In the first quarter of 2026, bookmakers significantly increased their promotion within mobile applications. They accounted for 5–6% of all mobile advertising budgets, up from 3–4% a year earlier, and segment spending grew 1.7 times. The entire market for such advertising was estimated at 10 billion rubles over three months.

Pari and Fonbet increased their presence the most. The share of the first company among bookmakers rose from 27% to 31%, and the second from 26% to 28%. Winline, BetBoom, and Liga Stavok, on the contrary, slightly reduced their figures, with Winline focusing on television and sports team sponsorships.

The problem is that the law permits betting advertising only on a limited number of platforms: in sports media, broadcasts, on league and federation websites, and at stadiums. Therefore, a banner in a regular mobile game, social network, or utility may constitute a violation. The use of images of real people, including athletes and celebrities, is also prohibited.

The FAS checks such placements after complaints, but the maximum fine is 500 thousand rubles, and the minimum is 100 thousand. Lawyers believe that for large companies, these amounts may seem like ordinary promotion expenses: audience reach turns out to be more valuable than a possible penalty.