Casino influencer marketing is expected to bloom in 2024. But… Promoting iGaming partner offers through influencers might not be something you have considered so far. Ever since social media earned enormous popularity, the iGaming industry has started to rely heavily on the power of influencer marketing.

In fact, a recent study by Playtech showed that almost 60% of online casino operators use some form of influencer marketing as part of their overall marketing mix.

And for a good reason, too! 

Influencer marketing can be an incredibly effective way to reach new customers and promote your brand.

partner marketing software for igaming industry

In the iGaming world, you can partner with gambling influencers to promote your product or service in several ways.

In this article, we’ll look at some of the most common ways to partner with casino influencers in the betting and gambling niche.

We’ll also discuss the benefits of each type of partnership and give you tips on finding the right influencers for your business.

What is Influencer Marketing?

It’s no secret that social media has taken the world by storm. Nowadays, just about everyone is on social media in one way or another, and businesses quickly realize the power of social media marketing.

Influencer marketing is an effective and popular format of social media marketing. It is the process of partnering with key individuals who have a large and engaged online following to promote your product or service.

Simply put, it’s a way to get your message in front of a larger audience through someone they trust and respect. And, influencer marketing has proven to be incredibly powerful when it comes to iGaming partner promotion.

Understanding the iGaming industry

So you’ve decided you want to start promoting your iGaming business with influencer marketing.

That’s a great decision!

But before you jump in and start working with casino game influencers, it’s important first to understand a little bit about the nuances of the iGaming industry.

iGaming is an umbrella term used to describe the online gambling industry. It includes all sorts of games and activities, such as online casinos, poker, bingo, and sports betting. 

The iGaming industry is rapidly expanding and is now worth an estimated $61 billion annually, which is forecast to grow by some 86% by 2028.

As an iGaming business owner, you must understand the ins and outs of this rapidly growing industry. That way, you can make informed decisions about marketing strategies and partners to work with.

How to Integrate Influencer Marketing in iGaming Partner Promotions?

The iGaming industry is highly regulated, with many countries requiring operators to obtain licenses and comply with strict rules and regulations. Responsible gaming legislation forces many operators to implement measures to prevent problem gambling, such as setting deposit limits and offering self-exclusion options.

Also, the use of blockchain technology in the iGaming industry is also expected to increase, providing greater transparency and security for online transactions.

iGaming Global Stats

  • The global online gambling market is expected to reach $127 billion by 2027, growing at a CAGR of 11.5% during the forecast period from 2020 to 2027.
  • The online casino segment is expected to hold the largest market share in 2027 due to the increasing popularity of online slot games.
  • Asia Pacific is expected to be the fastest-growing region for the iGaming industry, with China being the largest contributor to this growth.
  • Mobile gaming has become increasingly popular in recent years, with mobile devices accounting for more than 50% of all online gambling activity and expected to reach USD 5,7 million by 2030.
  • Esports has become a significant part of the iGaming industry, with revenues from esports betting expected to reach $12 billion by 2020. Esports influencer marketing is, therefore, should not be ignored as well.
  • The United States is expected to be one of the fastest-growing markets for the iGaming industry, with several states having legalized online gambling.

In other words – it’s a lucrative niche with evergrowing potential.

Benefits of Partner Promotion Through Influencer Marketing

When it comes to promoting your iGaming partnerships, there’s no better way to do it than through influencer marketing. Simply because gambling and betting are prohibited from advertising through Google Ads, Facebook Ads, and other popular sources

The Power of Influencer Marketing in iGaming Partner Promotion - influencer marketing in igaming

Why is influencer marketing a good fit?

First and foremost, it allows you to target a very specific audience. You can be sure that the influencers you work with have a large, engaged following who are interested in gambling and casino games.

Additionally, partnering with influencers gives you access to some of the best content out there. Influencers are experts at creating high-quality, engaging content that is sure to capture attention and is incorporated seamlessly unless disclosed. This content can be used across all your marketing channels, helping to promote your partnership in a very powerful way.

So if you’re looking for a successful and effective way to promote your iGaming partnerships, start looking for influencers in your niche with whom you can partner.

Challenges of Partner Promotion Through Influencer Marketing

Of course, everything has downsides.

One challenge to consider when using influencer marketing in the casino industry is the need for creative content. Influencers must be creative in order to make their campaigns engaging and successful.

The Power of Influencer Marketing in iGaming Partner Promotion - influencer marketing in igaming

Are they always?

Not necessarily.

This means that they need to come up with ideas for videos, images, and other content types that will captivate the target audience, or you will have to create the content for them, which means extra time and effort.

Additionally, some influencers have been known to use ads or affiliate links in their posts, which can lead to issues with regulations and may even damage your brand’s reputation. Therefore, it’s important to ensure that all influencers abide by the relevant regulations of their country and your specific guidelines in order for your campaign to be successful and legit.

How to Choose the Right Influencers for Your iGaming Partner Promotion

When it comes to choosing the right influencers for your iGaming partner promotion, you’ll want to consider a few things. Choosing a bad fit can prove a crucial factor in the success of your marketing campaign. 

Remember, influencers promoting gambling outlets have a wide variety of choices, so you always have to keep your offers attractive to ensure you don’t lose out to the competition.

Here are some tips to help you choose the right casino game influencers for your campaign:

Define your target audience

Determine the demographics of your target audience, such as age, gender, location, and interests. This will help you identify influencers who are popular among your target audience.

Look for niche influencers.

Finding the right niche influencers for your iGaming marketing campaign can be key in reaching and engaging your target audience. A niche influencer is someone who has a specific expertise or focus, such as gaming or esports, and can be more effective in reaching a specific group of people. 

Niche influencers have specific expertise or focus, such as gaming or esports, and can be more effective in reaching your target audience. You can target specific sports betting influencers, gaming influencers, and poker influencers for your partner promotion.

How do you identify potential people in your niche?

One of the best ways to find niche influencers in the iGaming industry is to use social media platforms. You can use platforms such as Instagram, Twitter, and TikTok to search for influencers using relevant hashtags, such as #igaming or #betting.

You can also use social media tools like Hootsuite, Buzzsumo, and Klear to identify influencers in your niche. These tools allow you to search for influencers based on specific keywords and filter by metrics such as engagement and reach.

Another way to find niche influencers is through industry events and conventions. 

You can also use the referral method and ask your current partners, colleagues, or friends in the industry if they have worked with any influencers in the past or if they know someone who would be a good fit for your campaign.

Check for engagement and authenticity.

Look at the influencer’s audience to ensure it fits your target demographics. You’ll also want to consider their engagement rate; if they have a large following but low engagement, that will not be helpful. Plenty of online tools allow you to analyze influencers’ fan base, bringing you real engagement statistics, so advertisers are no longer blinded by (often – fake) big followers count.

Look for influencers with high post engagement rates, indicating that their followers actively engage with their content.

Choose genuine and authentic influencers in their content rather than those who appear to be promoting products just for the sake of it.

The Power of Influencer Marketing in iGaming Partner Promotion - influencer marketing in igaming

Consider the cost

Determine your budget for the campaign and look for influencers who fit within your budget while providing the best reach and engagement for your target audience.

Choose influencers who are willing to work with you on creating custom content that aligns with your brand, so the cost of the campaign will also include content creation and not just a blunt promotion.

You’ll also want to see if they have any experience or expertise in the iGaming industry. That can help you reach the right people on a more personal level. 

Monitor the influencer’s performance

Keep an eye on the influencer’s performance after you have chosen them. This will help you understand the reach and engagement of their content. 

Since we are talking about partner marketing, you may want to use a partner marketing software like Scaleo that is specifically optimized for the iGaming industry with all its needs and values.

By following these tips, you can choose the right influencers who align with your brand and can effectively promote your iGaming partners to your target audience.

Finally, when choosing social media partners, be sure you adhere to the platform’s guidelines and terms of service when selecting influencers for paid campaigns. This will ensure you don’t fall into any compliance issues later down the road. 

Ultimately, finding and partnering with influencers who are knowledgeable about the industry will help create an authentic connection between them and your audience.

Monitoring and Analyzing Results From Influencer Marketing for iGaming Products

To evaluate the success of your influencer marketing strategy, you need to measure and monitor the results it produces. To get an accurate picture of how effective it is:

  1. Use a combination of quantitative and qualitative data.
  2. Track metrics such as engagement, impressions, brand awareness, website traffic, signups, and more.
  3. Analyze how this data changes over time as you increase or decrease your budget for influencer promotions.

You should also look at qualitative assessments from both your influencers and their audiences—ask them for their opinions on your products and services. This will provide insights into what’s working—and what might not be—so you can adjust your strategy to make the most out of it. 

By measuring and monitoring your influencer’s campaigns’ results, you can ensure you are reaching the desired effect in promoting your iGaming products and services.

Why use partner marketing software to measure the performance of your campaigns?

Now that you have a well-defined group of influencers you will be working with and everything ready to get started, how do you measure the success of these campaigns? 

You need effective partner marketing software like Scaleo.

The Power of Influencer Marketing in iGaming Partner Promotion - influencer marketing in igaming

Scaleo offers powerful analytics that helps you track progress and evaluate the performance of your campaigns. It is specifically tailored to the online gambling industry. It offers detailed stats that provide transparency to both parties, including parameters such as first deposit, recurring deposit, Rev Share options, and more.

You can analyze your campaigns against 30 data points, which include impressions, clicks, revenue, ROI, traffic quality, and more. This granular-level insight provides invaluable information that can be used to optimize and maximize return on investment. Besides, comprehensive reports are generated instantly in real-time, so you can quickly and easily monitor your influencer campaigns from one central dashboard.

Scaleo makes it easy to measure the performance of influencer marketing efforts, giving iGaming partners the opportunity to know which tactics are working and which ones need improvement.


So, should you promote iGaming partner offers through influencer marketing? You can see that influencer marketing has tremendous potential in the iGaming world. Influencers help bridge the gap between advertisers and gamers, creating an engaging experience for gaming enthusiasts. They help to connect brands to a larger audience and increase their reach by leveraging their influence and engaging content. This can result in direct sales, new customers, and boosted brand awareness.

By working with the right influencers, your igaming partners’ offers can be marketed to a much wider audience more efficiently than ever before. Furthermore, this also has the potential to create powerful social proof for your partners’ products, leading to increased trust and better customer loyalty

Looking for a partner marketing software to power your iGaming offers?

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What is influencer marketing in iGaming partner promotion?

Influencer marketing in iGaming partner promotion involves collaborating with influential individuals on social media to promote iGaming products or services. It leverages the reach and credibility of these influencers to attract and engage potential customers.

How can influencer marketing benefit iGaming partner promotion?

Influencer marketing can benefit iGaming partner promotion by reaching a targeted audience, building brand credibility, generating organic word-of-mouth, and increasing visibility for iGaming products or services. It can also create engaging content that resonates with potential customers.

What are the key strategies for successful influencer marketing in iGaming partner promotion?

Key strategies for successful influencer marketing in iGaming partner promotion include identifying the right influencers, setting clear campaign goals, fostering authentic partnerships, and tracking and analyzing campaign performance using iGaming marketing software like Scaleo.

How can iGaming marketing software help in tracking & analyzing influencer marketing campaigns?

iGaming marketing software like Scaleo can help in tracking and analyzing influencer marketing campaigns by providing real-time data visualization, enabling informed decision-making, optimizing campaign performance, and facilitating strong relationships with affiliates.

What are some examples of successful influencer marketing campaigns in the iGaming industry?

Successful influencer marketing campaigns in the iGaming industry often involve partnerships with popular gaming influencers who create engaging content, host live streams, and share their experiences with iGaming products or services, effectively reaching and engaging their followers.
For more information about influencer marketing in iGaming partner promotion, you can check out The Power Of Influencer Marketing In IGaming Partner Promotion.
To track and analyze influencer marketing campaigns, consider using Scaleo’s award-winning Partner Marketing Software for iGaming industry.
Remember, successful influencer marketing in iGaming partner promotion requires thoughtful planning, authentic collaborations, and effective tracking and analysis using advanced marketing software.

Last Updated on January 25, 2024


Elizabeth is a Senior Content Manager at Scaleo. Currently enjoying the life in Prague and sharing professional affiliate marketing tips. She's been in the online marketing business since 2006 and gladly shares all her insights and ideas on this blog.