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Digitalize Agency. Amphitheater Parkway, Mountain View, California, 54043, CA.
Streamers are often classified by follower count, both in the iGaming industry and beyond. However, this is misleading. Followers can easily be bought, while many lapse and remain unengaged. This means the large streamers that everyone knows are not necessarily the best value.
Kinser Content classifies streamers using different metrics. Average viewership is the strongest as this highlights the average number of real people watching a stream. This metric is the one that platforms such as Twitch, Kick, and YouTube use themselves, so it’s the best one to predict the performance of a campaign.
Our team also uses a range of other metrics to ensure the right streamers are paired with the right brands. If you are struggling to choose the right iGaming streamers, book a consultation today.
To understand the streaming world, it is important to appreciate how it is differentiated. The best metric to use is not follower count but average number of viewers. Here is how it usually breaks down:
Nano Streamers
Micro Streamers
Mid-Tier Streamers
Macro Streamers
Macro-Plus Streamers
Icon/Global Streamers
When choosing the right streamers for your brand, you must consider your brand objectives. Each comes with different pros and cons, and it’s important to match a streamer with your marketing strategy.
Tier | Best Used For | Risk / Value Profile |
Nano | Retention plays, testing new markets cheaply, highly regulated markets where big names won’t take gambling deals | Low cost, low reach; audience quality varies widely — vetting is everything |
Micro | First-time streamer campaigns, geo-targeted acquisition, exclusive promo code offers | The value sweet spot — affordability + engagement = best cost-per-FTD in most markets |
Mid-Tier | Scaling a proven offer, dual acquisition + retention objectives | Moderate cost; check for prior brand conflicts and audience overlap |
Macro | Market entry at scale, brand awareness + acquisition combined within gambling communities | Significant outlay; performance depends on offer fit, not just reach |
Macro-Plus | Aggressive market-share pushes, high-visibility acquisition campaigns | High cost approaching Icon-tier budgets; strong ROI depends on genuine community trust – audit closely for inflated/bought engagement before committing spend |
Icon/Global | Brand fame, PR moments, category dominance | Highest cost, entertainer audiences convert lower per-viewer, one compliance misstep is a headline — generally not the value play |
In addition to average viewership, other metrics should be considered.
As discussed, different types of streamers have different pros and cons.
When considering adopting new iGaming streamers, you need to consider your primary objective and how they will fit into your overall marketing campaign. This can vary over time, so keep revisiting your goals and monitoring how well a streamer is doing relative to them.
Most campaigns will see you adopt a number of streamers depending on their strengths and your objectives. The table below provides a useful (but not definitive) overview.
Your Situation | Primary Objective | Recommended Tier Mix |
New brand entering a market | Awareness + first deposits | 1 × Mid-Tier/Macro anchor + 3-5 × Nano/Micro for community credibility |
Established brand, flat growth | Incremental FTD volume | Portfolio of Micro/Mid-Tier on hybrid deals; scale winners, cut losers monthly |
Defending market share vs. aggressive competitor | Visibility + retention | Macro for share of voice + Nano community streamers for loyalty |
Testing a new geo (e.g., LatAm, SEA) | Learning + cheap signal | 3-6 × Nano/Micro local-language streamers, CPA-weighted deals, 90-day test |
Regulated market with ad restrictions (e.g., Ontario) | Compliant acquisition | Nano through Mid-Tier only, with strict content controls; big names carry disproportionate regulatory risk |
Product launch / PR moment | Reach and cultural relevance | The one scenario where an Icon/Global streamer deal earns its cost |
Sweepstakes/social casino (US) | Volume at low CPA | Nano/Micro portfolio, promo-code tracked, high creative rotation |
Kinser Content prefers to steer clients toward micro and mid-tier streamers and away from household names. This is partly a value proposition – they offer the best mix of affordability and engagement, hitting the value sweet spot.
Meanwhile, icon/global streamers are not the value play. This is often due to their high cost, but also because of their greater associated risk. One compliance issue could generate significant bad publicity.
Of course, the best mix depends on your own targets and brand positioning. Not sure where your brand sits? Kinser will map your objectives to a shortlist of vetted, compliant streamers in your target markets. Book a 30-minute iGaming streamer strategy call, and the Kinser team will go through everything with you.
When choosing the right iGaming streamers, it’s important to look beyond follower count. A range of metrics should be considered including average viewers, chat engagement, regularity of broadcasts, organic growth, and whether they have a dedicated community.
You must also consider how a streamer fits with your marketing objectives. What is your primary goal and how does a streamer align with it? Will this change over time? How many streamers are you likely to need to fulfill it? All of these fundamental questions need to be asked.
The Kinser Content team are experts at finding the right streamers for your brand. Kinser works with large and small operators across the iGaming industry to ensure successful marketing outcomes. If you are lost in the weeds, book a consultation and our team can advise.
When choosing an iGaming streamer, you need to look beyond follower count and assess things like community engagement, average viewership, and chat response. Regularity of streaming is also important.
Followers can often be bought, while many lie dormant. A high number of followers doesn’t necessarily mean high engagement.
This depends on your primary objective and how you want to position yourself against the competition. Target territory is also a factor. If you are looking to launch a new product, we’d recommend one superstar streamer with a large reach. If you want to establish yourself in a new territory, then multiple nano/micro streamers anchored with one macro streamer works best.
Kinser Content has a matrix of streamers in over 40 regulated territories. Kinser works with large and small brands to match the right streamers to them, taking care of all regulatory issues too.
