Summary: Basher Agency works in Singapore and the rest of APAC on business-to-business marketing only: game studios, platform providers, payment and KYC companies, affiliates and other suppliers that sell to licensed operators. We run no player-facing campaigns in Singapore, because the Gambling Control Act 2022 makes advertising of unlawful gambling an offence and the regulator prohibits advertising by licensed operators unless it approves it (GRA, checked 5 November 2026).
Why Basher is B2B-only in Singapore
Singapore prohibits gambling unless it is licensed or exempted, and the list of licensees is short. According to the Gambling Regulatory Authority (GRA), licences cover the two casinos (Resorts World Sentosa and Marina Bay Sands), the lottery and betting services of Singapore Pools, gaming machine rooms run by community organisations, and social gambling run by those organisations.
On advertising, the GRA's responsible gambling page says two things that shape our work:
- All forms of advertising and promotion by licensed gambling operators are prohibited unless the GRA approves them.
- Under the Gambling Control Act 2022 it is an offence to advertise unlawful gambling in or from Singapore, or from outside Singapore to persons in Singapore. An individual convicted faces a fine of up to S$20,000.
So there is no Singapore player market for an agency to buy media in. We do not run SEO, paid social, affiliate or influencer campaigns aimed at players in Singapore, and we turn down requests to do so. The detailed regulatory picture is in our Singapore market guide.
Who we work with from Singapore
Some of the region's gaming suppliers run their sales, finance or regional management from Singapore. These companies sell to operators licensed elsewhere: PAGCOR licensees in the Philippines, MGA and UKGC licensees in Europe, and regulated operators in Latin America. Their buyers are heads of product, CMOs and procurement teams, not players.
That is the work we take on:
- Game studios and content aggregators that need operators to put their games in the lobby.
- Platform and PAM providers selling to new licensees and to operators switching platforms.
- Payments, KYC and fraud vendors whose sales cycle runs on trust, references and compliance proof.
- Affiliates and media companies that work with licensed brands in regulated markets.
Before any campaign starts, we ask the client's legal counsel to confirm that the material is B2B and is not gambling advertising under Singapore law. Basher does not give legal advice; we work alongside the people who do.
What we do for APAC B2B companies
Positioning and sales content. Product pages, case studies, licence and certification pages, and comparison content that a procurement team can forward internally. Written for operators, with the regulatory detail of each target market where it matters.
B2B SEO and AI search visibility. Operators research suppliers on Google and, more and more, by asking ChatGPT, Perplexity or Gemini. We structure pages so that answer engines can quote them accurately: direct answers, named sources, dates. See our iGaming SEO service.
LinkedIn, trade media and PR. Founder and executive content, trade press placements and award entries. Basher won AffPapa Agency of the Year 2025, SiGMA EURO-MED Best Marketing Solution Provider 2025 and an EGR Award 2025 for marketing campaigns, so we know how those programmes are judged. Our PR and communications team runs this.
Events. SiGMA Asia held its 2026 edition in Manila, and it is the main operator event for the region. We plan pre-event meetings, on-site content and the follow-up sequence, because the follow-up is where expo pipeline usually goes cold. Our content production arm films and edits on site.
Account-based campaigns. Paid LinkedIn and programmatic campaigns aimed at named operator accounts in licensed markets, with reporting on meetings booked rather than impressions.
APAC B2B: Thailand, Indonesia, Vietnam and Malaysia
Basher does not publish country pages for Thailand, Indonesia, Vietnam or Malaysia, and we do not target local-language gambling keywords in those countries. The decision is deliberate.
None of these four markets is one where we run player-facing campaigns, local-language gambling SEO, affiliate traffic or influencer deals aimed at residents. Gambling rules there are set nationally and change often, and a marketing agency is the wrong party to interpret them for an operator.
What we do cover from Singapore, for these four countries, is B2B work:
- Suppliers based in Bangkok, Jakarta, Ho Chi Minh City or Kuala Lumpur that sell to operators licensed in other jurisdictions, such as the Philippines or Europe.
- Development studios, customer support centres and tech teams in those countries that market themselves to licensed operators abroad.
- Attendance and meetings at regional trade events.
All of that work is in English and aimed at businesses. If a project would put gambling content in front of players in Thailand, Indonesia, Vietnam or Malaysia, we decline it.
How an engagement starts
Most APAC B2B projects start with a four to six week sprint. We audit how the client shows up when an operator researches its category (search results, AI answers, LinkedIn, trade press), map the five or six markets where its buyers hold licences, and agree the target accounts. After the sprint, clients either keep us on retainer or take the plan in-house. Engagement models are explained in About Basher Agency.
For operators licensed in the Philippines, see Basher in the Philippines.
FAQs
Can gambling operators advertise in Singapore?
Only with the regulator's approval. The GRA states that all advertising and promotion by licensed gambling operators is prohibited unless the GRA approves it. Advertising unlawful gambling in or from Singapore, or to people in Singapore, is an offence under the Gambling Control Act 2022.
Who is licensed to offer gambling in Singapore?
According to the GRA, licences cover the casinos run by Resorts World at Sentosa and Marina Bay Sands, the lottery and betting services of Singapore Pools, gaming machine rooms and social gambling run by community organisations. The Ministry of Home Affairs said in May 2026 that Singapore Pools is the only entity licensed to offer sports betting.
Does Basher run player acquisition in Singapore?
No. Basher works in Singapore only with B2B companies that sell to operators licensed in other jurisdictions, and asks their counsel to confirm the material is B2B before a campaign runs.
Why doesn't Basher have pages for Thailand, Indonesia, Vietnam or Malaysia?
Because we do not run player-facing work in those countries. Our APAC work there is B2B only, in English, and it is covered from this Singapore hub.
Which event matters most for APAC iGaming B2B?
For operator meetings in the region, SiGMA Asia in Manila. For suppliers selling into Europe or Latin America as well, the main European and Latin American trade shows still matter, and we plan the calendar per client.
Talk to us
If you sell to licensed operators from Singapore or elsewhere in APAC and want more qualified meetings, tell us about your company through the contact form. A senior strategist reads every message and replies.