Influencer marketing in iGaming and betting is undergoing a major change today. It’s no longer enough to take a blogger for the sake of coverage, now it’s about trust, results and deep integration into the marketing strategy.
Danylo, CBDO at DEVILS, tell us how they build work with Influencers and why it is not a separate channel, but an essential element that helps to retain the audience.
What role do Influencers play in iGaming today, and why does their influence extend beyond traffic?
Nowadays, Influencers are not so much a source of traffic as a strategic tool for building awareness and trust in a product.
It is particularly noticeable in the case of bloggers who have already built a strong authority and a loyal audience. These are the kind of strong influencers that help to increase brand awareness in new segments, build trust in the product, and organically engage the audience in communication with the brand. Their impact is often gradual and supports long-term growth in brand engagement and interest.
Why is it critical to look beyond audience reach and consider specific metrics and pending actions when evaluating the effectiveness of Influencer outreach?
The industry has changed: bloggers are no longer seen simply as a source of outreach. Yes, recognisability is vital, but it must work in tandem with performance – each part separately is ineffective. At the same time, the effect of integrations is often delayed: a user may see an advert today, but register or make a deposit a week or a month later.
Therefore, when evaluating Influencers, we focus on specific operational metrics – conversions, registrations, deposits, as well as average check and number of redeposits. A decline in these metrics signals a drop in traffic quality. In addition, an indirect indicator is also relevant – the growth of organic traffic, which is difficult to track directly, but reflects the long-term impact.
Practice shows that partnerships with famous personalities like athletes, artists, football clubs, increase the level of trust and enhance the brand image. For example, the co-operation of a gaming company with a football club becomes a symbol of reliability for the audience. Such ties help build stronger relationships with players and foster their loyalty.
Why is it important to focus on experience and reputation when choosing an Influencer, not just the number of subscribers?
The key factor becomes quality, not just numbers. It is essential that the Influencer understands the product, has experience with similar niches and enjoys the trust of his audience. Such a person knows how to organically integrate advertising without losing the loyalty of subscribers. His content fits harmoniously into a familiar format, and the brand is perceived naturally and appropriately. Extensive reach alone does nothing – without response and conversion, the funnel does not work.
Why do you think an Influencer is a complete element of the marketing funnel and not a separate channel?
We consider the Influencer as an important part of the funnel, capable of covering several stages of the user journey, from the first point of contact to action. We customise scenarios for a particular blogger, adapt the presentation, and implement game mechanics (the same Plinko or Chicken) to increase engagement. All of this is built up in advance to ensure native but manageable communication.
It’s vital to realise that every blogger needs a different funnel, with the same attention to detail as a media buyer adjusts traffic on Facebook or selects keywords in PPC. This plays a key role, thanks to the accuracy of this setup, because it depends on whether the Influencer’s role is limited to a one-off integration or whether it becomes a powerful tool that leads the user through all stages of the conversion journey.
Where is the line between creative presentation and manipulation? And why has honesty become part of your strategy?
We have a clear principle: don’t promise something that doesn’t exist. A casino is a form of entertainment with unpredictable outcomes. The main thing is to enjoy the process. But if a blogger says, ‘you will definitely make money here’, it is already manipulation, which kills trust. We are in favour of an honest presentation: no pressure, no sugarcoating. When the product is embedded natively and in the blogger’s style, it inspires trust in the audience. This approach doesn’t give sudden bursts, but it works steadily and lasts a long time.
What are the risks involved in working with bloggers,setup and how do you minimise them?
The main risk is a lack of consistency. A blogger may promise one thing but deliver something completely different. Sometimes the task specification is violated, and the integration is ineffective. And most importantly, unlike FB, you can’t press pause: if the integration has already been released and hasn’t worked, the budget has been spent. That’s why we work out everything as tightly as possible before the release: from the script and visuals to the pitch. We evaluate the blogger by performance – for example, if there is no FD in the first 20 minutes, the result is likely to be weak. Such signals help us to make quick decisions.
When are micro- and nano-influencers worth working with, and when are they actually effective?
Micro- and nano-influencers are a great tool at the test stage. As a rule, they have a less crowded audience and higher engagement, especially in niche topics. They can be used to test hypotheses and creatives quickly on small budgets. This helps you save resources and understand what works faster. However, when it comes to scaling, this channel alone is not enough – you need influencers with a wide audience and a systematic strategy. It’s critical to find a balance between tests and growth. Only an integrated approach enables you to create a sustainable system of audience attraction and retention that brings results.
If you want to discuss deals, explore PR opportunities, or become part of the Devils team — here’s how to reach us:
• Partnerships & Sales — Angela
✉️ angela_bayluk@trafficdevils.net
📲 Telegram: @AngelaTLsales
• PR — Violetta
✉️ violetta_head.marketing.pr@trafficdevils.net
📲 Telegram: @violetta_devils_pr
• Hiring
📲 Telegram: @DEVILS_Hiring
