Influencer marketing is a method of promotion that many industries have started to capitalize on. The iGaming sector is one of those that have followed suit.
There has been a growing trend in the use of influencers as a form of marketing in recent years, especially given the rise of social media. The platforms that they use – whether it be the established Facebook and X, or those that changed the way entertainment is consumed for many like Instagram and TikTok – have provided a new and unrestricted amount of access that can be argued to be even better than traditional forms of marketing.
Online casinos partnering with influencers
Online casinos have started to partner up with influencers who have several thousands of followers to share their products. They can use them in different ways to highlight how good the product or services that they offer are while ensuring they get plenty of eyes on it that can be persuaded by the individual that is advertising it because of the connections that they have with their audience.
If the individual’s audience views that the person they follow is using a real money pokies app for all of their gaming and entertainment needs, they may feel that they can trust them to do the same because of the emotional connections that may have been formed.
They may feel that it’s also a way in which they can connect with that person further. If they see that they have similar interests, they may find that they are like-minded, which can benefit the influencer just as much as it could the casino.
What methods are influencers using to drive online gambling activities?
Influencer marketing will typically work based on the content that is created. However, there are several strands of content that a person in this position can opt to use to ultimately generate enough interest and get people signing up to the online casino that they have partnered with.
Visual content is usually the first and most obvious medium that can be used. With platforms like Instagram and TikTok being among the go-to options for many because of the growing change in the way people consume content, they have become ideal for promoting casino gaming.
Influencers can post videos or images of them playing the games or using the bonuses that the casinos they are working with offer. By capturing their own experiences, they can give audiences an authentic view of how enjoyable the activity can potentially be. They can use video content to provide first-hand experiences, while they can have fun with what they are doing as they can be engaging. By capturing the interest of the viewer, it can have a greater impact in creating conversions than other forms of marketing.
At the same time, the gambling industry has been able to use influencers who regularly stream content. Platforms like Twitch and Kick can have millions of viewers each day using their sites, which has led to many making money as regular streamers. Online casinos can partner with individuals who stream by having them play their games live in front of a viewing audience. This type of content marketing has proven popular as it gives an authentic experience and one that is received in real time. As audiences see it for themselves in its organic form, they can be tempted to play the games that they have seen because of the emotions that are being experienced at that very moment.
Although visual content can be considered ‘King’, other forms of influencer marketing can be in worded form. A simple post that explains the highlights of the products or services offered on platforms like Facebook or Twitter can sometimes be enough to generate conversions for the online casino. It’s not quite as popular as the visual forms, but it can still be used today.
Is influencer marketing the best way to drive trends in online gambling?
It’s possible to argue that influencers can be among the best people to help drive trends that are experienced in online gambling. As they can reach vast numbers of people with their social media footprint, they are in a position to help the iGaming industry highlight the benefits that can be enjoyed.
For instance, an influencer can create a short video that highlights the benefits of a game, new features, or why an online casino can be considered among the best. Audiences who view these can be influenced by the remarks and statements that can be made by the individual they follow, as they can often be viewed as a person of trust.
However, influencer marketing can be difficult for an industry like the casino sector. Due to its restrictions and the legal red tape that exists surrounding it, some influencers won’t go near it. At the same time, they may have younger audiences and not want to share it with them, or they may not have positive feelings about the industry themselves.
That’s why it’s important for online casinos to always consider other forms of marketing. Nonetheless, influencer marketing can be great if they find the ideal partnership.
