Over the past few years, many online gaming platforms have formed partnerships with influencers or celebrities, contributing significantly to the success of popular games by increasing their visibility and overall appeal to a broader audience. From professional gamers giving unique takes on a game title to famous personalities getting involved in game promotions or charity events, it’s easy to see how these collaborations are mutually beneficial and continue to drive innovation in the space.
In this blog post, we’ll be taking a closer look at some of these fascinating partnerships between online gaming companies and influencers/celebrities that are changing the face of modern gaming.
Overview of Influencer Marketing and How it Has Impacted the Gambling Industry
It is widely known that influencers play an increasingly crucial role for brands across different industries. Influencers, who are content creators, have a significant and growing impact. According to a 2022 study, more than 60% of consumers trust influencer recommendations over celebrity endorsements, and influencers are the primary reason why people try out new products.
Casino streamers, also called influencers, are an integral part of the iGaming industry and have been streaming on Twitch since 2016. Twitch, which is owned by Amazon, is the world’s largest live-streaming platform. Casino streaming has grown tremendously over the years, setting new records every year for the number of streamers and viewership. Nearly 17 billion minutes of casino game content on live-streaming platforms such as Twitch and YouTube have been tracked by the Casinolytics AI in 2022. This is a rise of more than 70% compared to 2021.
The rise of casino streaming is because streamers are making gambling content more engaging, entertaining, and enjoyable. This results in a lively atmosphere where viewers can interact with the community and the streamer, which increases the thrill. This means that when viewers enjoy watching streamers play the best games, they are more likely to try it out themselves.
Examples of Successful Collaborations Between Casino Brands and Influencers/Celebrities
We have put together a few examples of successful collaborations between casino brands and influencers/celebrities that have gained massive traction.
Payne Insider
Payne is a well-known Twitter influencer with 42.9K followers. He is a professional sports bettor who focuses on providing information and betting predictions for the NFL and Super Bowl. Payne also hosts the Bet The Board Pod podcast where he discusses the latest odds and news related to sports betting. Sports betting was promoted through Payne’s Twitter account with the help of popular sports books like Fansduel, which are known for their credibility.
Joey Essex
The partnership between Joey Essex and Aspers Casino was a great match because Joey is well-known all over the country for being a fun and lively person. Together, they designed an exceptional advertising campaign that was mostly promoted on social media, specifically on Instagram, which is a popular platform for influencer marketing.
Joey attended several events and will be going to Las Vegas with the campaign winners. Joey’s suitability as an influencer for this campaign was based on the brand’s goals and target audience.
Lady Luck
Lady Luck, also known as Francine Maric, is a well-known female influencer in the gambling world. On different social media platforms, she shares helpful videos and posts about gambling advice, no-verification casinos, deals, and current jackpots, a lot of which can be found in games at Casinos.com. Additionally, she also showcases her life as a gambling influencer on her TikTok and Instagram channels where she has garnered 194.8K and 215k followers respectively.
Lady Luck Games signed a partnership agreement with Cbet in early 2023 to extend its reach in the LatAm region. Cbet will now provide its clients with Lady Luck’s collection, including The Treasures of Tizoc, Mr. Alchemister, Valholl: Wild Hammers, Beetle Bailey, Astro Anna, and SpinJoy Society Megaways.
Legal Requirements for These Collaborations
The Federal Trade Commission (FTC) in the United States has provided clear guidelines to help influencers understand when the FTC’s rules apply and how to comply with them legally. The FTC’s requirements for influencers can be summarized into four main points. These include:
Disclose Material Connections
The rules of the FTC require influencers to disclose their “material connections” to a brand they are promoting so that the public can be aware of any possible bias or motivation on the part of the influencer. The influencer may have received financial rewards or free product samples, or anything else with value, as an incentive for promoting the product in their post.
Make Disclosures Clear
Disclosures must be unambiguous, regardless of the format in which you are making them. For instance, ensure that you do not confuse your declarations by placing them within a cluster of hashtags or links. This will make it difficult for the average reader to understand.
Make Disclosures Directly Within Your Endorsement
When you post an endorsement as an image on platforms like Snapchat, you should overlay your disclosure onto the image itself. However, if you include an image with text, you can disclose your endorsement within the text. The FTC recommends making disclosures regularly throughout a live stream or long video if you’re endorsing a product.
Understand What Other Regulations Apply to Your Endorsement
Your endorsements may be subject to additional regulations and oversight from regulatory bodies. For example, in the UK, endorsements must comply with the Advertising Standards Authority’s (ASA) Code of Non-broadcast Advertising and Direct & Promotional Marketing.
Conclusion: Incorporating Influencer Marketing can be a Successful Strategy for Casinos
The iGaming industry has seen a significant increase in influencer marketing. Casino brands have recognized that collaborating with an influencer can effectively target their audience and promote their product. Additionally, streamers have made gambling content more interactive and enjoyable while sharing beneficial information about gambling games and promotions. Casino brands can use influencers to create a successful marketing strategy by understanding the legal requirements and making sure that their endorsements are compliant. As the popularity of casino streaming continues to grow, we expect more brands to join this trend shortly.
