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How to Choose the Right Influencer for Your iGaming Brand
The iGaming industry has seen exponential growth in recent years (with $72,17B revenue in 2022 vs. $97,71B expected by the end of 2024), with influencer marketing playing a pivotal role in this success. As the majority of iGaming brands continuously acquire influencer traffic, it is obvious that choosing the right influencer can make or break your success. Having over 10 years of expertise in iGaming influencer marketing, in this article I will guide you on how to ensure youāre making the best choice for your iGaming brand.
Understand Your AudienceĀ
Before diving into the pool of potential influencers, think over and get a clear understanding of your target audience. Who are these people? Whatās their age? Interests? Are you aiming to attract casual gamers or high-stakes players? These insights will guide you in selecting an influencer whose followers align with your target market. For instance, if your audience consists of young adults interested in esports, an influencer who streams popular competitive games could be an ideal match.
Define Your Brand Goals
Setting clear, measurable and achievable goals is fundamental to the success of your influencer marketing campaign. Why? Because your goals will influence the type of influencer you choose and help in measuring the campaignās success (and ensuring a good ROI, for sure).
I recommend using the SMART goals framework ā it will help you be precise in what you want to achieve. For instance, the goal may look like: āIncrease of the brandās social media engagement by 25% among gen Zās and millennials aged 22-35 in the US who are interested in iGaming within six months by collaborating with 15 influencers who each have 50,000 to 150,000 followersā.
Proceed to SearchĀ
Typically, there are two ways to identify influencers to collaborate with: a manual search or using specialized tools. The latter will save you time and effort.
When evaluating potential influencers, key metrics such as reach, engagement rate, and audience demographics should be at the forefront. Analytical platforms can provide detailed insights into these metrics to help you make informed decisions. At the same time, there are a couple of things to consider.Ā
Firstly, it’s important to note that not all influencers are suitable for promoting gambling. I recommend looking for influencers who have already successfully promoted iGaming products as they know how to create quality content. Additionally, their audience is potentially interested in betting and easy money.Ā
Secondly, attracting influencer traffic in the iGaming industry faces several regulatory restrictions that are often difficult to navigate. For instance, if you aim to target Tier 1 markets and search influencers from this geo, you should know that there is a very small percentage of streamers and influencers willing to work with gambling brands that do not have a local license. Therefore, targeting Tier 1 can be a challenging task even for experienced managers. Why? These influencers have high-quality channels that attract the very target audience that many other brands are interested in: a male, financially capable, and thrill-seeking audience aged 20+. Consequently, other brands are willing to pay for advertising with these influencers. This means that if gambling is not their main content, streamers are much more inclined to work with gaming products rather than risk getting a strike.
A tip: when creating content, itās crucial to ensure that integrations are native. This helps avoid potential blocking and engages the audience more effectively.
Evaluate Influencer Content Quality and StyleĀ
The quality and style of an influencerās content are crucial factors to consider. The influencerās content should resonate with your brandās voice and values, and appeal to your target audience. Review their previous content to get insights into influencer consistency, creativity, and authenticity. For instance, if your brand promotes a fun and dynamic image, an influencer known for lively and engaging content would be a good fit.
Check Credibility and AuthenticityĀ
Itās no secret that nowadays influencer fraud in iGaming is a growing concern, and itās crucial to ensure both the credibility and authenticity of your chosen influencer. Even if you have used analytical tools for influencer selection, do manual checks (even twice): look beyond follower counts and scrutinize their past collaborations with other brands, their audience interactions, and feedback. Also, check the comments below the influencerās posts to understand if they are written by real people or generated by bots. This helps ensure the account is trustworthy.Ā
Build a Mutually Beneficial RelationshipĀ
A successful influencer partnership goes beyond a single campaign: long-term collaborations with influencers can significantly enhance loyalty and trust for iGaming products, leading to long-term benefits when strategized effectively. Foster good communication, set clear expectations, prepare a well-thought brief, and provide creative freedom to the influencers.Ā
This not only ensures the authenticity of their endorsements but also makes them more enthusiastic about promoting your brand. Don’t hesitate to ask for additional promotion on the influencerās other social media platforms. For example, if you plan to launch on YouTube or Twitch, request that they share Instagram stories as well. At Famesters, we include this in influencer contracts to give your campaign an extra boost.
To concludeĀ
Choosing the right influencer for your iGaming brand requires a blend of strategic planning, thorough research, and clear communication. Drive your iGaming brand’s success through influencer marketing ā 9 out of 10 brands already use creator partnerships as their core user acquisition strategy.Ā
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$1M Thunderpick World Championship 2024: Teams and Finals Details Announced!
Thunderpick World Championship 2024 Announces Finals Dates and Teams
HEROIC, M80, Fnatic, and Falcons Among Teams to Compete for $1,000,000 Prize Pool in Championship Finals Commencing on Oct. 21
Thunderpick World Championship, a global professional CS2 tournament with a record-setting $1 million (USD) prize pool, announced today it will bring together the best players and teams in the world, including HEROIC, M80, Fnatic, and Falcons, to compete in its 2024 Finals, culminating in a two-day live event in Berlin, Germany on Nov. 2.
Leading up to the Grand Finals, teams — which also include Bestia, BIG Clan, BLEED, Cloud9, Imperial and Team Legacy — will compete in the online Group Stage on Oct. 21 to 25; and the Quarterfinals on Oct. 26. This follows six qualifier rounds across three global regions ā Europe, North America and South America ā which started in April.
āThe Thunderpick World Championship 2024 is shaping up to be one of the most exciting tournaments of the year,ā said Kelly Sanders, Head of Strategy for Thunderpick. āWith the caliber of teams and record-setting prize pool, we can expect intense competition and high-quality gameplay that will captivate fans and players around the world.”
GRID is the official esports services provider and data partner of the Thunderpick World Championship. GRID’s comprehensive suite, featuring cutting-edge tournament tools, data visualization, and robust infrastructure, will be pivotal in enhancing the integrity, security, and commercial potential of the Thunderpick World Championship 2024.
This is the second year of the Thunderpick World Championship. In 2023, the total prize pool was $600,000 and FaZe Clan won the Grand Final.
Industry News
Andrew Cardno to Speak at Mid-year IGA about Safeguarding Data in AI-Enabled Tribal Casinos
Andrew Cardno, the Chief Technology Officer of Quick Custom Intelligence, a recognized expert in data analytics and gaming technology, will be a featured speaker at the upcoming Mid-Year Indian Gaming Association (IGA) conference at the Tulalip Resort Casino in Tulalip, Washington. He will deliver a presentation on the critical topic of “Safeguarding Data in AI-Enabled Tribal Casinos.”
As Artificial Intelligence (AI) continues to revolutionize the gaming industry, its integration into casino operations has opened new avenues for enhancing player experiences, optimizing business strategies, and improving overall security. In his session, Cardno will explore how AI is not just a tool for innovation but also a pivotal element in maintaining the integrity and safety of tribal casinos.
Cardno’s presentation will delve into several key areas:
- Personalized Player Experiences: Demonstrating how AI can tailor game recommendations to individual players, creating more engaging and customized gaming experiences.
- Advanced Security Measures: Highlighting AI’s capabilities in detecting and preventing fraudulent activities, ensuring a secure gaming environment.
- Optimized Pricing Strategies: Discussing how AI can help casinos adjust pricing dynamically to maximize revenue and enhance profitability.
- Enhanced Customer Service: Showcasing the use of AI-driven chatbots to provide efficient and personalized customer support, improving player satisfaction.
- Refined Marketing Approaches: Examining how AI can refine marketing strategies for more targeted outreach, ensuring the right messages reach the right audiences.
Cardno will also provide insights into how AI-driven efficiencies can significantly reduce operational costs, allowing tribal casinos to allocate resources more effectively and make data-informed decisions that boost overall profitability.
“AI is transforming the landscape of casino operations, offering unprecedented opportunities for growth and innovation,” said Cardno. “However, with these advancements comes the critical responsibility of safeguarding data. My session will focus on how tribal casinos can leverage AI to enhance their operations while ensuring that data security remains a top priority.”
Victor Rocha, Conference Chair of the Indian Gaming Association, expressed his enthusiasm for Cardno’s participation. “We are thrilled to have Andrew Cardno speak at this year’s Mid-Year IGA conference,” said Rocha. “His expertise in AI and data analytics is unparalleled, and his insights on safeguarding data in AI-enabled tribal casinos come at a crucial time for our industry. This is an important topic that impacts the future of gaming, and we are excited to offer our attendees the opportunity to learn from one of the best in the field.”
The Mid-Year IGA conference is a premier event that brings together industry leaders, tribal gaming executives, and technology experts to discuss the latest trends and challenges in the gaming sector. Andrew Cardno’s presentation, on Wednesday September 18th at 9am, is expected to be one of the highlights of the conference, providing attendees with actionable insights into the future of AI in tribal casinos.
Industry News
Clemence Dujardin, MyAffiliates Group CEO, to speak at SBC Lisbon to unveil āWhat is Next for the Gambling Industryā
MyAffiliates, a leading affiliate tracking software platform in the iGaming market, announces that their Group CEO, Clemence Dujardin, will be a key speaker at the forthcoming SBC Summit in Lisbon this month – providing insightful words on the future of the gaming industry as part of a highly coveted inspirational panel.
In 2023 Clemence Dujardin was recognised by iGB as one of the top 10 most influential women in the iGaming industry. Joining MyAffiliates in 2012, she is today their Group CEO, and highly well regarded across the industry. Her background spanned a number ofĀ industry sectors, including affiliate management and affiliate software technology companies before joining MyAffiliates, based in Malta.
Her exceptional leadership and contributions have been recognised with prestigious awards, including Maltaās Best Gaming Woman Leader of the Year in 2018 and 2019 and CEO Woman Of The Year at SiGMA in 2021. .
Her panel speaker slot at the SBC Summit, Lisbon will take place on the Super Stage – MEO Arena at 11.30-12.15pm on Thursday 26th September. It will answer āThe Big Question: What is Next for the Gambling industry?ā
Clemence will explore the future of sports betting, casinos, and affiliations as the panel will delve into the latest trends shaping the gambling industry. Experts predict significant digital integration and regulatory shifts that will redefine the landscape – and something Clemence will articulate in order to provide invaluable insights into these transformative trends.
Clemence Dujardin, Group CEO at MyAffiliates comments, āWith ever tighter regulation, combined with increasingly enhanced digital capabilities, the gambling sector continues to provide exciting opportunities across the industry for business and growth. Weāre witnessing this in affiliate marketing for the sector, and have done for some time. I’m thrilled to be joining this inspiring panel at the SBC Summit. Lisbon and look forward to a valuable discussion.ā
MyAffiliates is an established affiliate marketing software platform, empowering iGaming operators to combine all of their gaming brands and products under one umbrella affiliate system. It has been in operation since 2007. In April 2024 it was publicly named as the āmost used affiliate marketing softwareā within the gaming industry following StatsDrone research.
As well as Clemence Dujardin, she will be accompanied at SBC Summit, Lisbon throughout by Milan Vucicevic, Head of Sales and Kurt Caruana, Brand Manager, both at MyAffiliates.
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