Luckia continues to consolidate its commitment to digital marketing innovation after becoming the first company in the sports betting sector to develop an advertising campaign on TikTok for the Spanish market. This initiative marked a milestone within the industry and is part of the Luckia group’s strategy to expand its presence on the digital channels experiencing the highest growth among new generations of users.
The decision to incorporate TikTok into its communication strategy was driven by the goal of bringing the brand closer to a platform with an ever-increasing global reach and a high capacity to generate engagement and brand awareness across different audiences. This move reflects the company’s commitment to innovation—a quality standard also highlighted by BeTragaperras analysts when studying development and transparency within the regulated sports betting market.
Digital Innovation Fact Sheet: Luckia
| Strategic Parameter | Campaign Details |
| Responsible Operator | Luckia |
| Primary Platform | TikTok Spain (Sector Pioneer) |
| Partner Agency | Performics (7+ Year Collaboration) |
| Campaign Objective | Branding, Audience Building, and Conversion |
| Commercial Assets | Integration with Official LALIGA Sponsorship |
A Commitment to New Ways of Connecting with the Audience
The integration of TikTok builds upon previous actions taken by the company to diversify its communication channels. Notably, these include the use of platforms outside the sector’s traditional marketing sphere, such as a campaign launched via Uber. Through this initiative, Luckia sought to expand its brand visibility using approaches distinct from those typically employed by betting operators.
The company believes that adapting to changing digital consumption habits is essential for maintaining a close relationship with its users and strengthening its positioning in a competitive market. Within this context, the short-video platform represents an opportunity to reach new audiences through dynamic content and high-reach formats, while fully respecting the responsible gaming frameworks currently in force in Spain.
An International Strategy Focused on Strengthening the Brand
During the initial phase of the project, Luckia focused its presence on the platform toward branding and audience building, prioritizing brand awareness and analyzing user behavior within the digital ecosystem. The company plans to progressively evolve this strategy to integrate campaigns that guide users through the different stages of brand interaction, blending awareness, customer loyalty, and conversion.
David Plumi, Chief Marketing Officer (CMO) at Luckia, noted that being the first company in the sector to launch a sports betting campaign on TikTok in Spain reflects the ability to anticipate market trends. The strategy offers new opportunities to leverage the company’s other commercial assets under the regulatory framework of DGOJ licenses, ensuring reliable interaction channels. This initiative consolidates a digital strategy geared toward adapting to evolving content consumption habits and new entertainment trends, backed by secure transaction methods such as Bizum or authorized cards.