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The Pros and Cons of Influencer Marketing for Betting Platforms During Major Sports Events
The online sports betting industry is skyrocketing: according to Statista, the market revenue is predicted to reach approximately $46B in 2024, and grow up to $65.68B by 2029. This growth is driven by numerous factors, including accessibility and convenience of betting from home; shift in consumers preferences; emerging trends and technologies; female users growth; and more.
The availability of a wide range of sports events and the ease of placing bets with just a few clicks attract increasing numbers of people seeking excitement and wins. And it is obvious that major events like the UEFA Euro, Copa America, the Super Bowl, and the Olympics represent golden opportunities for betting platforms to engage with their audiences and boost deposits. These events capture the attention of millions of fans worldwide, and create a fertile ground for marketing strategies that can drive user engagement and boost platform activity. One such strategy that has gained significant traction in recent years is influencer marketing.
Influencer marketing has proven to be a powerful tool across various industries, and its impact on the betting sector is no different. 89% of marketers admit that the ROI from influencer marketing is comparable to or better than other marketing channels. By leveraging the reach and credibility of influencers, betting platforms can tap into their followers’ enthusiasm and encourage participation in betting activities.
Most betting platforms prefer to invest in influencer marketing during major sports events. However, while the benefits are significant, there are also challenges that must be navigated. In this article, Pavel Beinia, CEO & Founder of Famesters, will delve into the pros and cons of this approach, providing insights and strategies for betting platforms to maximize their marketing efforts.
The pros of influencer marketing for betting platforms
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Engaged audience eager to bet.
Major sports events generate an immense amount of excitement and engagement among sports fans. This heightened interest creates an opportunity for betting platforms to capitalize on the attention. Influencers, with their dedicated follower base, can amplify this excitement by sharing their own enthusiasm for the events, thereby encouraging their followers to engage in betting activities. 72% of consumers trust influencers’ opinions as much as their own friends’. When influencers discuss upcoming matches, share their predictions, or highlight special bets, it resonates with their audience, making them more likely to participate.
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User acquisition.
Influencer marketing can extend the reach of betting platforms beyond their typical audience. During major sports events, even individuals who do not regularly engage in betting might be tempted to place a wager. Influencers can appeal to these casual fans by framing betting as an integral part of enjoying the event. For example, an influencer might say, “Everyone’s placing bets on the Euro – it’s part of the fun!” This approach can draw in new users who might not have considered betting before, broadening the platform’s user base.
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Enhanced user attraction mechanisms.
Betting platforms can leverage influencer partnerships to promote special bonuses and other promotions tied to major sports events. For instance, a platform might offer a limited-time promotion where deposits are doubled if users enter a specific promo code shared by the influencer. However, the bonus program can be enhanced further – for instance, “only for this match”, or “if you register today before midnight, you will receive not only the standard $200 deposit bonus, but also 50 free spins”. Additionally, influencers can create excitement around merchandise giveaways or exclusive event-related contests. These tactics enhance user attraction mechanisms and not only encourage to place bets but also create a sense of urgency that prompts users to act quickly to take advantage of the offers.
The cons of influencer marketing for betting platforms
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High demand for top influencers.
One of the significant challenges of influencer marketing during major sports events is the high demand for top influencers. Influencers with large followings and strong engagement rates are often booked months in advance. This means that betting platforms planning their campaigns close to the event dates may find it difficult to secure these high-profile influencers. As a result, they might have to settle for less popular influencers who may not deliver the desired results. Moreover, last-minute planning increases the risk of relying on influencers who have suddenly become available due to cancellations, potentially compromising the quality and consistency of the campaign.
Start planning and reaching out to influencers several months before the event. This will increase the chances of securing top influencers at more reasonable rates.
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Saturation of advertising content.
Many betting brands are taking advantage of increased audience attention during sports events and buy lots of influencer integrations. This leads to a saturation of advertising content, with numerous brands competing for the same audience. When multiple betting platforms launch similar campaigns, the audience may experience ad fatigue. This leads to decreased effectiveness of brands’ marketing efforts: ad fatigue can lead to a 30% decrease in engagement rates. This is why it is crucial for betting platforms to differentiate their campaigns and constantly vary the advertising content and messaging.
Avoid repetitive and intrusive advertising by diversifying content. Incorporate behind-the-scenes footage, live interactions, and unique storytelling to keep the audience engaged.
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Increased rates from influencers.
The high demand for influencers during major sports events often results in increased rates. Influencers are aware that brands are competing for their endorsement and can therefore command higher fees for their services. For betting platforms, this means a higher marketing budget to secure the right influencers.
Select influencers in advance and negotiate long-term contracts that include multiple posts leading up to and during the event. By locking in agreements early, platforms can avoid last-minute price surges and ensure a more stable and predictable budget.
Conclusion
Influencer marketing is a potent strategy for betting platforms, especially during major sports events when audience engagement is at its peak. While influencer marketing during major sports events presents both opportunities and challenges, strategic planning and execution can lead to significant rewards. Betting platforms that effectively leverage the power of influencers will find themselves well-positioned to engage their audience, attract new users, and drive successful campaigns.
As you prepare for the next major sports event, consider how you can integrate influencer marketing into your strategy. Plan early, be creative, and form strategic partnerships to maximize your campaign’s impact.
Pavel Beinia, CEO & Founder of Famesters influencer marketing agency
The post The Pros and Cons of Influencer Marketing for Betting Platforms During Major Sports Events appeared first on European Gaming Industry News.
Here are this weeks latest slots releases compiled by European Gaming
Tom Horn Gaming is thrilled to announce the launch of its latest Hold & Win slot game, Majestic Coins. This high-volatility 3×3 slot takes players on a winning quest, where shimmering coins, respins, and grand jackpots lead to massive wins. Set against a sleek black 3×3 reel grid with 5 win lines, Majestic Coins offers classic slot excitement with a modern twist.
Candy Links Bonanza 2 is the newest slot game from Stakelogic, inviting you to wander through magical realms filled with delightfully sweet treats. Amidst this charming backdrop, two 5×5 grids are placed side by side. The grid on the right is where all the gameplay unfolds, while the other grid collects coins. Forming lines of coins wins their values and activates the powerful Wheels of Fortune!
Step into a world where opulence meets nature in Zillion’s latest release, Royal Crown Fruits – a dazzling slot experience filled with vibrant fruit symbols, golden crowns, and thrilling rewards. With 20 winning lines, the game blends classic charm with modern excitement, offering players a chance to strike royal-sized wins.
Big Time Gaming is back with its most exhilarating instalment yet. Max Megaways III invites players to gear up and embark on a high-stakes Arctic mission that’s shaken, stirred, and loaded with epic rewards. In this 6-reel Megaways™ slot, players get up to 117,649 ways to win, and that’s just the start of the action. Armed with MegaDozer™ mechanics, Free Spins, and a treasure trove of bonuses, Max Megaways III is set to deliver edge-of-your-seat excitement like never before.
Play’n GO delves into the mysteries of ancient Egypt with the release of Myth of Dead, a visually stunning slot that combines engaging gameplay with the allure of legendary treasures. This 5-reel, 3-row game with 10 paylines offers a captivating journey into a world ruled by powerful deities and golden riches.
Belatra Games, the specialist online slots developer, has released Blast the Bass, a brand new title that immerses players into an adventure on the open seas. Set out in the deep ocean, Blast the Bass brings together engaging mechanics, big bonus features and fun graphics that entertain players on every spin. A salty old skipper acts as the Wild symbol and will substitute for all regular symbols to combine for winning lines.
Push Gaming has launched Mad Blast, a volatile, multiplier-focused, pay-anywhere game that builds crazy robots along with wild winnings. Set in the workshop of the Mad Tinkerer, quirky, colourful bomb symbols populate the reels, with eight or more required to award a win. Winning symbols are removed from play, and the cascade of replacement icons allows subsequent wins to be formed.
Relax Gaming has revealed Glyph of Gods, an Egyptian-themed slot where hieroglyphs hold the key to wins. Bringing a fresh take on the much-loved Egyptian theme, this game features Glyph Positions which allow for Wild, Bonus, and Glyph symbols to land in dedicated spots, opening up multiple opportunities for big winning moments.
Blueprint Gaming returns in style with Big Catch Even Bigger Bass, offering a plethora of modifiers to maximise players’ winning potential. After years of success with its iconic Fishin’ Frenzy™ series, Blueprint has moved from the ocean to a picturesque lake where a bait box of aquatic symbols take their place on the 6×4, 4,096 win matrix, nestled in a mountainous landscape.
Amusnet announces the exclusive launch of 20 Wild Goals at Betano in Romania from February 20th to March 24th, 2025. 20 Wild Goals is a 5-reel video slot set in a stadium environment, offering 20 paylines. The Wild symbol, represented by a ball, expands to cover the entire reel, boosting the potential for higher wins. The tumbling reel feature adds a layer of excitement by removing winning combinations and increasing multipliers with each subsequent spin.
The post Week 8/2025 slot games releases appeared first on European Gaming Industry News.
International Game Technology PLC announced that it has achieved an environmental, social and governance (ESG) Score of 4.3 out of 5.0 from FTSE Russell, positioning IGT in the 97th percentile within the Travel and Leisure sector of FTSE Russell’s ESG Scores. This was an improvement from IGT’s previous ESG Score of 4.2 out of 5.0 in 2023, demonstrating its ongoing commitment to enhancing ESG performance.
“As a company committed to continually elevating our sustainability practices and leadership, IGT is proud to once again achieve an improved ESG score from FTSE Russell. Through our global Sustainable Play program, we execute sustainable practices and policies throughout our company and this improved score validates our ongoing efforts,” Wendy Montgomery, SVP of Marketing, Communications and Sustainability at IGT, said.
FTSE Russell’s ESG Scores and data model allows investors to understand a company’s exposure to, and management of, ESG issues in multiple dimensions. The ESG Scores are comprises an overall rating that breaks down into underlying pillar and theme exposures. Scores built on over 300 individual indicator assessments are applied to each company’s unique circumstances. The ESG Scores align with the UN Sustainable Development Goals (SDGs), all of which are reflected in FTSE Russell’s ESG framework.
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Latest News
Playtech’s Bingo Technology Powers Buzz Bingo’s Launch of Innovative Omni-channel Experience
Playtech announced the launch of Buzz Bingo’s groundbreaking omni-channel bingo game, Big Money Live.
Big Money Live sets a new standard in the bingo proposition by seamlessly combining online and land-based players across all Buzz Bingo clubs into a shared and exciting experience, powered by a low latency video stream with an engaging live presenter.
Officially launched at the end of 2024, Big Money Live debuted with a record-breaking £100,000 prize pool, the largest omni-channel bingo prize in the UK. Players nationwide participated in the exciting new chapter of bingo history, enjoying the game from both the vibrant atmosphere of bingo halls and the comfort of their own homes, showcasing the flexibility of this bingo offering.
Big Money Live is broadcasted from Buzz Bingo’s state-of-the-art studio in Derby and streamed live twice daily, seven days a week. Playtech, in collaboration with its ECM Systems platform, has worked closely with Buzz Bingo to develop a cutting-edge offering that caters to both digital and retail bingo enthusiasts. The seamless delivery of bingo games alongside live video enables entertaining and engaging features to be created around the core games, creating opportunities to attract new and younger audiences to play bingo together online and in-venue.
Marat Koss, VP of Interactive Gaming at Playtech, said: “We are incredibly proud to partner with Buzz Bingo on this project. Big Money Live represents a significant milestone in our ongoing commitment to innovation and excellence in the gaming industry. This collaboration showcases our ability to deliver top-tier technology solutions, such as the ECM handheld machines, that enhance player experiences across multiple channels, including online and retail. We’ve already received great feedback from the industry over this offering and functionality.”
Dave Evans, Chief Product Officer at Buzz Bingo, said: “The launch of Big Money Live marks an exciting new phase for bingo in the UK. Our partnership with Playtech has been instrumental in bringing this vision to life, and we are confident that this game will attract more players and offer bigger prizes than ever before.”
Richard Kearns, Head of Bingo at Buzz Bingo, said: “This new concept is a testament to the hard work and collaboration between our teams and Playtech. We are dedicated to providing innovative and engaging bingo experiences, and Big Money Live is a perfect example of this commitment.”
The post Playtech’s Bingo Technology Powers Buzz Bingo’s Launch of Innovative Omni-channel Experience appeared first on European Gaming Industry News.
Week 8/2025 slot games releases
IGT Achieves Improved ESG Score from FTSE Russell
Playtech’s Bingo Technology Powers Buzz Bingo’s Launch of Innovative Omni-channel Experience
Amusnet Deepens Collaboration with Betano for Exclusive Launch of 20 Wild Goals
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Exclusive Interview with Miklos Handa (Founder of the email marketing solutions, “MailMike.net”), speaker at Vienna International Gaming Expo 2018
