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The future of influencer marketing in the igaming industry

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Author: Anna Zhukova, Team Lead (iGaming vertical) of Famesters agency 

 

Influencer marketing is no longer a way to promote a new mascara. Today, it is a dominating strategy for complex brands, products, and platforms. From 2016 to 2022, the average annual growth rate of the influencer marketing industry was 46.9%.

9 of 10 iGaming industry players use this channel permanently as a powerful way to connect and engage with their target audiences. It is easy to explain: smart leveraging the power of influencers can bring tremendous results already during the test launch.

Why use influencer marketing for iGaming?

By partnering with influencers who have a large and engaged audience in the iGaming community, brands can tap into a highly motivated audience that is more likely to respond positively to their marketing messages. Additionally, influencers provide a level of authenticity and trust that is difficult to achieve via traditional advertising channels, especially for those products that are not easy to promote due to legal risks. Finally, iGaming brands can leverage influencer marketing to stand out from competitors and stay on top of mind with consumers in a skyrocketing competitive market: the iGaming industry, comprising online gambling, sports betting, and casino games, has experienced rapid expansion in recent years. In 2021, the industry was estimated to be worth $61 billion annually, and has projections of an 86% growth rate by 2028. 

Current situation and upcoming trends

As the iGaming industry evolves year by year, brands build their communication and expand the audience with content creators. According to the BuzzGuru research, 89% of the marketers admit that ROI from influencer marketing is higher than from other channels.

Year by year, by allocating influencer marketing budgets, iGaming brands gain the ability to expand their reach to new audiences and improve performance among existing ones. This advantage enables iGaming industry players to skyrocket. Today, we observe the rise of brands’ collaborations with micro-influencers: 77% of the brands prefer working with this type of creators. It is easy to explain: collaborations with niche creators usually bring better performance. Micro-influencers are seen as more authentic and engaging than larger influencers, that is why they can help build a more loyal and engaged customer base.

The trends in influencer marketing shaping the future of the industry are: 

1. Diving deep

Influencer marketing is evolving towards a more comprehensive approach where content creators are deeply involved in promoting products. This approach goes far beyond traditional CPA deals, where influencers are paid based on the results they deliver. Today, we see creators who use iGaming products they promote regularly and at the same time express genuine excitement towards them becoming brand ambassadors. This leads to more genuine promotions because the creators provide not just the basic product information, benefits and bonuses the platform prepared for new users, but also their own unique experience. As a result, the promotions become more authentic and resonate better with the audience.

2. Long-term partnerships

More and more iGaming brands prefer to build long-lasting relationships with influencers, rather than one-off campaigns. This approach kills two birds with one stone: brands build more authentic and loyal relationships both with influencers and their audience, thus enlarge their own and attract new users. A successful approach is to build long-term relations for iGaming brand is to collaborate with influencers who already performed well and seek out content creators who are alike. Niche creators often form small communities, so partnering with such influencers can help broaden your brand’s reach by tapping into their audience. 

3. Transparent messages

There is a growing emphasis on the transparency of ads. Simple promotions of casinos and betting platforms on YouTube and Instagram are forbidden, that is why the ad messages should be native and transparent. Tell about the benefits of your platform, its USP, and bonuses new users get after registration. At the same time, be clear in calls for action and use simple ones, such as ‘click here’, ‘register now’, ‘use a promo code’, and others.

Opportunities and challenges

Promotion of betting platforms and online casinos through influencers unlocks new possibilities for brands to expand their existing audience, including the opportunity to target new geos, build brand awareness and trust, and, finally, attract new players. 

Let’s see how it works: an influencer showcases a bet slip or a feature they find impressive in an iGaming app or platform, along with a hyperlink in their post that  leads to a casino lobby or a betting platform. This provides the audience with a clear and understandable picture of what they can expect from the app or a platform from a trustworthy creator they follow.

The success of an influencer marketing campaign highly depends on certain factors: creatives’ quality, relevant creators and their audiences. It is crucial to find influencers who have a strong performance and whose values align with those of your brand. One key aspect to consider is the relevance of your product to the content produced by the influencer. For example, at Famesters when planning integrations for betting platforms, we prefer working with influencers who create sports or entertaining content – they usually bring the best performance. 

However, alongside opportunities come challenges. First, it can be difficult to find influencers that are experienced in the iGaming industry and are ready to take the risks: if a creator is caught in promoting iGaming, they get a strike from a platform, after 3 strikes the platform bans their account. Second, it is better to make sure you target the right audience. So it is better to identify them first. The ‘golden’ and the most desirable audience for iGaming brands is usually solvent males above 20. As for creatives, it’s essential to highlight any unique information or bonuses your platform provides. It’s also crucial to emphasize the expected action several times, at the same time this call-to-action should be clear and easy to understand.

Emerging technologies and their use for iGaming brands

The development of technologies does not stand still. One of the technologies to use for influencer marketing of iGaming brands is virtual and augmented reality: create immersive experiences for the audience, allowing them to see the creator in a ‘real-world’ casino or sportsbook. This can be especially effective for online casinos, which often struggle to replicate the excitement and atmosphere of a physical casino.

Another technology to be used is artificial intelligence (AI). On the one hand, AI could analyze data about the influencers’ account, including audience, the engagement rate, number of comments and others. Some AI, like BuzzGuru, help get a clear picture of competitors’ influencer marketing strategies, including paid and organic mentions, lists of influencers involved, videos links released and budgets spent. 

On the other hand, AI can assist in creating more engaging ad messages for the audiences, as well as developing tasks and briefs for creators, diversifying scripts and thus making every single launch unique. 

The importance of analytics in influencer marketing

As an agency, we stake on a deep analysis of current campaigns. This approach  always helps understand the key audience and provide recommendations for further launches – by cutting off non-working solutions, we easily increase the performance on the go. By going deeper into creators’ analytics such as audience data, engagement rates, average views and reach, in addition to previous launches’ performance for the similar products, we are able to make a clear estimation in order to squeeze the maximum possible outcomes. 

Besides, the industry is growing very fast and we’re always learning. The reality shows that even small changes in strategy can affect the whole launch significantly and only a proper analytics and the ability to overview things from the subtle side gives the luxury to absorb the newly came information.

Industry News

CT Gaming Introduces “Tournaments” Module

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CT Gaming’s Casino Management System has been a cornerstone of the product offerings for nearly a decade. It has continuously evolved to meet the industry’s and the client’s changing needs. One of the most exciting recent developments is the introduction of a separate module dedicated to tournaments.

The new feature represents a significant advancement in the company’s capabilities and offers a range of benefits for both operators and players. The tournament module enables a variety of competitive formats, allowing for dynamic competitions between players, software applications, gaming machines and even specific games. This flexibility means operators can create and manage tournaments tailored to their unique audience and strategic goals.

For players, the tournament module enhances the gaming experience by introducing an element of competition and excitement. It encourages engagement and loyalty by providing opportunities to compete for prizes and recognition. The ability to participate in tournaments adds a new layer of interaction, making the gaming experience more immersive and enjoyable.

Additionally, the module’s integration into the company’s Casino Management System ensures operators can easily track and manage tournament activities. This includes real-time monitoring of player performance, automated scorekeeping and detailed reporting on tournament outcomes. Such features not only streamline the management process but also provide valuable insights that can be used to refine future tournaments and promotions.

The implementation of this module underscores CT Gaming’s commitment to staying at the forefront of technological advancements in the gaming industry. By continuously enhancing the Casino Management System, the company aims to provide its clients with cutting-edge tools that drive engagement, optimise operations and ultimately contribute to their success. The company believes that this new module will be a game-changer for the clients, offering them a powerful new way to attract and retain players while setting a new standard for competitive gaming experiences in the casino environment.

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Industry News

Kambi charts over 20 years of sportsbook evolution with the “Kambi Founders’ Story”

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Kambi charts over 20 years of sportsbook evolution with the “Kambi Founders’ Story”
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Interactive resource recounts the Kambi journey from inception to becoming the world’s leading sports betting supplier

Kambi, the world’s trusted sports betting partner, has launched the Kambi Founders’ Story, an interactive resource outlining the company’s journey to becoming the industry’s leading sports betting supplier.

Featuring interviews with key figures from throughout the company’s history including Co-founders Kristian Nylén and Anders Ström, as well as Kambi Sportsbook MD Erik Lögdberg, the Founders’ Story charts more than two decades of Kambi’s history, from the halls of Sweden’s Karlstad University to milestones such as creating history by processing the first legal online bet in the U.S.

The Founders’ Story also charts the evolution of the sports betting industry, taking in landmarks such as the dot-com boom and the birth of live betting to the broadening influence of the B2B sportsbook model.

Officially founded in 2010 and gaining independence in 2014 with its listing on the Nasdaq Stockholm First North, Kambi has gone on to become the foremost provider of sportsbook technology and services to the regulated betting and gaming industry, with partners including BetPlay, LeoVegas, Kindred Group, Rush Street Interactive and Paf, Kambi’s first partner signing back in 2010.

Kristian Nylén, Kambi CEO and Co-founder, said: “Kambi’s journey is unique within the sports betting sector, and as I step up to the Board of Directors and welcome incoming CEO Werner Becher, I am pleased to be able to look back with pride and share it with the industry through this Founders’ Story.

“The business has grown from an idea between university friends to become the clear leader in its field, and as the Kambi Group continues to enhance its delivery with an expanding range of modular services including AI-driven odds feeds, front-end UX and esports, it is a journey that is only just getting started.”

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Cryptocurrency

Betting on Crypto: How Crypto Casinos are Driving Mainstream Adoption

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Betting on Crypto: How Crypto Casinos are Driving Mainstream Adoption
Reading Time: 2 minutes

 

Author: Scott Major, CCO, Transact365

In the digital age, two revolutionary trends are converging to reshape the landscape of financial entertainment: cryptocurrencies and online gambling. At the forefront of this intersection are crypto casinos, innovative platforms that are not only leveraging blockchain technology but also driving the widespread adoption of digital currencies.

By integrating digital assets into an engaging and familiar activity like gambling, crypto casinos are introducing a wider audience to the practical uses of blockchain technology. Conversely, the growing popularity of cryptocurrencies is attracting more users to online gambling platforms, expanding the reach of such platforms to tech-savvy individuals who prioritise privacy and decentralisation.

Crypto Casinos: Pioneering Adoption

Crypto casinos represent a new frontier in the gambling industry, leveraging blockchain technology to offer players a secure, transparent, and decentralised gaming experience. By accepting cryptocurrencies like Bitcoin, Ethereum, and others, these platforms provide users with unparalleled privacy, faster transactions, and lower fees compared to traditional fiat currency casinos. This alignment with the ethos of decentralisation and financial sovereignty inherent in cryptocurrencies has attracted a growing number of tech-savvy users and early adopters to the world of online gambling.

Moreover, crypto casinos are not just leveraging cryptocurrencies; they are actively promoting their adoption. In fact, crypto casinos are expected to become more mainstream by the end of 2024.  Players who may have been previously unfamiliar with digital assets are now acquiring and using them for entertainment purposes, thereby integrating cryptocurrencies into their everyday lives. This increased exposure to cryptocurrencies through gambling fosters a deeper understanding and acceptance for their utility and benefits beyond the gaming sphere. Therefore, as cryptocurrencies gain wider acceptance, more traditional gamblers are likely to explore crypto gambling options. This trend could expand the market share of crypto casinos within the overall online gambling industry.

The Ripple Effect: Cryptocurrencies and Online Gambling

Cryptocurrencies are also revolutionising the online gambling industry by addressing long-standing challenges related to payment processing. One of the critical barriers for traditional online casinos has been the inefficiency for certain underbanked sectors and at times costliness of payment solutions –  exacerbated by stringent regulations and geographical limitations. Cryptocurrencies circumvent these hurdles by offering a decentralised payment method that operates across borders with minimal fees and swift transaction times.

An efficient payment solution is paramount to maximising the synergy between cryptocurrencies and online gambling. Crypto casinos have capitalised on blockchain technology’s ability to facilitate instant and secure transactions, ensuring seamless deposits and withdrawals for players worldwide. This efficiency not only enhances the user experience but also expands market reach by attracting players from regions where traditional banking systems may be unreliable or inaccessible.

Harnessing Efficiency for Growth

By streamlining financial transactions through blockchain technology, crypto casinos are able to offer competitive advantages that resonate with today’s digital-first consumers. This includes faster payouts, reduced transaction fees, and heightened security measures that inspire trust and confidence among players.

The rise of crypto casinos is not merely a trend but a transformative force that is propelling the adoption of cryptocurrencies and reshaping the online gambling industry. By embracing blockchain technology and user-friendly crypto and local payment solutions, these platforms are fostering a symbiotic relationship that not only benefits both industries but most importantly the customers alike.

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