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Many iGaming operators utilize popular streamers to promote their sportsbooks, casinos, and casino games. This is because streamers appeal to specific audiences – people like them – resulting in a highly engaged community coalesced around a shared common interest.
When choosing an iGaming streamer, it is important that the fit is right for your brand.
There are additional things to consider too. With increased regulatory headwinds around iGaming streaming, it’s important to find genuine brand ambassadors who can deliver real value over the long term. This depends on your objectives, budgets, and target market as well as the professionalism and image of the streamer.
If you are considering using a streamer and don’t know where to start, get in touch with Kinser Content for a consultation.
There are a few reasons why iGaming streamers have become so influential, particularly among the 18-35 age demographic. This group tends to value authenticity and has a greater distrust of mainstream advertising. They are also digital natives, and so are more comfortable with online streaming platforms and third-party applications.
The first reason why streamers are so popular is that they provide social proof. If a streamer enjoys playing a game, and their audience reacts favorably to it, then this suggests the game is of high quality.
Secondly, brands are looking to leverage the parasocial relationship between streamers and their audience. Many viewers feel they have a personal connection with a streamer, and this means they tend to trust their recommendations as if they were coming from a friend.
Finally, live streaming is a form of entertainment as it allows the audience to see the gameplay as it unfolds. They can also watch the streamer’s reaction to every win or loss, following the emotional highs and lows as they happen. This generates a more realistic and authentic experience.
How a streamer chooses to advertise a game is crucial to engendering trust.
Firstly, because anyone with a good internet connection can stream, live streaming is more egalitarian than traditional forms of journalism. This means that streamers can be more genuine and relatable to their audiences. It also means they are perceived as more trustworthy as there is no intermediary between a streamer and their viewers.
Secondly, by playing games in real time, a streamer has an important role in educating their viewers on how the game works. Highlights reels which showcase key features, as well as tutorials and guides, give a sense that the streamer is helping their audience rather than just marketing to them.
Thirdly, this educational aspect extends to gameplay, bonuses, and offers. A live streamer can show their audience how to claim these, providing useful information.
Fourthly, live streams are highly interactive and go far beyond passively viewing what’s on the screen. Live chats during the stream itself allow you to engage with the streamer and your fellow viewers. Meanwhile, many live streamers curate communities on third-party services such as Telegram and Discord. This means you can ask questions and get feedback instantly, again boosting a sense of trust.
By associating with the best casino streamers, operators can promote their casino and games in a more organic way. Streamers can highlight the excitement of your titles, guiding their audiences through the gameplay in a shared experience. When these are clipped and shared on social media, it can be a powerful way of advertising your casino and games too.
By offering affiliate deals or unique bonus codes, brands can work with streamers to promote their core offering, utilizing the dedicated community they have built up. This can be done for new releases, under-the-radar titles, and your casino as a whole. Giveaways are particularly well-received as these strengthen the bond between streamer and audience.
Streamers can also offer sponsorship opportunities, much like those provided by traditional marketing channels.
It is important that any relationship between a streamer and an operator is transparent. One main strength that streamers have is their independence. This means they can conduct unbiased reviews of casinos and games. Any sponsorship deal could threaten their authenticity, so it’s important that the terms of the relationship are clearly stated. It should also be stated whether they are using their own money to place bets.
Over-commercialization is also something to avoid as this too erodes the trust and authenticity that is so valuable in the streamer-viewer relationship. Long-term partnerships are also more favorable than one-off offers, again because these engender greater trust.
Responsible Gambling is another important consideration. You need to ensure that the streamer is fully on board with responsible gaming practices and that their streams do not market to those under age. iGaming streamer compliance is something that must be considered too as failure could result in sanctions for your brand.
You need to ensure that the casino streamer you choose is aware of the legal situation in your target territory and is not likely to say something which could get you into trouble.
As authenticity and trust are so important, the streamer you choose must be a good fit for your brand. The type of content they do, how often they stream, their professionalism, and overall image are all important.
Identifying the right streamer also depends on your budget, target market, and overall objectives. This can be quite an undertaking, but Kinser Content can help. Our team of experts can work with you, assessing your brand and KPIs, before matching the right streamer for your needs.
Streaming has become an established marketing channel, largely due to its interactive nature. Live streaming is entertaining, with people seeking out streamers with like-minded interests. As a result, engagement is high, while viewers tend to have a unique trust relationship with the streamers they follow. This can be utilized by brands to promote their products.
iGaming operators have also been attracted by live streaming marketing, but there have been headwinds. With regulations tightening in many key markets, the iGaming streaming landscape has become more challenging. This makes finding the right creators for the right territories key.
iGaming streamers appeal to specific audiences with similar interests. They use their charisma to highlight the gameplay of particular casinos or games. As this happens in real time, iGaming streamers showcase the highs and lows of their experiences. This makes them more authentic.
Operators can form partnerships with iGaming streamers, either based on a revenue share or standard affiliate model. Streamers can then promote an operator’s brand or games.
iGaming is a highly regulated industry and some territories have imposed bans or strict rules on gambling live streaming.
Yes, because the main strength of a live streamer is their authenticity. Always state your commercial relationship and be clear whether a streamer is using their own money to gamble.
