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Recent reporting by SOFTSWISS suggests that influencer-driven campaigns are responsible for 42% of new player registrations in the iGaming industry. At a time when display and programmatic advertising is becoming increasingly expensive, many operators are turning to online gambling streamers as a viable cost-effective alternative.
The advantages are clear. Influencers have a highly engaged audience based on trust, which can be leveraged by operators to boost acquisition. If this is done transparently and authentically, these deeper audience connections can deliver stronger performance outcomes and have higher conversion potential.
However, there are a number of pitfalls too.
Choosing the right casino or sportsbook streamer depends on your specific objectives. While iGaming streamers with high follower numbers will give greater exposure for your brand, smaller streamers tend to have more dedicated audiences which could make for more engaged customers. The best gambling streamers, therefore, aren’t necessarily the most popular.
It is also important not to focus too much on follower count as average viewership is usually a better metric. Some streamers may have a high number of followers, but this doesn’t necessarily translate into a high number of average views.
When considering average views, the nanostreamers (up to 300 average views per stream) tend to be more dedicated to their community while the bigger streamers tend to act more like entertainers. This means you may get better acquisition with the bigger streamers, but you could get better retention with the smaller ones.
In addition, social media users today tend to consume content based on recommendations rather than through accounts they actively follow. This makes views, reach, and engagement much more important than sheer follower numbers. The type of content a streamer streams, how long they have been active, audience retention, and whether their channel is growing organically are also things that need to be taken into account.
When considering which streamer to choose, the revenue model you adopt is also important. A flat fee is of higher risk to the operator, whereas a revenue share deal puts the greater burden on the streamer.
Hybrid models tend to work best if you are looking for a long-term creator partnership. These allow you to work more closely with an iGaming influencer, building mutual trust and thus an audience for your casino or sportsbook. Utilizing a streamer is often not a cheap endeavor, so ensuring they remain engaged is important. A hybrid model spreads the risk, making this engagement much more likely.
Different platforms have different restrictions when it comes to promoting gambling products, whether it be casino or sports betting. This means a gambling live stream on each platform is slightly different. The main ones include:
Twitch – Poker, slots, and sports betting streaming is permitted, under specific restrictions. Content labels are required and some real-money games are prohibited. Moderation is strict.
Kick – Most iGaming streaming is permitted, making Kick the most popular site for iGaming streamers. The top casino streamers tend to be on Kick as a result. Kick is also investing heavily in the growth of non-gambling categories in an attempt to attract a broader audience. This could enable iGaming brands to reach new audiences who discover the gambling category after becoming part of the wider Kick ecosystem.
YouTube – The rules on YouTube are more strict than they are on Twitch and Kick, with automatic age restrictions on all iGaming content. YouTube tends to be best for long-form evergreen content, but Twitch and Kick are still better options.
We recommend checking out the best gambling streamers on each platform to get a feel of how each platform works.
There are other options too including Discord and Telegram. These tend to have cheaper creators and lower CPMs, but regulatory compliance is less strict and relationships less transparent. Reach is much lower too.
TikTok, meanwhile, heavily restricts gambling content.
Branding is important, particularly in the competitive world of online gambling. Partnering with a streamer whose tone and language matches your brand boosts trust and authenticity.
The main thing you are leveraging with a streamer is their charisma. You need to ensure that your brand representative is engaging and entertaining, while also aligned with your other marketing and messaging.
Streamers who build a community around them, celebrating wins and commiserating losses, are the best ones to work with. The very best casino and sportsbook streamers work with you to promote exclusive offers to their followers too. This can then be used across your other marketing touchpoints. The key point is that a streamer must form part of your overall marketing campaign.
The iGaming industry is easily distrusted, so it’s important to put trust at the heart of everything you do. This should be the case when using iGaming streamers too. They should not say anything misleading and it should be made clear whether their own money is being used to wager or whether they have a sponsored balance.
It is also important that streamers do not aggressively target players, nor advertise to vulnerable groups. The best streamers also serve an educative purpose – they can explain game mechanics in real time, while also highlighting key responsible gambling tools. All of this is a good way of building trust.
Before you start, it’s important to consider the countries you wish to target. The laws concerning gambling are different from country to country. Even where gambling is legal, what can be advertised and how can vary.
For example, Belgium banned gambling advertising in 2023, while the Netherlands bans streamers from advertising gambling products in their entirety. The same is true in Germany, which even bans licensed gambling providers from regularly advertising via streamers. The laws in the United States, meanwhile, vary from state to state.
Even in countries where influencer streaming of gambling products is allowed, there are other things to bear in mind. Visible sponsorships should be disclosed using #ad or #sponsored hashtags to promote transparency. Underage audiences must be prohibited from seeing gambling content and responsible gambling messaging must be prominently displayed.
Streamers must also be monitored constantly to ensure they are not targeting restricted audiences and that they remain compliant with the laws in their territory. Care must also be taken to choose a streamer who is not likely to say things that could cause you legal issues. Affiliates are responsible for the messaging their streamers put out, so this should be covered in the initial contract.
Gambling laws change frequently and it’s important to be on top of them. Remaining compliant is a key consideration and Kinser Content has all of the know-how you need. By working with creators on campaigns that are legally and commercially viable, Kinser reduces your exposure to regulatory issues.
Streamers are becoming increasingly important marketers in the iGaming space, but it’s important to choose the right one. Ensuring a streamer’s tone and style matches that of your brand and that they operate legally in your target markets is vital.
It is also important to ensure long-term cooperation with your chosen streamer. By doing this, you boost both transparency and authenticity, allowing the streamer’s audience to trust your brand. This, in turn, will boost conversion and revenue.
The main issues with using iGaming streamers are platform restrictions, legal issues in particular markets, and not being able to control what they say. This is why having a good relationship with your influencers is key. Audience quality is another potential issue, with fake followers, fake viewers, and artificially inflated metrics a significant problem.
This depends on the territory in which you are operating. Kinser Content has in-depth knowledge of the situation in each country, ensuring you remain fully compliant with local laws.
This depends on your target market, your brand image, and your objectives. Streamers with big audiences are good for brand recognition, but niche streamers often come with more dedicated followings which could generate better acquisition. However, while smaller streamers do have stronger engagement and a closer relationship with their followers, larger streams can generate significant traffic and acquisition simply due to their scale.
Streamers are essentially influencers who play games in real time on their channels. Many streamers have an affiliate marketing deal based on either a flat-fee or a revenue share, depending on what has been negotiated.
Kinser has extensive knowledge of the iGaming streaming ecosystem and can help you navigate the pitfalls. We can connect brands with the right streamers depending on the target market and work with both parties to draw up a contract that works best.
