the rules vary greatly from country to country as well as platform to platform.
It is crucial to take into account geographical restrictions and accurately target ads in accordance with the legislation of each country/region where these verticals are allowed. As well as age restrictions (targeting only to adults 18+, 21+ depending on the jurisdiction) and creative requirements—no provocative, sexual or aggressive content can be used. The focus should be on the entertainment component, social activity, and new functions.
Rules and Nuances of Different Platforms
The rules of Smart TV advertising platforms are very conservative and often differ from those of, for example, the Google Play Store or the Apple App Store.
1. LG Ad Solutions (webOS)
LG Ads Solutions Advertising Guidelines (official rules for advertising on LG Smart TV devices)
LG Ad Solutions is very careful with sensitive categories.
- Gaming: May be allowed, but with strict content restrictions (no excessive violence, sexuality, gambling elements). Often an age restriction is required.
- Betting: Often prohibited or highly restricted. If allowed, only in jurisdictions where it is perfectly legal, with mandatory licensing and strict compliance with local laws. Disclaimers, proof of age required.
- Dating: Usually prohibited or with extremely strict restrictions. Content should be as “clean” as possible, with no hint of sexuality or deception. Emphasis on “seeking friendship” or “social connections” rather than romantic relationships.
2. Samsung Ads (Tizen)
Samsung Ads Advertising Policy (there is no directly separate public advertising policy, but basic restrictions are described in the privacy + media kit; detailed rules are usually available upon request to advertisers or through partners)
Samsung Ads, being one of the biggest players, also adheres to strict rules, but can be a bit more flexible in very specific cases than LG.
- Gaming: Allowed, but with strict rules on content. Approval depends on the ESRB/PEGI rating of the game.
- Betting: Often prohibited. Rarely allowed only for strictly licensed operators in highly regulated countries, with mandatory 21+ targeting and strict warnings. There may be additional age verification requirements at the platform level.
- Dating: Prohibited or highly restricted. If allowed, only “social” or “friending” apps without sexual overtones. Moderation is very strict.
3. Xiaomi Mi TV (Android TV)
Google Ads Advertising Policies (general advertising policies for all platforms, including Android TV)
Google Ads — gambling regulations
Google Ads — dating rules
Since Xiaomi uses Android TV, they are subject to Google Ads rules, but may have their own internal restrictions, especially in China and India where the brand is very strong.
- Gaming: Allowed, but subject to Google Play Store rules and local gaming laws. No banned content.
- Betting: Generally prohibited by Google Ads. There may be exceptions for state lotteries or regulated sports betting in a very limited number of jurisdictions (e.g., some US states, UK, Australia), but this is rare for CTV. A license and strict targeting is required. In Asian countries where Xiaomi is strong, this is almost always banned.
- Dating: Usually banned from Google Ads for apps that are explicitly “meeting” oriented. More “social” apps or those where the main focus is not on romantic relationships are allowed. Moderation is strict.
China and India, where Xiaomi is a leader, have very strict local laws regarding gambling and dating. In these markets, it is extremely difficult or impossible to promote such apps through official channels. However, due to the overall flexibility of Android TV, there may be more informal or regional advertising networks that work with these verticals, but they come with greater risks.
Third-party DSPs (The Trade Desk, DV360, Magnite)
DSPs can give access to CTV inventory with the desired subject matter. But, since they act as intermediaries, they must comply with the advertising policies of all publishers (LG, Samsung, Roku, various streaming services) whose inventory they sell. If a publisher prohibits betting, you will not be able to buy inventory from that publisher for betting through the DSP either. In addition to publishers’ rules, DSPs also have their own, often very strict advertising policies, which can be even stricter than individual publishers. This is done in order to minimize risks for the DSP itself.
Important: Always, before launching a campaign, check the current advertising policies of the specific platform (LG Ad Solutions, Samsung Ads, Google Ads/Admon) for each target country. Policies can change and non-compliance will result in ad rejection or even account blocking.
Niches and Opportunities on CTV Platforms
As a reminder, all platforms require adaptation to local laws and age restrictions
Recommendations for Verticals
Gaming
Pros on CTV: perfect for showcasing high quality graphics and immersive gameplay. High engagement.
Cons: content requirements (no violence, no gambling elements, age restrictions).
Creatives:
- Gameplay demo videos: Show off the best moments, key mechanics, cool graphics.
- Story trailers: For games with a strong storyline.
- Events and Updates: Announce new seasons, characters, events.
- Use QR Codes: Be sure to include a QR code to quickly navigate to the App Store/Google Play download page.
Famous Cases: mobile game developers often use CTV to promote their hits by showing cinematic trailers or gameplay cutscenes.
Betting (iGaming)
Pros on CTV: huge potential to reach target audience (who already watch sports broadcasts or themed channels on CTV), opportunity to build brand trust.
Cons: toughest regulatory restrictions and high risk of ad rejection.
Creatives:
- Sports/entertainment focus: emphasize statistics, excitement of sporting events, analysis opportunities.
- Informative: explain how the app works, what sports are available.
- Mandatory disclaimers: clear and visible warnings about responsible gambling (“Play responsibly”, “18+/21+”, “Risk of losing money”).
- No Guarantees of Winning: any hint of guaranteed income or easy money is strictly prohibited.
- Call to action: Use QR codes or short, memorable links to go to the site/application.
Known cases: In countries where this is allowed (UK, Australia, some US states), large betting companies (e.g. Bet365, FanDuel) actively use CTV for image advertising and attracting new users, especially during major sporting events.
Examples
Bet365 + Starti (Source: Starti)
- Goal: attracting new players and reactivating old ones.
- Solution: dynamic creatives, contextual targeting (sports), QR for switching.
- Result: +23,000 new deposits, +16,000 reactivated, CPA ↓31%.
Online bookmaker + Cadent (USA) (Source: Cadent)
- Goal: to increase brand awareness during March Madness.
- Solution: cross-screen campaign on CTV + linear TV.
- Result: significant increase in recall, brand intent.
Dating
Pros on CTV: Very wide audience, opportunity to create a positive, safe image.
Cons: Very strict restrictions on content (no explicitness, sexual innuendo, clickbait).
Creatives:
- Emphasis on socialization and finding common interests: “Find like-minded people”, “Discover new connections”.
- Positive, healthy relationships: Images of happy, smiling people engaging in shared hobbies.
- Safety and Privacy: Emphasize the trustworthiness of the platform.
- Avoid: Revealing outfits, provocative poses, hints of speed dating, clichés.
- Call to action: QR codes, simple links to download the app.
Known Cases: Large dating platforms (e.g. Bumble, Hinge) sometimes use CTV for image campaigns, focusing on “healthy” relationships and fighting prejudice.
Example
Dating campaign + LG Ads (UK) (Source: LG Ads)
- Goal: to increase install and brand awareness.
- Solution: home screen banners with CTA.
- Result: +22% install uplift, +15% brand lift.
Important Nuances and Tips For All Three Verticals
- Partner with experienced agencies: to promote such apps on CTV, it is critical to work with an agency that has in-depth knowledge of ad platform moderation and regulations, and understands the specifics of working with sensitive verticals. AdKeys has proven to have experience in this area.
- Prepare documents in advance: betting and some types of gamification will require licenses, permits, proof of age restrictions.
- Localization: not only language, but also cultural context and local laws.
- Focus on Brand Awareness: for these verticals, CTV is often a powerful tool to increase awareness and build trust, ultimately leading to organic install growth.
Promoting gaming, betting and dating applications on CTV is a challenging but potentially very lucrative task. On the one hand, we see severe restrictions and high competition, but on the other hand there are unique opportunities to reach a solvent, engaged audience on the big screen. Success lies in careful planning, a deep understanding of the rules of each platform and geo as well as the creation of high-quality, compliant creatives.
The AdKeys Digital team is ready to help you understand the ins and outs and effectively launch your campaigns on CTV. We have experience in a variety of verticals and know how to deliver results even on the most demanding platforms. Contact us for a consultation and together we will unlock the potential of your app on the big screen!
