Winning big with live streams: How iGaming brands are leveling up through influencer marketing

Welcome to the high-stakes, high-energy world of iGaming, where the rapid clink of chips and the thrill of the win are just a click away. Over the past decade, the iGaming industry has exploded, riding the digital revolution to incredible new heights. Today, it's a multi-billion dollar arena that combines technology, entertainment, and big wins — all from the comfort of your screen. According to Statista, the total iGaming industry revenue is expected to surpass the milestone of $100 billion in 2025.

But how are these digital casinos attracting waves of new players? Many channels work well, but I’m inviting you to enter the realm of influencer marketing — a strategy that's as bold and dynamic as the industry itself. iGaming brands are increasingly partnering with influencers to tap into vast audiences eager for iGaming content. These influencers, armed with their charismatic personas and loyal followers, are a gold mine for brands looking to connect with potential players in a more authentic and engaging way.

And the latest power move? The shift toward live streaming platforms like Twitch, YouTube Gaming, and Facebook Gaming, is transforming digital marketing strategies. Live streaming is no longer just an emerging trend — it's a core component of engaging digital natives who hang on to every play and every win in real-time.

The Rise of Live Streaming Platforms

Live streaming began as a niche hobby for gaming enthusiasts — a way to share the thrill of the game with others. But it didn't stay niche for long. With the launch of platforms like Twitch in 2011, live streaming started to carve a path that would revolutionize how content is consumed. Platforms like YouTube Gaming and Facebook Gaming soon followed, each adding their unique flavor to the mix. Also, let’s not forget the platforms that are relatively smaller than giants like Twitch but still have their fair share of engaged enthusiastic users, like Trovo, DLive, Winya, and others.

The numbers paint a clear picture of this meteoric rise: Twitch boasts over 30 million daily active users, with streamers broadcasting everything from epic game battles to casual chat sessions. YouTube Gaming continues to grow, offering both live and on-demand video that keeps millions glued to their screens. Facebook Gaming has entered the arena with unique social features that leverage the massive Facebook user base.

This isn't just a new way to play games; it's a transformation into a mainstream media powerhouse. Live streaming has morphed into a platform where not only gamers but also brands can engage with audiences in real-time, creating a lively, interactive experience that traditional media can't match. This evolution from niche gaming broadcasts to a comprehensive digital phenomenon underscores the power and potential of live streaming, making it an essential tool in the modern digital marketer's arsenal.

Why Live Streaming Resonates with iGaming

Dive into the world of live streaming, and you’ll see why it’s a match made in digital heaven for iGaming. It's not just about watching someone play, win and lose; it's about experiencing the thrill of the game in real time. Live streaming is inherently interactive, making it the perfect medium for iGaming content that thrives on the electric atmosphere of instant reactions and shared excitement.

• Interactive by nature: In live streaming, viewers aren’t just passive observers; they’re active participants. They can chat with the streamer, make decisions that affect the gameplay, and interact with other viewers. This level of interactivity is akin to sitting at a bustling casino table, where the energy and actions of others fuel your own experience.
• Real-time engagement: Imagine the rush of watching a live roulette spin or a high-stakes poker hand unfold, with the added ability to discuss every moment as it happens. This real-time engagement keeps viewers on the edge of their seats, building a level of excitement and immediacy that prerecorded videos can’t match. For iGaming, this means viewers feel part of every win or loss, deepening their engagement and loyalty to the streamer — and by extension, to the brand being showcased.
• Immersive environment: Live streaming creates an immersive environment that mirrors the dynamic atmosphere of a casino. Lights, sounds, and the live interaction contribute to a sensory experience that can make viewers feel like they’re right there in the action. For iGaming companies, leveraging this environment means providing an authentic casino feel from the comfort of the viewer's home. And Influencers are the new casino dealers here.

Success Story: Leon Going Big in Canada Through Twitch

To illustrate what I’m talking about, let me tell you about how the Famesters influencer marketing agency helped Leon drive over 4400 First Time Deposits and 13K+ registrations.

So, first of all, meet Leon, a top-tier iGaming leader booming across Brazil, Chile, Mexico, and Eastern Europe. With an eye on even bigger prizes, Leon set its sights on the challenging yet lucrative Canadian market. The goal was to boost registrations and cash deposits without getting lost in the North American shuffle.

Challenges on the board: Leon's journey wasn’t without its hurdles. The main quest was to carve out a niche in Canada, distinctly apart from the US market, and to pump up those vital FTDs.

Strategic moves with Famesters: With a laser focus on a niche demographic — 60% male, aged 25+, and fans of everything from casinos to sports — the Famesters agency pulled together a dream team of Twitch streamers perfect for the mission. But we didn’t stop there; influencers spread the word across their social networks, armed with unique, tailored content that let their creativity shine. This cross-platform approach gave our influencers and Leon’s ads on Twitch even more views.

Winning results: The campaign knocked it out of the park with a stellar FTD cost of $66, not even counting the 30-40% boost from organic traffic. Thanks to ongoing tweaks and fresh engagement tactics like sweepstakes and interactive live streams, the campaign kept gaining momentum, establishing long-term influencer partnerships with a rehire rate of 30%.

Long-term strategy: While the initial months brought significant victories, the real game is in keeping the momentum. With continuous data analysis and strategic adjustments, Leon is all set for sustained success in the competitive iGaming arena.

This case study isn't just a story — it's proof that a smart approach, innovative strategies, and the right Twitch streamers on board make conquering new markets not just possible, but predictably successful for iGaming brands.

Strategies for iGaming Brands Using Live Streaming

Choosing the Right Platform and Influencer

This is like choosing the perfect deck of cards — it can make or break your game. Here’s how to ace it:

• Platform fit: Consider where your target demographic spends their time. Twitch is a powerhouse for gaming and casual streams from the "Just Chatting" category, YouTube offers a broader reach, and Facebook Gaming taps into the social media giant’s extensive network. Also, there are platforms that let you reach audiences from specific regions, like Chinese Trovo.
• Influencer alignment: Look for influencers whose style, audience, and values align with your brand. An influencer known for high-stakes poker might not be the right fit for family-friendly bingo games.

Creative Collaboration Ideas

Think beyond standard play-throughs. Here are some innovative ways to engage:

• Tournaments: Sponsor influencer-led tournaments to drive excitement and participation. Use these events to introduce new games or features.
• Live bets: Enable live betting during streams, allowing viewers to participate in real-time. This can add a thrilling layer of interaction.
• Game launches: Collaborate with influencers for exclusive early access to new gambling games. Their live first impressions can generate buzz and anticipation.

Integrating Brand Messages

Keep the game enjoyable while getting your message across:

• Seamless integration: Embed your brand naturally. For instance, branded in-game items or subtle logo placements can be effective without being intrusive.
• Value-added content: Offer viewers something valuable. Exclusive tips, bonus codes, or insider knowledge can enhance the viewer experience while promoting your iGaming brand.

Conclusion: Powering Up Your iGaming Strategy with Live Streaming

The fusion of iGaming and live streaming is reshaping digital marketing, offering unique opportunities for brand growth and audience engagement. With the right influencers, some out-of-the-box creativity, and effectively measuring outcomes, you can unlock new levels of success. As technology evolves, the potential for even more immersive experiences is on the horizon. Embrace these innovations, meet your audience where they are, and watch your iGaming brand soar to new heights. Ready, set, stream!

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