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Maximizing ROI in iGaming: A Deep Dive into Non-Standard Geo-Targeting Through Influencer Marketing (Part 1/2)

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1 year ago

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Here’s a quick take on influencer marketing in iGaming: it’s all about making waves in the digital world. Popular social media stars teaming up with iGaming brands make them not only well-known, but also more trustworthy. Influencers have got the followers, the trust, and the know-how to get people excited about gambling and betting online. In this article, Anna Zhukova, Team Lead of iGaming vertical at Famesters will delve deeply into smart influencer marketing strategies for this business vertical. 

Here are some of the key components of influencer marketing for iGaming brands:

  • Engaging the Crowd: Influencers are superstars at grabbing the attention of different players – from those who play just for fun to the serious high rollers.
  • Building Trust: When an influencer gives a thumbs-up to a game or a particular online casino, their followers listen. It’s like having a friend recommend your favorite new game.
  • Finding the Right Fit: Picking the perfect influencer is key. They need to align with what the iGaming brand is all about.
  • Staying in the Lines: iGaming has got rules. Influencers need to play by them to keep things cool and compliant.
  • Performance Metrics and ROI: Tracking the success of influencer campaigns through metrics like reach, engagement, and conversions is crucial. This data helps in refining strategies and ensuring a high return on investment.

 

In short, influencer marketing in the iGaming industry is a trust-building powerhouse: it is a nuanced and effective approach, leveraging the power of influential personalities to build brand trust, engage diverse audiences, and drive business success within a regulated framework.

And here’s another great power that influences the final results of an influencer marketing campaign: geo-targeting. It’s about hitting the right audience, in the right place, at the right time. Here’s why you can’t do iGaming marketing without geo-targeting:

  • Audience Segmentation: It’s all about hitting the sweet spot with each region’s unique gaming tastes and cultural vibes. Tailoring content to specific areas means more impact and appeal.
  • Regulatory Compliance: Different areas, different rules. Geo-targeting keeps campaigns on the right side of the law, dodging legal headaches.
  • Localized Content: This is where you speak their language, literally. You have to adapt to local dialects, cultural hooks, and region-favorite games to ramp up engagement and conversions.
  • Cost Efficiency: It’s about smart spending. Better focus your efforts where they count, avoid wasting resources, and watch your marketing budget deliver more.
  • Data-Driven Decisions: You can use geo-targeting data to get the lowdown on what works where. This insight sharpens resource allocation, boosting your ROI.

Understanding the iGaming Industry

The iGaming industry, encompassing online gaming and betting platforms, has witnessed exponential growth in recent years. A surge in digital technology adoption and the rise of mobile gaming have been pivotal. The industry’s growth trajectory is marked by technological advancements, expanding into new markets, and an increasing acceptance of online gaming as a mainstream entertainment option. This evolution has opened doors to vast opportunities but also posed unique challenges.

According to Statista, the global iGaming market is expected to reach a revenue of more than $107 billion in 2024.

Traditional marketing methods in iGaming face several hurdles. The biggest is the evolving regulatory landscape, with different countries imposing varied restrictions on gaming advertising. Additionally, the traditional one-size-fits-all approach struggles in a market where gamers’ preferences are as diverse as their geographical locations. There’s also the challenge of ad fatigue, where conventional advertising methods no longer capture the audience’s attention as effectively.

To navigate these challenges, the iGaming industry is turning towards more innovative, targeted, and engaging marketing strategies. Personalization and use of data analytics are becoming increasingly important. Brands are now focusing on creating more immersive and interactive marketing experiences that resonate with their audience on a deeper level.

Influencer marketing is now one of the most powerful tools in the iGaming industry. It leverages social media influencers’ reach and credibility to promote betting and gambling platforms and products. This approach taps into the influencers’ engaged audiences, offering a more authentic and trustworthy promotion method than traditional advertising. Influencers can create content that resonates with their followers, whether it’s through live-streaming games, tutorials, or reviews, thus providing a more organic and engaging way to introduce products to potential customers.

Statistics underscore the impact of influencer marketing. For instance, 66% of marketers using it say that influencer-generated content performs equally or better than branded content. Also, on average, brands earn $5.78 for every dollar spent on influencer marketing.

Understanding the iGaming industry today means recognizing the shift towards more innovative, personalized, and influencer-driven marketing strategies. The industry’s growth is paralleled by the evolution of marketing techniques, with influencer marketing standing out as a key player in engaging and expanding the iGaming audience.

Non-Standard Geo-Targeting

First, you need to understand the tiers in global market segmentation. There are three of them. Understanding the economic and audience characteristics of different tiers is crucial for effective global marketing. Each tier offers unique opportunities and challenges, and selecting the right one depends on a company’s budget, target audience, and industry regulations.

Tier-1 Countries: The Premium Market

  • Characteristics: These are the most developed countries with strong economies and a wealthy audience.
  • Why They’re Attractive: Businesses target these regions due to the high purchasing power of the audience. This means greater potential for sales and revenue.
  • Consideration: Advertising in these countries can be quite expensive. Brands should be prepared for higher marketing costs.

 

Tier-2 Countries: The Balanced Choice

  • Characteristics: These are developing countries. Their economies are well-developed, but the audience’s purchasing power isn’t as high as in Tier-1 countries.
  • Why They’re Attractive: They’re a strategic choice for businesses seeking a solvent audience without the high costs associated with Tier-1 markets.
  • Ideal for Certain Industries: Tier-2 countries are particularly suitable for advertising sectors like betting, forex, and binaries, which might be restricted in Tier-1 countries.

 

Tier-3 Countries: High Reach, Low Cost

  • Characteristics: Often referred to as ‘third world countries,’ these nations have weaker economies and lower-income populations.
  • Advantages: Advertising costs are low, allowing for broad coverage even with smaller budgets.
  • Target Audience: These regions are often targeted by industries like gambling, forex, and betting. These sectors appeal to audiences seeking opportunities for ‘easy’ income.

 

Now let’s take a closer look at the peculiarities of each tier and the countries in it.

High Costs in Tier-1 Markets: A Matter of Solvency

  • User Solvency and Payback: In Tier-1 markets, users generally have higher purchasing power, which can lead to better payback for businesses. However, this comes with its own set of challenges.
  • Regulatory Hurdles: A significant issue in these markets is the stringent regulation around gambling products. While launching campaigns on platforms like Facebook may not require a license, working with influencers often does.
  • Licensing Complexities: Licenses such as MGA (Malta Gaming Authority) or Curacao are necessary for simply working in European countries. However, they don’t authorize advertising in these geographies and targeting users in them. Plus, obtaining advertising permissions is a very complex process.
  • Influencer Marketing Challenges: Tier-1 influencers, earning well from less risky advertising options, often steer clear of gambling promotions. Finding one willing to collaborate without a license is rare.

Businesses eyeing Tier-1 markets need to be prepared for higher costs and stringent regulations, especially when incorporating influencer marketing into their strategies. While the financial returns can be significant due to the high solvency of users, navigating the regulatory and licensing requirements adds complexity. 

In contrast, Tier-2 markets offer a more accessible and flexible environment for certain types of promotions, including those in the gambling sector. Transitioning from the complex landscape of Tier-1 markets, Tier-2 geographies present a different potential. The regulatory environment is typically less stringent, and the cost of marketing is more manageable compared to Tier-1.

In the next article, we will make it clearer how the countries from different tiers can be connected, what role influencers play in this, and most importantly – how exactly non-standard geo-targeting can be used to reach more solvent audiences with cost-effective strategies. Stay tuned!

 

Author: Anna Zhukova, Team Lead (iGaming) at Famesters

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Gambling in the USA

Gaming Americas Weekly Roundup – May 5-11

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4 hours ago

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May 13, 2025

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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

Bragg Gaming Group confirmed that it will release its first quarter 2025 financial results prior to the opening of the financial markets on Thursday, May 15, 2025. The release will be followed by a conference call at 8:30 a.m. Eastern Time, hosted by Bragg Chief Executive Officer, Matevž Mazij and Chief Financial Officer, Robbie Bressler, to discuss the Company’s financial results and provide a business update. During the call, management will review a presentation that will be available on the day of the call.

Context Networks Inc, the first programmatic advertising platform engineered for the gaming industry, has announced the rollout of its groundbreaking Deep Intelligence Marketing strategy, redefining how brands engage consumers in bars, taverns and on-premise slot route operations. Leveraging the power of AI-driven data analytics, machine learning and context-aware digital couponing, Context Networks is turning local venues into the next frontier of high-impact retail media. Through its Contextual Promotions Media Network (CPMN), Context is converting digital screens—such as slot machines in bars—into dynamic, smart advertising surfaces. These systems use advanced data signals to deliver highly targeted promotions based on real-time factors like venue type, consumer behaviour, time of day, and even emotional context, moving far beyond traditional static or cyclic Digital Out-of-Home (DOOH) advertising.

ACR Poker’s Blitz Bonus Boost promotion is back by popular demand to supercharger players’ bankrolls, offering a 50% bonus up to a sizzling $500. To take advantage, players need to deposit $25 or more by 11:59 pm ET on Saturday, May 31 using bonus code: BLITZ and ACR Poker will match 50% of it, up to $500.

Partnerships

International Game Technology PLC announced that IGT PlaySports technology is now powering retail sports betting at Silver Reef Casino Resort in Ferndale, Wash. This technology agreement builds on IGT PlaySports’ leadership in the region, marking the 11th casino in Washington State to deploy the Company’s award-winning sports betting platform, and the 10th casino in the State to leverage its trading advisory services.

Playtech and Hard Rock Digital (HRD) have launched New Jersey’s first-ever dedicated trivia experience on the top-rated Hard Rock Bet online casino platform. This milestone establishes Hard Rock Bet as the first operator to launch a dedicated Live Trivia Game Show in the state. Since the announcement of their strategic partnership in 2024, Playtech has provided a wide range of gaming content through Hard Rock Bet, including slots, card & table games, and live dealer games.

Everi Holdings Inc. announced the Company’s digital CashClub Wallet technology is powering Penn Entertainment Inc’s (PENN) “PENN Wallet” at M Resort Spa Casino in Henderson, NV. The “PENN Wallet” offers M Resort guests the ability to access cashless payments throughout the gaming floor via integrations with existing loyalty and payments systems. PENN currently utilises CashClub Wallet technology across 22 properties in 11 jurisdictions. CashClub Wallet elevates patron engagement with frictionless, omni-channel payments. Everi’s industry-leading cashless payments solutions drive additional volume, improve operational efficiencies and transform the traditional casino cash-centric environment into a modern, seamless experience for an enhanced player journey.

The post Gaming Americas Weekly Roundup – May 5-11 appeared first on European Gaming Industry News.

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Industry News

Amusnet Unveils Live Casino Strategy for 2025

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11 hours ago

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May 13, 2025

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Amusnet’s Live Casino 2025 strategy is to empower operators and differentiate their offerings with bespoke game environments, exciting gameplay and enhanced winning potential through special features and significant multipliers integrated into a variety of new releases planned for the year.

“2025 is shaping up to be an exciting year for our Live Casino division. We are introducing a diverse range of standout games that blend entertainment, technology, and interactivity in new ways,” said Marin Dimitrov, Head of Live Casino.

One of the key highlights is Showtime Roulette 500x, a fresh take on the classic roulette experience.

“What sets Showtime Roulette 500x apart is its unparalleled customization capabilities. Operators can fully tailor the game environment to reflect their brand identity,” Dimitrov said.

This fast-paced European roulette reinvents the classics, featuring a host who presents, entertains and spins the wheel for a seamless, engaging experience. Thanks to advanced chroma technology, operators can uniquely brand the game, showcasing their logo and any bespoke background theme they desire. This creates a tailored and immersive experience that feels truly one of a kind for each operator and their players. Further enhancing player engagement, the thrill of potential rewards is heightened through random multipliers on every spin, with payouts amplified up to 500x, creating a truly exceptional gaming experience that elevates player excitement and satisfaction.

Another highlight of the year is Extra Crown Deluxe Live, which is “inspired by our slot top performer Extra Crown and offers an engaging blend of traditional slot excitement and the dynamic atmosphere of live casinos,” added Dimitrov.

This innovative live slot game retains the charm of the original while introducing upgraded mechanics and captivating gameplay. A dynamic studio setting, complete with a charismatic host, fosters a strong sense of community, bringing players together 24/7 to share in the excitement of every spin. With ten traditional symbols across 5 reels and 20 paylines, players can enjoy this classic slot action enhanced by features like Free Spins (with retrigger potential), Respins with expanding symbols and lucrative Cash Prizes (multipliers). The innovative Dynamic Reel Prizes and real-time Statistics further enhance the immersive gaming experience, topped off by the ever-popular Jackpot Cards bonus game and the chance to multiply wins via the Gamble Feature.

The latest release is Football Thrill, a high-speed live casino game that brings the excitement of football to the casino floor with instant, easy-to-play mechanics. With its simple gameplay and dynamic pacing, this Live Casino addition is designed to captivate both sports fans and casino enthusiasts. Fast, intuitive and built for excitement, this Live Casino game is the perfect addition to any live casino looking to attract players who crave action-packed, easy-to-play games.

Amusnet’s Live Casino strategy for the upcoming year centers on delivering innovative and immersive gaming experiences. This will be achieved through the introduction of enhanced roulette variations featuring captivating gameshow elements and significantly larger multipliers, boosting excitement and winning potential. The company is set to expand its offerings with a diverse selection of card games that blend classic gameplay with modern twists to appeal to both traditional and modern players. Further enhancing player engagement will be the range of interactive wheel-based games and gameshows incorporating thrilling new mechanics.

The post Amusnet Unveils Live Casino Strategy for 2025 appeared first on European Gaming Industry News.

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CasinoWebScripts Enables Direct Provider Connections and Eliminates the Need for Aggregators

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4 days ago

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May 9, 2025

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CasinoWebScripts, a leading provider of iGaming software solutions, is drawing attention to a powerful infrastructure model already in use by several clients — one that enables direct integration between online casino operators and game content providers. As the industry evolves, the company is now actively promoting this approach as a smarter alternative to traditional aggregation.

In the conventional model, aggregators act as intermediaries between content providers and casino platforms. While convenient, this structure often limits operators’ control over technical and commercial aspects, introduces latency and adds additional costs. CasinoWebScripts’ model removes the need for an aggregator by enabling operators to connect directly to game providers using a simplified and consistent integration method.

“Our goal is to simplify the way operators work with game studios, regardless of the type of casino they operate — whether it’s real-money, crypto, or social sweepstakes. By providing the tools and infrastructure for direct connections, we empower both sides to negotiate directly, optimize performance, and reduce third-party dependencies,” said Oscar Stevens, Head of Business Development at CasinoWebScripts.

Key Features of the Model Include:

• Direct Integration: Operators connect with game providers through a unified framework, without using an aggregator.

• Faster Load Times and Lower Latency: The streamlined architecture improves game performance and platform responsiveness.

• Independent Commercial Agreements: Operators and providers manage their own contracts, pricing and terms with full autonomy.

• Easy Expansion: The system supports the quick addition of new providers, with minimal integration overhead.

• Technology-Only Role: CasinoWebScripts supplies the infrastructure but does not interfere in commercial relationships.

This infrastructure shift reflects growing demand from operators looking for more autonomy in their business models. It also addresses concerns about transparency and technical bottlenecks that often arise with aggregator-based systems.

“Our platform is designed to serve those who want to scale fast and retain control over their operations. With this model, operators no longer have to compromise on performance or commercial independence,” added Stevens.

The post CasinoWebScripts Enables Direct Provider Connections and Eliminates the Need for Aggregators appeared first on European Gaming Industry News.

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