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The future of influencer marketing in the igaming industry

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2 years ago

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Reading Time: 5 minutes

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.

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Affiliate Industry

Meet MegaList: The Rising Force in iGaming Affiliation

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11 hours ago

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June 16, 2025

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Reading Time: 3 minutes

There are affiliate networks, and then there’s MegaList – a performance-first, hype-last kind of operation built for casino and sportsbook brands that prefer results over buzzwords.

In an industry that sometimes feels like it’s powered by vague metrics and recycled content, MegaList steps in as the “Mega Map” – a practical, data-driven network guiding both players and operators to higher ground. Less “look at our reach,” more “here’s your conversion rate.”

So no, this isn’t just another logo-stamped brand promising traffic and delivering bounce rates. This is a carefully engineered affiliate engine built on smart SEO, qualified leads, and just enough caffeine-fueled obsession with results to make even the most skeptical operators pay attention.

The iGaming Affiliate World: Why It (Still) Matters

Let’s be honest – the affiliate space in iGaming has had its fair share of bad actors and empty promises. But when done right, affiliate marketing is still one of the most effective and efficient ways to connect licensed operators with the right players.

Players want fewer popups, more clarity. Operators want actual ROI, not vague impressions.
 Enter: the data-driven affiliate network.

It’s simple:

  • Informed players make better choices.
  • Strategic affiliates deliver better traffic.
  • Everyone wins. Except, of course, the shady operators who preferred it the other way.

Meet the MegaList Brands

These aren’t vanity microsites. Each MegaList brand has a specific mission, actual humans behind the content, and a reputation for, well… telling it like it is.

MegaCasinoList


Let’s face it – players don’t need another affiliate promising “top 10 casinos” based on whatever ad paid the most. They need honest, transparent, expert-backed reviews.

That’s where MegaCasinoList comes in – a platform that filters out the noise and delivers legit info on licensed casinos, security, fairness, and gameplay. Slots? Live dealer games? Payout speed? Yep, it’s all in there, and it’s all vetted.

They work with reliable operators only, because – and here’s a crazy idea – not every shiny site deserves your deposit.

MegaTipsList

If you like sports predictions that read like a 20-page legal document, you’re in the wrong place.

MegaTipsList is built for bettors who want real insights, fast reads, accurate tips, and actual value. It delivers predictions, sports news, and timely promotions – minus the fluff and with none of that “win guaranteed” nonsense.

Designed for bettors who like to stay informed without needing a PhD to understand the odds.

MegaBetList

For the practical bettor who just wants the facts: which sites are legit, which ones pay fast, and what to expect before placing your first wager.

MegaBetList reviews betting platforms with a clear, no-nonsense voice. It’s not trying to dazzle; it’s trying to help people bet smarter – and it’s doing a pretty solid job of it.

From licensing to promotions to usability, everything is covered – and everything is filtered through what actually matters to sports fans.

Why This All Matters (And Why It’s Working)

The iGaming world doesn’t need more noise. It needs better filters, smarter partners, and affiliates that actually care whether the traffic leads somewhere useful.

That’s where MegaList comes in – not to impress with buzzwords, but to perform, to scale, and to make sure both operators and players are on the same page for once.

And if we may drop in a little vision while we’re at it:

“At MegaList, we believe informed players and strategic operators shape a stronger, smarter iGaming industry.”

For once, a statement that isn’t just inspirational filler.

So the next time someone pitches you an affiliate network, ask one thing: “Do they have a plan, or just a landing page?”

 MegaList has both, and a track record to prove it.

Explore MegaList’s network:
 🔗 MegaAffiliatesList.com

The post Meet MegaList: The Rising Force in iGaming Affiliation appeared first on European Gaming Industry News.

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Gambling in the USA

Gaming Americas Weekly Roundup – June 2-8

Published

6 days ago

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June 10, 2025

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Reading Time: 2 minutes

Welcome to our weekly roundup of American gambling news again! Here, we are going through the weekly highlights of the American gambling industry which include the latest news and new partnerships. Read on and get updated.

Latest News

Merkur Gaming is going to participate in this year’s Peru Gaming Show, taking place from June 18 to 19 at the Centro de Convenciones Jockey Plaza in Lima. Representatives from the company’s German headquarters and its local subsidiary, Merkur Gaming Peru, will be on site to present the latest product innovations and engage with customers and visitors alike. The main attraction at the Merkur Gaming stand will be the linked progressive jackpot system Clash Link. This system stands out for its wealth of unique jackpot mechanics, which keep the excitement level consistently high.

PENN Entertainment has launched a new PGA TOUR-branded Blackjack game in New Jersey and Ontario. PGA TOUR Blackjack, now available via online Hollywood Casino in New Jersey and theScore Casino in Ontario, is the first iCasino game featuring PGA TOUR branding across any platform. PGA TOUR Blackjack, created by PENN’s in-house game development studio, PENN Game Studios, offers classic blackjack gameplay, plus poker and pairs side bets. The golf-themed table features official PGA TOUR logos, custom playing cards, chips and golf-themed celebrations. The new title is available on the standalone Hollywood Casino and theScore Casino platforms and is also accessible through ESPN BET in New Jersey and theScore BET in Ontario.

International Game Technology PLC announced the launch of IGT PlayDigital’s MEGA VAULT offering – a new innovation on its player engagement solution. Powered by the IGT PlayDigital Engagement Platform, a customisable suite of player engagement tools, MEGA VAULT brings together its industry-renowned engagement tools—Prize Drops, Leaderboards, Marketing Jackpots and more—into a single promotional experience. Designed to maximise excitement, engagement and rewards, MEGA VAULT aims to deliver seamless high-impact campaigns that captivate players and drive long-term retention.

Partnerships

Zitro has installed its revolutionary CONCEPT cabinets at the Casino La Cima in Mérida, Yucatán. The CONCEPT cabinets feature the Magic Lighting system, which syncs lights and sound with gameplay for a fully immersive experience, and the largest Screen Deck button panel on the market, offering unmatched comfort and ease of use for players and operators. This launch is backed by some of Zitro’s most successful titles — Fortune Legacy, Legendary Sword and King Fu Frog — all proven crowd favourites known for their engaging mechanics and strong performance.

Aristocrat Interactive, under NeoGames US, signed a six-year contract with the Michigan Lottery to provide its full solution of iLottery product offerings, reaffirming its leadership in the U.S. iLottery industry. Under the contract, from July 2026, Aristocrat Interactive will provide services to the Michigan Lottery for six years, with six additional one-year extension opportunities. The relationship with the Michigan Lottery began in 2014 with the launch of its iLottery programme using NeoGames’ iLottery platform and games. This new deal will provide the Michigan Lottery with eInstant games, draw-based games and add-on offerings produced by Aristocrat Interactive’s NeoGames Studio, along with continuing to leverage the company’s iLottery technology. Aristocrat Interactive will also provide the Michigan Lottery with a new website and mobile application services with Gambyt – a software company specialising in the lottery, casino and sports betting industries.

The post Gaming Americas Weekly Roundup – June 2-8 appeared first on European Gaming Industry News.

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Industry News

EGBA Announces Dates for This Year’s European Safer Gambling Week

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6 days ago

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June 10, 2025

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The European Gaming and Betting Association (EGBA) has announced that this year’s European Safer Gambling Week will take place from November 17 to 23.

European Safer Gambling Week is an annual collaborative initiative to raise awareness about safer gambling in Europe and foster a strong culture of player protection. Organised by EGBA, the initiative serves as a platform to inform citizens about safer gambling and promote information and best practice-sharing between stakeholders across Europe’s gambling sector, including operators, regulators, technology providers, support organisations and experts-by-experience.

This year will be the fifth edition of the initiative and follows the unprecedented success of 2024, which saw 195 partners participate in a social media campaign across 26 countries reaching 3.1 million social media users with important safer gambling messages. There were also 20 events held during the week that gathered 3000 attendees.

Building upon this momentum, the 2025 edition will be underpinned by a social media campaign and an array of insightful workshops. These will aim to raise awareness about safer gambling, share best practices and tips, signpost crucial resources and services, and facilitate meaningful discussions about the latest developments in regulation and research.

Maarten Haijer, Secretary General of EGBA, said: “We’re pleased to announce the dates for European Safer Gambling Week 2025 and are excited to build on the exceptional momentum of last year’s campaign. The initiative has become Europe’s leading platform for safer gambling awareness and last year brought together a record coalition of 195 partners across 26 countries to promote player protection. This is a shared commitment and we invite organisations across the industry to join us for this year’s edition and help us foster a strong culture of safe and sustainable gambling in Europe.”

The post EGBA Announces Dates for This Year’s European Safer Gambling Week appeared first on European Gaming Industry News.

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