

Industry News
How to Attract New Users to Your iGaming Product
Author: Anna Zhukova, Team Lead (iGaming) at Famesters
Acquiring new users to the iGaming platform, either online casino, betting platform, sweepstakes, lottery or any other product has always been challenging, because the market is incredibly demanding and competitive. And it’s skyrocketing: world gambling statistics show that around 26% of the population gamble. That means around 1.6 billion people worldwide gamble and 4.2 billion gamble at least once every year. Impressive, right?
This is why iGaming brands constantly test new communication channels to acquire new users. And they want these channels to bring real and measurable performance.
According to the BuzzGuru research, 80% of marketers find influencer marketing effective.
Influencer marketing is still considered to be a quite young, but the performance it brings for brands (especially in the iGaming vertical) is tremendous. In this article, we will delve into the strategic use of influencer marketing to drive growth for iGaming products.
Understanding the iGaming Audience
Understanding the target audience is one of the essential things for every business. The potential users for iGaming products are incredibly diverse, spanning various age groups, genders, and geographic locations; and are multifaceted: from avid gamers seeking immersive experiences to casual players looking for a quick thrill.
For example, as for betting, men make up about 90% of the audience, but lately, more and more women are becoming interested in this activity. Both men and women tend to bet the most between the ages of 22 and 35: at this age, people start earning their own money and are more likely to make thoughtful bets, treating them as investments.
In general, iGaming brands primarily target solvent adult males, aged 18-45. The content that is used to reach out to this audience primarily revolves around male interests as sports, entertainment, lifestyle, gaming. So tailoring strategies to cater to these preferences is key to attract and resonate with your target audience.
The Power of Influencer Marketing in iGaming
Attracting new audiences to iGaming products is not so easy as it seems to be: one-size-fits-all approaches fall short in this niche. In a world where attention is a commodity, influencer marketing offers a way to captivate the hearts and minds of potential users. Why? It’s simple. The answer lies in the deep trust and connection that influencers cultivate with their followers: 92% of consumers trust influencers’ recommendations.
Through influencer partnerships, you gain access to a network of individuals who have already demonstrated an interest in iGaming, thereby significantly boosting the chances of attracting new users. Besides, active social media users are the ones who are keen to earn while playing.
9 out of 10 iGaming brands leverage influencers to expand their audiences and get new deposits. One notable example here is 1xBET with its enormous budgets for influencer marketing. According to BuzzGuru analytics, annual influencer marketing expenses are estimated up to 3.71 M.
Crafting an Effective Influencer Strategy
Creating an effective influencer strategy for your iGaming product involves a strategic blend of art and science. The process begins with identifying the right influencers who align seamlessly with your brand’s values, niche, and target audience. Seek influencers who are genuinely passionate about iGaming and resonate with the preferences and behaviors of your potential users. Look beyond follower counts; prioritize engagement rates, content quality, and the influencer’s ability to connect authentically with their audience.
Once you’ve identified potential influencers, the next step is negotiating partnerships and compensation structures. Keep in mind that influencers invest time, effort, and their personal brand into the collaboration. Approach negotiations with transparency and fairness.
Compensation can vary and may include monetary payment, product offerings, affiliate partnerships, or a combination thereof. An advice here is not to provide prepayment, pay after the integration is released. Additionally, ensure that both parties have aligned expectations regarding deliverables and timelines. A carefully crafted influencer brief will help in this regard.
Remember, the key to a successful influencer strategy lies in building genuine relationships. Establish open communication and foster a collaborative environment where influencers feel valued and empowered to contribute their creative input. By aligning your brand’s objectives with the influencer’s authentic voice and creative approach, you’ll craft a partnership that resonates with their audience and drives user acquisition for your iGaming product.
Creating Compelling Campaigns
Creating captivating influencer campaigns in the iGaming industry requires a careful balance of creativity, authenticity, strategic messaging and native integration. Here are the tips that will help prepare a successful launch:
- Tip #1: Consider collaborating with those influencers who already performed well. Selecting creators to collaborate with is the most difficult step for many marketeers. And, at the same time, it is one of the most important. You can do research by yourself or use the list of trustworthy creators from YouTube and Twitch prepared by Famesters.
- Tip #2: Check influencers’ statistics twice. Creators often fake their statistics (especially in narrow niches) regarding their audience’s age and gender. Double-check it or even ask to make a video recording of their stats—it’s much harder to fake.
- Tip #3: Think about your ad message thoroughly. Develop creative concepts that align with both your brand and creators’ unique style, share your vision, but do not be very strict – let them do their job. Consider integrating gameplay demonstrations, challenges, or interactive elements that showcase the excitement and features of your iGaming product, give promo codes or provide other bonuses to additionally stimulate the audience.
- Tip #4: Authenticity is important. Highlight the advantages of your platform but make the message as clear and transparent as possible. Do not guarantee the win and never mislead. Instead, encourage influencers to share their personal experiences, opinions, and excitement about your iGaming product. Authenticity fosters trust, and when users perceive that the influencer truly enjoys and endorses the product, they’re more likely to engage it and explore your platform.
- Tip #5: Do not be afraid to rely on the opinions of influencers. They understand their audience best, so they can offer valuable insights and help make the advertisement more engaging and personalized.
Tracking and Measuring Success
In the iGaming industry, marketing campaigns typically focus on three crucial metrics: sign-ups, deposits, and, for sure, return on investment (ROI). However, measuring influencer marketing outcomes could be challenging compared to more straightforward methods, like Facebook ads.
While we can rely on average conversion rates, influencer promotions often have the potential to go viral, delivering better-than-expected results.
Staying Ahead in the iGaming Landscape
The iGaming industry is a dynamic and ever-evolving landscape that demands constant adaptation and innovation due to the rapid shifts in user preferences. While influencer marketing can undoubtedly be a game-changer, maintaining a competitive edge requires a commitment to staying ahead of the curve.
Embracing Innovation: To stand out amidst the fierce competition, continuously seek innovative ways to engage potential users. Whether it’s introducing new game mechanics, incorporating virtual reality experiences, or hosting interactive events, innovation sparks curiosity and keeps your iGaming product fresh and exciting.
Navigating Emerging Trends: Trends and tactics are in constant flux. New platforms, content formats, and engagement strategies emerge regularly. And as an iGaming platform striving for consumers’ attention, staying updated with these trends is crucial. Monitor social media platforms where your target audience congregates, experiment with different integration formats, and adapt your influencer strategy to resonate with evolving preferences.
Crossing Over Boundaries: Consider cross-industry collaborations and partnerships. Integrating elements from adjacent entertainment sectors, such as e-sports or live streaming, can add a unique dimension to your iGaming product. These collaborations introduce your brand to new audiences while catering to the diverse interests of iGaming enthusiasts.
Leveraging Data and Insights: Leverage data analytics to gain insights into user behavior, preferences, and engagement patterns. This information helps you tailor your influencer campaigns and refine your iGaming product to align with user desires. At Famesters, we use our own-developed AI BuzzGuru to create strategies based on data and analytics only. And constantly test. This approach helps get the highest possible performance.
In the fluid and competitive iGaming market, those who innovate and adapt are the ones who capture the attention of potential users and establish a lasting presence. By combining strategic influencer marketing with a commitment to innovation, you’re poised to excel in this dynamic landscape and forge a path to sustained success.
Industry News
FDJ UNITED Confirms Strong Half-Year Progress and Maintains 2025 Guidance

FDJ UNITED, a leader in lottery, betting and gaming in Europe, announced its results for the first half of 2025.
• First-half revenue of €1867m: up +31% compared with H1 2024 reported and down -2% on a restated basis
• Buoyant performance by the French lottery and retail sports betting BU with revenue of €1290m, up +4% on a restated basis
• Lottery revenue rose by +6% to €1065m. This performance can be attributed to the whole range of games and all distribution channels, particularly digital, which rose by +16% to €160m
• Point-of-sale sports betting revenue fell by -6% to €225m. This change reflects unfavourable sports results for the operator, despite stakes boosted by an attractive football offering (+4%)
• Online betting and gaming BU2 revenue of €466m, down -12% on a restated basis
• This change reflects a very unfavourable 2024 comparison base, due in particular to the Euro football tournament, as well as tax and regulatory impacts in 2025, particularly in the Netherlands and the UK. Excluding these two markets, revenue would be up 5% thanks to the performance of other countries, including France
• Second-quarter revenue came to €235m, up +2% compared with the first quarter of 2025
• Recurring EBITDA of €441m, representing a margin of 23.6%, or 24.4% excluding the cost of the employee share ownership plan (€14m)
• Adjusted net income of €222m
• This reflects the impact of the financing of the Kindred acquisition on the financial result and the one-off tax contribution on the profits of large French companies
• 2025 objectives reiterated: stable revenue versus 2024 pro forma, with a recurring EBITDA margin of over 24%
• Successful employee share ownership plan bringing the share of capital held by employees to 4.6%
• Taken up by more than half of employees and largely oversubscribed
“2025 stands as a transition year for FDJ UNITED, with the integration of Kindred well on track. In this context, our first-half performance is in line with the expected full-year trajectory. Besides, we are pleased by the success of the employee share ownership plan launched by the Group, reflecting our long tradition of sharing FDJ UNITED’s value creation with all stakeholders,” Stéphane Pallez, Chairwoman and Chief Executive Officer of FDJ UNITED.
The post FDJ UNITED Confirms Strong Half-Year Progress and Maintains 2025 Guidance appeared first on European Gaming Industry News.
Industry News
EGT Launches Linked United Platform

EGT has launched Linked United, an innovative platform aiming to redefine profitability and immersion in gaming establishments in Spain. This product marks a significant milestone in the company’s strategy to enhance the performance of bingo and gambling halls across one of the most important European markets.
Linked United enables the seamless interconnection of numerous products at a single station, thus creating a more dynamic and engaging entertainment network. The platform enables operators to integrate popular titles from EGT’s portfolio, such as Bell Link Plus, Gods & Kings Link and Sands Princess, along with exciting new offerings. The company plans to include all releases launched on the local market from now on in Linked United.
A key differentiator of the platform is its innovative shared Grand Jackpot system: a single, progressive level, involving all interconnected games within a group. This way, players’ chances of hitting enormous winnings increase manifold, which generates unparalleled vibrancy in the gaming hall.
Along with enriching the gaming journey, the product also contributes to increasing operational efficiency through space optimization, allowing a greater variety of games to be offered in a smaller area. Linked United also stands out with its impressive flexibility in terms of installation, as it enables venues to adjust the game mix based on performance and tailor it to the specific preferences of their customers.
Linked United brings a number of advantages for operators. First, it increases perceived value for players thanks to the wider diversity of game offerings and the irresistible appeal of the unified GRAND Jackpot, which results in enhancing the overall experience and building loyalty. Second, this leads to extended playing sessions, as more dynamic and connected entertainment encourages players to prolong their visits. Third, it allows for maximum leveraging of existing hardware investment, as Linked United integrates with current infrastructure, which optimizes costs while extending equipment lifespan. Finally, operators benefit from significant cost savings by proposing more games per station and utilizing space efficiently.
Diego Scotti, Sales Director of EGT Spain, said: “We are at a turning point in our market strategy. With Linked United, we are not just connecting games; we are opening the doors to an ecosystem of unlimited possibilities. It’s a strategic response to our operators’ demand for solutions that not only captivate their clients but also maximize their return on investment in a tangible way.”
The post EGT Launches Linked United Platform appeared first on European Gaming Industry News.
FanDuel Sports Network
Main Street Sports Group Appoints Jim Keller as EVP of Advertising and Sponsorship Sales

Main Street Sports Group, owner of FanDuel Sports Network, announced the appointment of Jim Keller as Executive Vice President of Advertising and Sponsorship Sales. In this new role, Keller will lead the entire ad sales portfolio for FanDuel Sports Network, overseeing linear, digital, and programmatic efforts. He will report directly to Eric Ratchman, Chief Revenue Officer of Main Street Sports Group.
Keller brings more than two decades of experience driving innovation, operational excellence, and revenue growth across every layer of the media ecosystem, from national networks to digital-first platforms. Most recently serving as Chief Revenue Officer at Fuse Media, Keller previously held executive roles at Warner Bros. Discovery, Hulu, and NBC Universal, leading cross-platform sales teams through industry-shifting transformations and high-growth phases. His background includes oversight of digital, streaming, mobile, addressable, and data-driven advertising, as well as advanced monetization strategies across premium content portfolios spanning sports, entertainment, and news.
“Jim is a proven leader with an exceptional track record across linear, streaming, and digital platforms. As FanDuel Sports Network redefines what local sports media can be – more dynamic, more engaging, and more impactful – Jim’s leadership will be key in creating smarter advertising experiences that deliver real value to our brand partners and local fans alike,” said Eric Ratchman, Chief Revenue Officer of Main Street Sports Group.
“There’s nothing more powerful than the connection a fan has with their local team, and FanDuel Sports Network is building a platform that truly honors that connection. From my earliest days as a sports seller at NBC Sports, to leading some of the industry’s most innovative ad strategies, I’ve always believed that the strongest media experiences are rooted in content and community. FanDuel Sports Network’s focus on building relevant, local, multiplatform fan experiences is exactly what the industry and advertisers need right now, and I couldn’t be more excited to help drive the next phase of growth,” said Keller.
Keller’s deep expertise in building modern ad operations, forging high-impact partnerships, and unlocking value across multiplatform products will be instrumental as FanDuel Sports Network continues to evolve into the future of local sports media. Main Street Sports Group’s continued transformation is rooted in reimagining local sports coverage, not just distributing games, but uniting the brands, features, and experiences fans want, tailored to each market.
The post Main Street Sports Group Appoints Jim Keller as EVP of Advertising and Sponsorship Sales appeared first on Gaming and Gambling Industry in the Americas.
-
gaming3 years ago
ODIN by 4Players: Immersive, state-of-the-art in-game audio launches into the next generation of gaming
-
EEG iGaming Directory8 years ago
iSoftBet continues to grow with new release Forest Mania
-
News7 years ago
Softbroke collaborates with Asia Live Tech for the expansion of the service line in the igaming market
-
News7 years ago
Super Bowl LIII: NFL Fans Can Bet on the #1 Sportsbook Review Site Betting-Super-Bowl.com, Providing Free Unbiased and Trusted News, Picks and Predictions
-
iGaming Industry8 years ago
Rick Meitzler appointed to the Indian Gaming Magazine Advisory Board for 2018
-
News7 years ago
REVEALED: Top eSports players set to earn $3.2 million in 2019
-
iGaming Industry8 years ago
French Senator raises Loot Boxes to France’s Gambling Regulator
-
News7 years ago
Exclusive Interview with Miklos Handa (Founder of the email marketing solutions, “MailMike.net”), speaker at Vienna International Gaming Expo 2018