Kick Introduces Stricter Gambling Policies As Streaming Sites Face Regulatory Scrutiny

Streaming platform and Twitch rival Kick is tightening its gambling policies to enhance user safety and address mounting concerns over harmful and exploitative content. The platform, known for its openness to diverse streaming categories, has announced changes that will reshape its approach to gambling streams, one of its most-watched categories.

Starting Feb. 1, 2025, Kick will permit gambling streams only from approved platforms requiring identification to verify that users are 18 or older. This move aims to eliminate underage participation and bolster compliance with gambling laws.

These updates, part of a broader push for safer platform practices, were unveiled in a Nov. 26 announcement, with further adjustments anticipated in early 2025.

Kick already provides tools that empower users to customize their streaming experience, including options to filter out, for example, gambling or bikini content. These features offer greater flexibility, allowing users to create a feed that aligns with their preferences through site settings.

This functionality is particularly valuable for individuals who want to curate their viewing habits or for parents aiming to manage what content their children can access.

Kick intrinsically tied to gambling

Kick’s association with gambling is rooted in its inception. Founded by Bijan Tehrani and Ed Craven, who are also co-founders of online gaming and betting platform Stake, it initially gained traction by attracting prominent gambling streamers like Trainwrecks. Then, with major personalities like Adin Ross and xQc joining its roster, gambling content became one of its pillars.

In the first quarter of 2023, the “slots and casino” category ranked as Kick’s most viewed, leading the “Just Chatting” and “IRL” streams. It still holds the top spot, according to Kick Analyst.

While gambling streams have significantly contributed to Kick’s growth, the platform is adapting to evolving regulations and public scrutiny. By enforcing ID verification requirements, Kick aims to align with international expectations for responsible gambling promotion and preempt legal challenges.

In addition to revising its gambling policy, Kick is implementing other measures to enhance its user experience and security. Streamers now have the ability to customize their chat settings, restricting participation to viewers who have been registered for a specific period. This feature is designed to counteract bot accounts that can disrupt live streams and improve overall engagement quality.

New cautious approach warranted

Streaming platforms and content creators are increasingly under the microscope as regulators worldwide tighten restrictions on gambling-related content. As a whole, the European Union has indicated interest in addressing influencer-led gambling promotions.

In addition, individual countries, such as France and Denmark, have already taken concrete steps. Denmark’s gaming authority recently fined a streamer for promoting an unlicensed platform, emphasizing the growing accountability expected of creators.

Similarly, platforms operating in the U.S. have faced pressure to ensure compliance with gambling regulations. Twitch, a leading competitor of Kick, imposed restrictions in Sept. 2022, banning certain gambling content unless operators were licensed in the U.S. or other major jurisdictions.