Streaming platform Kick with new gambling rules for a better image

Since its foundation, Kick has developed into the largest medium for gambling-related streams worldwide. Right from the start, a ‘Gamblers welcome’ sign was put up, so to speak. This quickly led to a questionable reputation: in particular, the fact that minors repeatedly come into contact with correspondingly sensitive content regularly leads to criticism. Kick now wants to improve its image by introducing stricter youth protection regulations. Will the changes really make a difference?

Kick and gambling - for many users of the streaming service (and also outsiders), they go hand in hand.

The problem that many people see is the following: Not only is gambling very openly practised - it is also advertised quite bluntly. Now, however, the activities are to be restricted. In a post on the social network X, Kick has made it clear that it wants to reduce ‘harmful and exploitative’ gambling content. But what exactly does that mean? Will the streaming service manage to improve its controversial reputation? It doesn't look like it will.

Gambling content to be restricted from 1 February

From 1 February 2025, gambling content may only be streamed on Kick if it comes from platforms that require age verification via an ID document for access. This also applies to advertising that is brought to the community by other means.

This measure is intended to prevent minors from using such sites. The move may not seem like a real step in the right direction at first, as most online casinos with an official licence check the age of their customers.

With this change, Kick apparently wants to minimise the frequently criticised risks that arise from gambling streams for young, easily influenced viewers. Prominent streamers such as xQc or Roshtein, who regularly present gambling content to large audiences, could well be more restricted in future as a result. We recently reported that professional footballer Alisha Lehmann ‘outed’ herself as the official ambassador of an illegal online casino in an Instagram clip.

Criticism of this regulation was not long in coming:

• The well-known gambling streamer Xposed describes the change via his X account as a targeted measure to direct users to the Stake.com platform.
• He also criticises the fact that streamers who show content from other gambling providers are generally made less visible. According to Xposed, they are at an unfair disadvantage as they do not appear on the homepage or in the platform's recommendations, which significantly limits their reach.
• Some voices in the community are already comparing Kick to ‘Twitch 2.0’.

The question of whether the changes are really intended to strengthen the protection of minors or, above all, to consolidate the platform's own market position remains unanswered.

Dealing with gambling streams on Kick remains tricky

The changes to the guidelines for gambling content are definitely a gain for the protection of minors, but unfortunately not as sustainable as some might think at first glance.

Of course, children and young people can no longer be active on gambling platforms that are shown on Kick. Nevertheless, the open handling of corresponding content remains. If you want to watch a streamer gambling with money games, there is hardly anything to stop you.

The passage on gambling in the Kick Community Guidelines is generally quite straightforward and not particularly differentiated:

‘We recommend that all users inform themselves about the legal regulations for gambling in their respective regions and take these into account to ensure compliance with local laws. Whether you are allowed to stream gambling games online (e.g. online poker, online blackjack) depends on the laws and regulations of the country in which you are located. Streaming games of chance on Kick with other users' stakes is strictly prohibited, this also applies to any form of “buy-in” via competitions and lotteries. Participation competitions / weighted giveaways are not permitted. Minors may not be associated with games of chance, whether through participation or otherwise.’

• Here, the responsibility is initially transferred to the users or streamers: they must inform themselves about the regulations in their region and may only operate on Kick within precisely this framework.
• Streamers are also not allowed to gamble with other people's money or even organise games of chance or similar activities themselves.
• It is ultimately forbidden to associate minors with gambling. This applies above all to participation - so young people should not be part of the streams. There is a requirement to be of legal age in order to watch, but as shown above, this is checked rather poorly than properly.

Also interesting: Rapper Kolja Goldstein is said to have turned down a casino deal worth 60,000 euros a month for streaming.