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Author Anna Zhukova is Team Lead (iGaming), at Famesters
It has always been difficult to attract new customers for any iGaming product, whether it is an online casino, betting platform or sweepstakes. The market demands and is highly competitive. It’s exploding: according to world gambling statistics, around 26% of the population plays. Around 1.6 billion people gamble worldwide and 4.2 billion gamble every year. Impressive, right?
To acquire new customers, iGaming companies are constantly testing new communication channels. They want to see these channels deliver real, measurable results.
According to BuzzGuru’s research 80% of marketers consider influencer marketing as effective.
Influencer marketing may be a relatively new concept, but it has a tremendous impact on brands. This is especially true in the iGaming sector. This article will explore the strategic use influencer marketing can have on iGaming product growth.
Understanding the iGaming Market
Every business must understand their target audience. Potential users of iGaming are incredibly varied, spanning different age groups, genders and geographical locations. They are also multifaceted, from avid gamers looking for immersive experiences to casual game players seeking a quick thrill.
Men make up 90% of those who bet, but women have been getting more interested in the activity. Men and women both bet most often between 22 and 35 years old. At this age people are starting to earn their own money, and they’re more likely to treat bets as investments.
The iGaming industry focuses primarily on males aged 18-45. Content used to reach this audience is mainly based on male interests such as sports, entertainment and lifestyle. It is important to tailor your strategies to appeal to the preferences of this audience.
Influencer marketing in iGaming: The power of influencers
It’s not as easy as you might think to attract new users to iGaming. One-size-fits all approaches aren’t effective in this niche. Influencer marketing is an effective way to capture the attention of potential users in a world that values attention. Why? It’s simple. It’s simple.
Influencer partnerships give you access to a large network of people who are already interested in iGaming. This increases your chances of attracting more users. Social media users who are active are also the ones that are interested in earning while playing.
Influencers are used by 9 out of 10 iGaming companies to increase their audience and attract new customers. 1xBET is a notable example, with its huge budgets for influencers. According to BuzzGuru Analytics, influencer marketing costs are estimated to be up to $3.71 million per year.
How to Create an Effective Influencer Campaign
Creating an influencer strategy that works for your iGaming products requires a blend of science and art. The first step is to identify the influencers that are aligned with your brand, its niche and target audience. Look for influencers that are genuinely interested in iGaming, and who share the same preferences and behaviors as your target audience. Prioritize engagement rates, quality of content, and the ability of an influencer to connect with their audience.
After identifying potential influencers you can then negotiate partnerships and compensation. Remember that influencers will invest their time, energy, and personal brand in the collaboration. Negotiations should be conducted with fairness and transparency.
Compensation may take many forms, including monetary payments, product offers, affiliate partnerships or any combination of these. It is best to pay only after the integration has been released. Ensure that the expectations of both parties are aligned in terms of timelines and deliverables. influencer short can help you in this respect.
Remember that the key to an effective influencer strategy is building authentic relationships. Create an environment of open communication, where influencers can contribute their creativity and feel appreciated. You can create a partnership by aligning the brand’s goals with an influencer’s creative voice and authentic voice. This will resonate with their audience, and drive user acquisition for your iGaming products.
Creating Compelling Campaigns
Creating compelling influencer campaigns for the iGaming sector requires a careful blend of creativity, authentic messaging, and native integration. Here are some tips to help you prepare for a successful launch.
- Tip #1: Collaborate with influencers that have already shown success. Many marketers find it difficult to select creators with whom they can collaborate. It is also one of the most crucial. You can either do your own research or use the list of trusted creators on YouTube and Twitch, prepared by famesters.
- Tip # 2: Double-check the statistics of influencers. Creators will often lie about their audience’s gender and age (especially in niches). It’s harder to fake if you double-check the stats or ask them to record a video.
- Tip # 3: Consider your message carefully. Create creative concepts that are in line with your brand’s unique style and the creators. Share your vision but don’t be too strict. Let them do their work. Consider integrating interactive elements, such as challenges or gameplay demonstrations that highlight the features and excitement of your iGaming products. You can also offer promo codes or other incentives to further stimulate the audience.
- Tip #4: Authenticity matters. Make sure to highlight the benefits of your platform, but keep the message as transparent and clear as possible. Never promise the win or mislead. Encourage influencers instead to share their own personal experiences, opinions and excitement for your iGaming products. Authenticity builds trust. When users believe that an influencer is truly enjoying and promoting the product, they are more likely to explore it and engage with your platform.
- Tip #4: Don’t be afraid to trust the opinions of influencers. They know their audience better, and can provide valuable insights to make your advertisement more engaging.
Tracking and Measuring Your Success
In the iGaming sector, marketing campaigns are typically focused on three key metrics: signups, deposits and, of course, return on Investment (ROI). It can be difficult to measure influencer marketing results compared with more straightforward methods like Facebook ads.
Influencer promotions can often go viral and deliver better than expected results.
Keep up with the iGaming Landscape
The iGaming sector is a dynamic, ever-changing industry that requires constant innovation and adaptation due to rapid changes in user preferences. Influencer marketing is a powerful tool, but to maintain a competitive advantage you need to stay ahead of the curve.
Innovation is the key: In order to stand out in a fiercely competitive market, you must constantly seek new and innovative ways to engage users. Innovation is key to keeping your iGaming products fresh and exciting, whether it’s introducing a new game mechanic, incorporating virtual realities, or hosting interactive experiences.
Navigating Emerging trends: Trends, tactics and strategies are constantly changing. New platforms, formats of content, and engagement strategies are constantly emerging. As an iGaming site that wants to attract consumers, it is important to stay up-to-date with the latest trends. Monitor the social media platforms on which your target audience is active, try out different integration formats and adapt your influencer strategies to reflect changing preferences.
Crossing Boundaries:Consider collaborations and partnerships across industries. Integrating elements of adjacent entertainment sectors such as eSports or live streaming can give your iGaming a unique touch. These collaborations expose your brand to a new audience while catering to iGaming fans’ diverse interests.
Leveraging data and insights:Leverage data analytics to gain insight into user behavior, preferences and engagement patterns. This data helps you refine your iGaming products and tailor your influencer marketing campaigns to match user preferences. BuzzGuru is our AI that we developed to help us create strategies based solely on data and analytics. Test constantly. This will help you achieve the best possible performance.
In the competitive and fluid iGaming industry, it is those who are innovative and adaptable who will capture the attention of users and create a lasting impression. Combining strategic influencer marketing and a commitment towards innovation will help you excel in the dynamic market.
