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Maximizing ROI in iGaming: A Deep Dive into Non-Standard Geo-Targeting Through Influencer Marketing (Part 2/2)
Previously, we have discussed how iGaming brands benefit from influencers, what the peculiarities of the iGaming industry and marketing are, and the differences between promoting iGaming products and services in countries from three different tiers. Now, let’s see how you can use the similarities and differences of the tiers to your profit when managing influencer marketing campaigns for iGaming brands.
Identifying Tier-2 Markets with Tier-1 Potential: A Language-Based Approach
In influencer marketing, targeting is often based on language. For instance, India and the USA both have English-speaking audiences, including influencers from India who create content in English, appealing to a broad audience.
Case Study: Brazilian/Portuguese Markets Dynamics
Brazil’s iGaming market boom is attributed not only to its government and influencers’ loyalty to iGaming brands but also to the Portuguese language. This language factor connects Brazil to Portugal, a more expensive market.
Here’s how to use strategic focus on linguistics for cost-effectiveness. By engaging Brazilian influencers at local rates, brands can effectively reach the Portuguese audience. The key is focusing on influencers whose content statistics show a significant following in Portugal. This approach allows for tapping into a Tier-1 audience (Portugal) at a Tier-2 cost (Brazil). For instance, CPM (cost per mile) in Portugal is at least $20 on average, while in Brazil it may be around $5-7.
Case Study: Leveraging the Moroccan Market to Reach the French Audience
Morocco, with its French-speaking audience, presents yet another unique opportunity. In France, strict regulations make promoting gambling especially challenging. However, Moroccan influencers who create content in French can inadvertently capture the attention of the French audience.
By partnering with French-speaking influencers in Morocco, brands can effectively reach potential customers in France. This approach allows tapping into a more regulated and expensive market (France) through a less regulated and more affordable channel (Morocco).
By understanding and leveraging the shared languages across different markets, iGaming businesses can identify Tier-2 markets with the potential to effectively reach Tier-1 audiences. This strategy offers a cost-effective way to expand reach and influence, particularly in linguistically connected regions.
Quick Tips for Choosing the Right Influencers to Bridge Geo-Cultural Gaps
- Universal Content: Pick influencers who create content that appeals globally, not just locally. Look for themes or stories that resonate across borders.
- European Collaborations: Favor influencers who have teamed up with European influencers, indicating their ability to connect with diverse audiences.
- Brand Partnerships: Choose influencers experienced in working with well-known brands or competitors, showing their capability to handle professional and broad-reaching collaborations.
- Language Skills: Opt for influencers fluent in multiple languages or those who use a widely understood language like English to widen their audience reach.
- Cultural Sensitivity: Ensure the influencers are culturally aware and inclusive, key for appealing to and respecting diverse audiences.
- Diverse Audience Base: Check if their followers are globally distributed, suggesting a wider appeal beyond their immediate region.
- Consistent Quality: High-quality, aesthetically pleasing content often transcends cultural boundaries, making it appealing to a wider audience.
Crafting Geo-Targeted Content
When presenting your iGaming service or product – globally or not, for Tier-1 or Tier-2 countries – you have to do it with taste, making sure the quality of the presentation is high. Also it’s crucial to adapt and trust local expertise:
- Valuing Influencer Insights: Embrace the knowledge of local influencers. If they have already established a Tier-1 audience, it’s a sign they know what works. Trust their recommendations to tailor your product’s presentation effectively in their region.
- Leveraging Language for Broader Reach: If your brand is available in French, capitalize on this. You can target all French-speaking countries, leveraging the common language to connect with a diverse but linguistically unified audience. This approach broadens your reach while maintaining message consistency.
Measuring Success
KPIs (Key Performance Indicators) are crucial in influencer marketing as they provide insights into campaign performance, including audience engagement, brand awareness, website traffic, lead generation, sales, and ROI. Setting and measuring KPIs are essential for understanding the success of influencer marketing campaigns and making data-driven decisions. You have to select KPIs based on specific campaign goals (e.g., brand awareness, traffic, sales). Focus on a few critical KPIs that reflect your objectives for clarity and effectiveness.
Key Aspects of Influencer Marketing KPIs
- Engagement Metrics: Includes likes, shares, comments, saves, and mentions. High engagement indicates effective content.
- Audience Growth: Tracks increase in brand’s social media followers or subscribers post-campaign.
- Website Traffic: Monitors visitors directed to your site through campaigns, with metrics like new users, session counts, and referral traffic.
- Lead Generation and Conversion Rates: Measures potential customers acquired and the percentage of leads completing a purchase.
- CPA: The cost of acquiring a new customer through influencer-led campaigns.
- ROI: Calculates profitability, comparing campaign costs against revenue generated.
When measuring influencer marketing KPIs:
- Utilize social media analytics for engagement metrics.
- Google Analytics helps track website traffic and user behavior.
- Use affiliate links, promo codes, and UTM parameters for sales tracking.
- Compare current campaign data with historical data to assess impact.
Effectively setting and measuring KPIs is vital for the success of influencer marketing campaigns. These metrics help align strategies with business goals, optimize efforts, and maximize ROI. For expert assistance, the Famesters influencer marketing agency offers comprehensive support: we calculate the sales funnel for our clients up to the first-time deposit (FTD), go from strategy development to KPI measurement.
Author: Anna Zhukova, Team Lead (iGaming) at Famesters
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Emerging-markets leader expands its content offering with new games from emerging force
QTech Games, the leading game aggregator for emerging markets, has continued to build the strong momentum in its premium pipeline, thanks to its latest deal with rising-star, GameBeat, a slots supplier known for its cinematic games.
Integrating an exceptional portfolio from one of the most visually stunning and highly detailed digital slots providers adds yet more creative muscle to QTech Games’ burgeoning platform, which is taking the widest range of online games to emerging territories, with established names sitting alongside the industry’s most exciting up-and-coming providers.
The games made available to QTech partners via the deal are comprised of popular hits and recent releases, including Clint Westwild, Spin 4 Dead 2: Zombietown, Fortune of Flint, Scandipigs, Buffalo Golden Canyon, and Lucky Wildano – all of which ride on the back of unique maths modelling that varies the volatility spectrum, helping to create some truly engaging gameplay.
The deal organically broadens GameBeat’s international footprint, unlocking untapped jurisdictions for diversified growth from Asia to Africa, and Latin America to Eastern Europe, including Serbia, where GameBeat is based.
Philip Doftvik, QTech Games’ CEO, said: “We’re committed to rolling out first-class content that drives revenue for our partners. So, this deal with GameBeat extends our impressive sequential pipeline – and we’ve so much more to come in 2026!.”
Sofiya Balakina, Business Development Manager of GameBeat, added: “At GameBeat, we’re committed to perfectionism — from the graphics and sound effects to the gameplay mechanics and features. That’s what keeps our players coming back for more. By combining creativity and technology to craft unique, engaging online slots with distinctive graphics and features, we raise the bar for a premium gaming experience.
“Consequently, collaborating with QTech represents a fantastic opportunity to strengthen our product distribution across emerging territories and introduce our great games to a range of top-tier partners.”
The post QTech Games steps up the tempo with GameBeat appeared first on European Gaming Industry News.
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The iconic gang of treasure-hunting misfits are back for their biggest adventure yet in Blueprint Gaming’s The Goonies
Quest for Treasure 2, with a revamped trail offering enriched modifiers and a choice of two bonus games among several enhancements to the player-favourite series.
The studio’s headline November release is the latest addition to its Goonies portfolio, which stands as one of the company’s strongest game franchises globally. In the UK, seven Goonies releases sit within Blueprint’s top 100 ranked games, with at least one Goonies title sitting inside its top 10 across 70% of its leading international markets, including Canada and Italy.
The previous Goonies release, The Goonies Megaways Quest for Treasure Jackpot King, remains Blueprint’s top-performing title since its launch back in May 2025, underlining the demand for the series amongst operators’ player bases worldwide.
Unlike its predecessor, the One-Eyed Willy treasure chests are immediately unlocked when gameplay begins, boosting the chance of securing entry to the bonus game.
Landing one or two red, blue or green chest-themed bonus symbols can randomly unlock Treasure Spins, while landing three guarantees entry, with each chest possessing a different modifier.
Base play also benefits from the possibility of unlocking modifiers, with the iconic Sloth able to randomly appear on the reels, granting anything from Hidden Treasure, Bonus Boost, Dynamite Blast, Cave In or Collect Boost.
Collect symbols that land during the main game also move the Inferno along the revamped trail that sits above the reels. A host of hidden features await, including the new X-Collect and the introduction of Power Play, which transforms the reels to only contain cash symbols, collects and bonus scatter symbols.
Also featured during the trail is the One-Eyed Willy Spins. Once unlocked, landing three bonus scatter symbols sees players benefit from a choice of two bonus game options, with One-Eyed Willy Spins working similarly to Treasure Spins, but instead of an increasing multiplier for collects gathered during the round, a progressive amount of cash prizes is added to the reels.
The Goonies Quest for Treasure 2 marks the latest release from Blueprint Gaming’s jam-packed Q4 schedule, underlining the studio’s ability to transform cinema into engaging slot brands.
Jo Purvis, Director of Marketing, PR and Events at Blueprint Gaming, said: “The Goonies franchise continues to be one of our most beloved and recognisable series, and Quest for Treasure 2 elevates everything players enjoy about it.
“With enriched modifiers, an expanded trail and dual bonus options, we’ve packed this release with action-filled moments that capture the magic of the original film while pushing gameplay forward. We’re thrilled to bring players another epic adventure with the gang as we close out a landmark year for Blueprint.”
The post Trail enhancements and dual bonuses lead Blueprint’s Goonies™ Quest for Treasure 2 appeared first on European Gaming Industry News.
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Celebrate the festive season with 64 Presents Hold and Win from Booming Games, a jolly-packed slot filled with golden gifts, thrilling features and big win potential!
Land five or more value symbols to trigger the Santa’s Gift Hold & Win feature, where the grid expands and payouts snowball with every spin. When a Santa’s Gift symbol appears, it can randomly trigger either the BOOST feature, multiplying gift values by up to 5x, or the Grid Expand, unlocking more space and extra symbols for even bigger wins. Hit MINI, MINOR, MAJOR or the dazzling MEGA 1000x Prize Pot as you unwrap festive surprises!
The base game brings even more cheer with Frosty Respins, which lock winning symbols in place and respin the rest, giving you a chance to improve your combo. Look out for snowball multipliers that enhance your total win with each successful respin. Activate the Jingle Bet to increase your chances of triggering Santa’s Gift and other bonus features. Spin the reels, collect your gifts and let the Xmas magic deliver your next big win!
Play 64 Presents Hold and Win now!
Craig Asling, Director of Games at Booming Games, said: “64 Presents Hold and Win is all about the magic of the holidays, the joy, the surprises, and the rush of unwrapping something extraordinary with every spin. From Frosty Respins to the expanding grids and the ultimate MEGA Prize Pot, we’ve created a festive experience players won’t forget”.
The post Unwrap Festive Wins with 64 Presents Hold and Win from Booming Games! appeared first on European Gaming Industry News.
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