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More bang for your buck
Troy Paul of SGG Media, on why streamers and influencer amplification are fast becoming the cornerstone of media activation for sportsbook and casino brands
Amplification is crucial to getting the most out of marketing activity and spend, but it’s something that very few online sportsbook brands are doing, let alone getting right.
Amplification means taking marketing campaigns and materials and “amplifying” them through targeted influencers that get the messaging in front of even more people.
Let me explain by way of example.
An operator will pay an athlete millions of dollars a year to create social posts about its sportsbook and offering, including new bonuses and Sunday Football Picks.
Let’s say the athlete is making a post on Monday that says he loves the Kansas City Chiefs in that week’s game and that DraftKings is offering a boost to all players who tail his bet slip.
This post will generate a decent number of impressions and clicks, but this can be “amplified” by having the top Kansas City Chiefs fan accounts retweet it on X or create an Insta story around it.
These influencers will then say things like “I love this play” or “KC fans, don’t miss out!”, boosting the message to more people and ultimately driving engagement and interaction.
In many cases, we have taken posts that will generate around 50,000 impressions and through our network of influencers, make that post go viral with 10x-20x engagement and reach.
Sportsbooks spend millions on their celebrity partnerships and brand ambassadors, but for a few thousand dollars, amplification can turbo-charge engagement with that content and transform KPIs.
And it’s not just sportsbooks that can benefit from this – so too can online casinos, casinos, racetracks and tribal casinos and sportsbooks.
Mastering the art of amplification
The channels through which amplification is the most effective are evolving with live streaming very much king these days.
The audiences behind popular sports and casino live streams are extremely loyal, and those who can lead an audience through an entertaining stream are becoming instrumental to operator growth.
Streamers are the new celebrities and the space as a whole has tons of latent potential to explore and growth to unlock, especially in terms of a media play.
In terms of how it works relating to amplification, let’s take a Tuesday NBA team in a mid-level market as an example. Most NBA fans don’t even know the game is on, let alone where to watch it.
If a popular streamer had the necessary media access to live stream the game, his loyal audience would tune in to watch the stream regardless and then in turn be introduced to the NBA.
Streamers ultimately create a community around the content they are watching, and this can directly translate to a growing audience around a sport, team, player or, of course, a betting brand.
Sportsbook and casino brands need to get in on the amplification action
This is why sportsbook and casino brands need to sign with streamers early and use them to support marketing campaigns and growth initiatives.
For me, developing a product around a streamer’s audience will prove to be an immensely important aspect for growing brand equity and boosting engagement in the months and years ahead.
For example, a client of ours recently created a 1SC promo link for the first 5,000 users to log into their account through the link. The stream reached the 5,000-user cap in 24 hours.
This means 5,000 unique accounts logged into and/or wagered through the social casino account in the 24-hour period, which is an insane metric.
This stands as a perfect example of how an operator can build out a campaign targeted at streaming, and how amplification through streaming resulted in success.
There are tons of opportunities to explore
Of course, this is just one example and there are loads of opportunities for both operators and content creators to get into.
Streamers that can leverage platforms like X, Instagram and TikTok to create a loyal audience that shows up daily for their content will be in an excellent position to monetise through partnerships.
The operators that recognise this trend early, and we are still in the early days of streaming and amplification, will get ahead of the curve in the ever-changing landscape of media activation.
But where there are opportunities there are also challenges and streaming is no different. The big one here is that no post-editing can be done as everything is broadcast in real-time.
This makes it imperative that streaming hosts are well versed in the sportsbook/casino’s brand guidelines and the compliance and responsible gambling elements that come along with it.
Influencer amplification is the cornerstone of media activation
With influencer amplification, brands don’t need to spend millions of dollars with Google AdSense or Meta ads to target fans – even though this is what’s been done up until this point.
With streaming and general influencer amplification, campaigns can be delivered directly to fans that genuinely care about the content.
What’s more, this can be done for pennies on the dollar of what traditional media would cost, and with a much better return.
In short, online and land-based gambling brands can get more bang for their buck.
The post More bang for your buck appeared first on Gaming and Gambling Industry in the Americas.
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Favbet × Spinner: An Exclusive Live Studio That Has Already Gained Recognition in Ukraine

Ukraine now has its first full-fledged Ukrainian-language live product, created by local specialists for local players.
The format combines modern technology with national identity, turning gameplay into a space where native language is heard from the very first moment.
Favbet opened a new opportunity for the market in the live segment. Without waiting for audience demand, the company shaped it itself, introducing its own branded live studio powered by Spinner. This proactive step secured Favbet’s reputation as an innovator that sets standards and creates trends.
The project was entrusted to Spinner — a modern and ambitious B2B provider with Ukrainian DNA and technological expertise, capable of delivering a fully branded studio in the state language. The partnership united shared values, high standards, and a clear understanding that players choose content closest and most relatable to them.
The studio’s atmosphere reflects Ukrainian character and hospitality. Hosts communicate in a relaxed manner, respond in real time, keep conversations flowing, and add light humor. It is a place players come not only for the game but also for live interaction and a sense of community.
Deep customization, Ukrainian-speaking hosts, and instant support create the comfort level every Favbet user deserves. Demand has grown so rapidly that in just one year the number of tables doubled from six to twelve.
Most importantly, these games are available exclusively on Favbet’s website and mobile applications.
Favbet × Spinner made Ukrainian the foundation and raised the quality bar to the level of global best practices.
PARTICIPATION IN GAMBLING CAN LEAD TO ADDICTION. PLEASE FOLLOW RESPONSIBLE GAMING PRINCIPLES.
License for online casino operations dated 20.04.2021 issued to LLC “BC Favbet” under CRGL Decision No. 137 of 05.04.2021 (as amended), and license for bookmaking operations dated 28.12.2022 issued to LLC “BC Favbet” under CRGL Decision No. 433 of 13.12.2022.
The post Favbet × Spinner: An Exclusive Live Studio That Has Already Gained Recognition in Ukraine appeared first on Gaming and Gambling Industry in the Americas.
Latest News
Favbet × Spinner: An Exclusive Live Studio That Has Already Gained Recognition in Ukraine

Ukraine now has its first full-fledged Ukrainian-language live product, created by local specialists for local players.
The format combines modern technology with national identity, turning gameplay into a space where native language is heard from the very first moment.
Favbet opened a new opportunity for the market in the live segment. Without waiting for audience demand, the company shaped it itself, introducing its own branded live studio powered by Spinner. This proactive step secured Favbet’s reputation as an innovator that sets standards and creates trends.
The project was entrusted to Spinner — a modern and ambitious B2B provider with Ukrainian DNA and technological expertise, capable of delivering a fully branded studio in the state language. The partnership united shared values, high standards, and a clear understanding that players choose content closest and most relatable to them.
The studio’s atmosphere reflects Ukrainian character and hospitality. Hosts communicate in a relaxed manner, respond in real time, keep conversations flowing, and add light humor. It is a place players come not only for the game but also for live interaction and a sense of community.
Deep customization, Ukrainian-speaking hosts, and instant support create the comfort level every Favbet user deserves. Demand has grown so rapidly that in just one year the number of tables doubled from six to twelve.
Most importantly, these games are available exclusively on Favbet’s website and mobile applications.
Favbet × Spinner made Ukrainian the foundation and raised the quality bar to the level of global best practices.
PARTICIPATION IN GAMBLING CAN LEAD TO ADDICTION. PLEASE FOLLOW RESPONSIBLE GAMING PRINCIPLES.
License for online casino operations dated 20.04.2021 issued to LLC “BC Favbet” under CRGL Decision No. 137 of 05.04.2021 (as amended), and license for bookmaking operations dated 28.12.2022 issued to LLC “BC Favbet” under CRGL Decision No. 433 of 13.12.2022.
The post Favbet × Spinner: An Exclusive Live Studio That Has Already Gained Recognition in Ukraine appeared first on European Gaming Industry News.
Latest News
Favbet × Spinner: An Exclusive Live Studio That Has Already Gained Recognition in Ukraine

Ukraine now has its first full-fledged Ukrainian-language live product, created by local specialists for local players.
The format combines modern technology with national identity, turning gameplay into a space where native language is heard from the very first moment.
Favbet opened a new opportunity for the market in the live segment. Without waiting for audience demand, the company shaped it itself, introducing its own branded live studio powered by Spinner. This proactive step secured Favbet’s reputation as an innovator that sets standards and creates trends.
The project was entrusted to Spinner — a modern and ambitious B2B provider with Ukrainian DNA and technological expertise, capable of delivering a fully branded studio in the state language. The partnership united shared values, high standards, and a clear understanding that players choose content closest and most relatable to them.
The studio’s atmosphere reflects Ukrainian character and hospitality. Hosts communicate in a relaxed manner, respond in real time, keep conversations flowing, and add light humor. It is a place players come not only for the game but also for live interaction and a sense of community.
Deep customization, Ukrainian-speaking hosts, and instant support create the comfort level every Favbet user deserves. Demand has grown so rapidly that in just one year the number of tables doubled from six to twelve.
Most importantly, these games are available exclusively on Favbet’s website and mobile applications.
Favbet × Spinner made Ukrainian the foundation and raised the quality bar to the level of global best practices.
PARTICIPATION IN GAMBLING CAN LEAD TO ADDICTION. PLEASE FOLLOW RESPONSIBLE GAMING PRINCIPLES.
License for online casino operations dated 20.04.2021 issued to LLC “BC Favbet” under CRGL Decision No. 137 of 05.04.2021 (as amended), and license for bookmaking operations dated 28.12.2022 issued to LLC “BC Favbet” under CRGL Decision No. 433 of 13.12.2022.
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