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Industry News

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

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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

Casino Gaming

Maryland Casinos Generate $165.7 Million in Gaming Revenue During July

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Maryland’s six casinos combined to generate $165,661,894 in revenue from slot machines and table games during July 2025. The statewide total was down $4,159,416 (-2.5%) compared to July 2024.

Casino gaming contributions to the state during July 2025 totaled $71,857,827, a decrease of $305,727 (-0.4%) compared to July 2024. The July 2025 contributions included $51,742,064 to the Education Trust Fund, a decrease of $272,892 (-0.5%) compared to July 2024.

Casino gaming revenues also support the communities and jurisdictions where the casinos are located, Maryland’s horse racing industry, and small, minority- and women-owned businesses.

Maryland’s six privately owned casinos offer both slot machines and table games: MGM National Harbor in Prince George’s County; Live! Casino & Hotel in Anne Arundel County; Horseshoe Casino Baltimore in Baltimore City; Ocean Downs Casino in Worcester County; Hollywood Casino Perryville in Cecil County; and Rocky Gap Casino Resort in Allegany County.

The gaming revenue totals for July 2025 were as follows:

MGM National Harbor (2261 slot machines, 208 table games)

$68,587,339 in July 2025, a decrease of $3,396,384 (-4.7%) from July 2024

Live! Casino & Hotel (3832 slot machines, 179 table games)

$59,702,771 in July 2025, a decrease of $2,860,124 (-4.6%) from July 2024

Horseshoe Casino (1365 slot machines, 115 table games)

$14,415,536 in July 2025, an increase of $1,098,302 (8.2%) from July 2024

Ocean Downs Casino (900 slot machines, 18 table games)

$10,236,754 in July 2025, an increase of $615,672 (6.4%) from July 2024

Hollywood Casino (731 slot machines, 23 table games)

$7,622,642 in July 2025, an increase of $325,372 (4.5%) from July 2024

Rocky Gap Casino (630 slot machines, 12 table games)

$5,096,851 in July 2025, an increase of $57,746 (1.1%) from July 2024.

The post Maryland Casinos Generate $165.7 Million in Gaming Revenue During July appeared first on Gaming and Gambling Industry in the Americas.

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Industry News

Amusnet Sparks Excitement Among Italian Operators and Players with Royal Coins Saga Event

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Amusnet has strengthened its presence in the Italian iGaming market with the successful completion of the Royal Coins Saga tournament, held throughout July. Organised in collaboration with over 20 operator partners and featuring a €20,000 prize pool, the campaign attracted strong player participation and delivered significant results across all participating platforms.

Powered by Amusnet’s recently launched Tournament Tool, the campaign delivered a dynamic, competitive experience that enhanced the player engagement. The tool allows full customisation of event rules, duration, ranking criteria and prize structure, supported by a real-time leaderboard and intuitive setup. With flexible mechanics and varied reward types, it empowers operators to run impactful, tailored campaigns. Its strong performance in Italy reaffirmed its value as a trusted engagement solution, praised for its simplicity and measurable results.

The tournament showcased eight of Amusnet’s most popular titles in the Italian market, including Shining Crown, Royal Secrets, Extra Crown, 20 Extra Crown, Coin Gobbler, 20 Golden Coins, 40 Golden Coins and 100 Golden Coins. These titles continue to resonate with local audiences, combining engaging gameplay with proven appeal that helps operators deliver an enhanced entertainment experience.

Branded with the slogan “Gioca, Conquista, Regna” (Play, Conquer, Rule), the campaign received extensive visibility across participating operator platforms.

Polina Nedyalkova, Director at Amusnet Italy, said: “Italy remains a key focus market for us as we continue to expand our footprint and enrich our offering. Campaigns like Royal Coins Saga are an essential part of our commitment to delivering experiences that bring value to both players and partners.”

The post Amusnet Sparks Excitement Among Italian Operators and Players with Royal Coins Saga Event appeared first on European Gaming Industry News.

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FDJ UNITED Confirms Strong Half-Year Progress and Maintains 2025 Guidance

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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.

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