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The Pros and Cons of Influencer Marketing for Betting Platforms During Major Sports Events

Published

2 years ago

July 3, 2024

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Reading Time: 4 minutes

The online sports betting industry is skyrocketing: according to Statista, the market revenue is predicted to reach approximately $46B in 2024, and grow up to $65.68B by 2029. This growth is driven by numerous factors, including accessibility and convenience of betting from home; shift in consumers preferences; emerging trends and technologies; female users growth; and more.

The availability of a wide range of sports events and the ease of placing bets with just a few clicks attract increasing numbers of people seeking excitement and wins. And it is obvious that major events like the UEFA Euro, Copa America, the Super Bowl, and the Olympics represent golden opportunities for betting platforms to engage with their audiences and boost deposits. These events capture the attention of millions of fans worldwide, and create a fertile ground for marketing strategies that can drive user engagement and boost platform activity. One such strategy that has gained significant traction in recent years is influencer marketing.

Influencer marketing has proven to be a powerful tool across various industries, and its impact on the betting sector is no different. 89% of marketers admit that the ROI from influencer marketing is comparable to or better than other marketing channels. By leveraging the reach and credibility of influencers, betting platforms can tap into their followers’ enthusiasm and encourage participation in betting activities.

Most betting platforms prefer to invest in influencer marketing during major sports events. However, while the benefits are significant, there are also challenges that must be navigated. In this article, Pavel Beinia, CEO & Founder of Famesters, will delve into the pros and cons of this approach, providing insights and strategies for betting platforms to maximize their marketing efforts.

The pros of influencer marketing for betting platforms

Engaged audience eager to bet.

Major sports events generate an immense amount of excitement and engagement among sports fans. This heightened interest creates an opportunity for betting platforms to capitalize on the attention. Influencers, with their dedicated follower base, can amplify this excitement by sharing their own enthusiasm for the events, thereby encouraging their followers to engage in betting activities. 72% of consumers trust influencers’ opinions as much as their own friends’. When influencers discuss upcoming matches, share their predictions, or highlight special bets, it resonates with their audience, making them more likely to participate.

User acquisition.

Influencer marketing can extend the reach of betting platforms beyond their typical audience. During major sports events, even individuals who do not regularly engage in betting might be tempted to place a wager. Influencers can appeal to these casual fans by framing betting as an integral part of enjoying the event. For example, an influencer might say, “Everyone’s placing bets on the Euro – it’s part of the fun!” This approach can draw in new users who might not have considered betting before, broadening the platform’s user base.

Enhanced user attraction mechanisms.

Betting platforms can leverage influencer partnerships to promote special bonuses and other promotions tied to major sports events. For instance, a platform might offer a limited-time promotion where deposits are doubled if users enter a specific promo code shared by the influencer. However, the bonus program can be enhanced further – for instance, “only for this match”, or “if you register today before midnight, you will receive not only the standard $200 deposit bonus, but also 50 free spins”. Additionally, influencers can create excitement around merchandise giveaways or exclusive event-related contests. These tactics enhance user attraction mechanisms and not only encourage to place bets but also create a sense of urgency that prompts users to act quickly to take advantage of the offers.

The cons of influencer marketing for betting platforms

High demand for top influencers.

One of the significant challenges of influencer marketing during major sports events is the high demand for top influencers. Influencers with large followings and strong engagement rates are often booked months in advance. This means that betting platforms planning their campaigns close to the event dates may find it difficult to secure these high-profile influencers. As a result, they might have to settle for less popular influencers who may not deliver the desired results. Moreover, last-minute planning increases the risk of relying on influencers who have suddenly become available due to cancellations, potentially compromising the quality and consistency of the campaign.

Start planning and reaching out to influencers several months before the event. This will increase the chances of securing top influencers at more reasonable rates.

Saturation of advertising content.

Many betting brands are taking advantage of increased audience attention during sports events and buy lots of influencer integrations. This leads to a saturation of advertising content, with numerous brands competing for the same audience. When multiple betting platforms launch similar campaigns, the audience may experience ad fatigue. This leads to decreased effectiveness of brands’ marketing efforts: ad fatigue can lead to a 30% decrease in engagement rates. This is why it is crucial for betting platforms to differentiate their campaigns and constantly vary the advertising content and messaging.

Avoid repetitive and intrusive advertising by diversifying content. Incorporate behind-the-scenes footage, live interactions, and unique storytelling to keep the audience engaged.

Increased rates from influencers.

The high demand for influencers during major sports events often results in increased rates. Influencers are aware that brands are competing for their endorsement and can therefore command higher fees for their services. For betting platforms, this means a higher marketing budget to secure the right influencers.

Select influencers in advance and negotiate long-term contracts that include multiple posts leading up to and during the event. By locking in agreements early, platforms can avoid last-minute price surges and ensure a more stable and predictable budget.

Conclusion

Influencer marketing is a potent strategy for betting platforms, especially during major sports events when audience engagement is at its peak. While influencer marketing during major sports events presents both opportunities and challenges, strategic planning and execution can lead to significant rewards. Betting platforms that effectively leverage the power of influencers will find themselves well-positioned to engage their audience, attract new users, and drive successful campaigns.

As you prepare for the next major sports event, consider how you can integrate influencer marketing into your strategy. Plan early, be creative, and form strategic partnerships to maximize your campaign’s impact.

Pavel Beinia, CEO & Founder of Famesters influencer marketing agency

The post The Pros and Cons of Influencer Marketing for Betting Platforms During Major Sports Events appeared first on European Gaming Industry News.

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Spinomenal Welcomes Majestic Joker into Its Classics Series

Published

8 minutes ago

February 2, 2026

Wladimir P.

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Spinomenal, a top iGaming content provider, has introduced Majestic Joker within its renowned Spinomenal Classics series.

Majestic Joker draws influence from the elegance of a traditional casino setting, infused with a fun, contemporary twist. Against a vibrant, dramatic setting of red and gold, Spinomenal’s newest launch features traditional fruit symbols like grapes, lemons, cherries, and watermelons.

An upbeat, dynamic soundtrack enhances the experience, elevating the gameplay and making players sense that each spin is crucial to the performance. The impressive Joker emblem signifies the Wild and can substitute for any symbol except for Double symbols, Free Spins, and Bonus symbols. Five Wilds appearing on a winning line reward players with x200.

Players who hit three Free Spins icons will activate the Free Spins feature. Prior to accessing the feature, players need to spin the Wheel of Fortune to find out the number of free spins they receive – between 10 and 40 – and the symbol that will double during the round.

A golden Star emblem signifies the Bonus feature, where three Stars activate the Bonus game. Players start with three spins, aiming to fill the meter by gathering dispersed winning symbols. For every five collected symbols, one cell in the metre is filled. Obtaining a +1 symbol grants an additional spin, and after the spins conclude, the ultimate payout is based on the highest filled meter cell.

Majestic Joker includes the Stacked Wilds feature, allowing Wild symbols to show up on the reels while spinning to boost winning opportunities. Throughout the base game, only Double Symbols can be triggered, converting all visible symbols into their double versions.

Spinomenal CO-CEO, Omer Henya commented: “Majestic Joker encapsulates everything that players love about classic slots experiences, reimagined with a modern touch and proven mechanics. Our newest addition to our Classics series is a modern tribute to classic slot entertainment.”

The post Spinomenal Welcomes Majestic Joker into Its Classics Series appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

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Thunderkick Unveils Pan’s Arcadia, a Utopian Wilderness

Published

8 minutes ago

February 2, 2026

Wladimir P.

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Independent slots developer Thunderkick has infused the age-old concept of harmony into Pan’s Arcadia, where the deity of nature combines a serene environment with a Sticky Respins feature and a complex progressive bonus game.

Pan is surrounded by elemental nymphs on the 6×3 grid, set against a picturesque background filled with wildlife. The core game is enhanced by the Sticky Respin feature, which can be triggered on any winning spin, fixing symbols in position and re-spinning the other icons to prolong the gameplay.

Landing three magical scatters activates the bonus round, in which three dice are cast to grant up to 18 free spins. During the feature, more scatters are gathered, and every third one provides three extra spins. These sets propel advancement through the bonus stages, as finished groups of three dice have their values multiplied and summed to the Cube collection meter.

The initial four levels, activated by gathering 36 to 179 Cube points, turn the different nymphs into wilds for the rest of the round. Level five, achieved with 180 points, eliminates all mid-value symbols and brings in the valuable Dark Pandora symbol. At this point, the Sticky Respin feature stays active, and one wild is added to the grid prior to each spin.

The conclusion is unveiled with 216 points, changing Dark Pandora into the mighty Pandora of Light, which features solely Pan symbols and wilds. Every spin features a 2×2 wild positioned on reels three and four, with each filled spot applying a 2x multiplier to wins that intersect. In this feature, Sticky Respins keep symbols fixed in position regardless of winning, allowing for a maximum win potential of 4,320x.

Pan’s Arcadia reflects Thunderkick’s ongoing commitment to crafting immersive game worlds, combining premium production with thoughtfully layered feature sets designed to maximise replay value and deliver operators sustained commercial impact.

Viktor Johansson, Slot Game Creator at Thunderkick, said: “Patience and progression sit at the heart of Pan’s Arcadia. It is a journey designed to evolve over time, where each step forward feels meaningful and persistence levels up potential.

“Arcadia represents a utopic vision, a balance between nature and spirit, and it was essential for that tone to carry through the entire game. The art team has created a serene world, which, when paired with the depth of the bonus game, delivers a cohesive and engaging experience.”

The post Thunderkick Unveils Pan’s Arcadia, a Utopian Wilderness appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

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Meridianbet Completes Fairbet Acquisition, Expanding Malta Retail Gaming Network Under Golden Matrix Group

Published

2 days ago

January 30, 2026

Wladimir P.

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Meridianbet, a leading global sports betting and gaming operator and a subsidiary of Golden Matrix Group Inc. (NASDAQ: GMGI), has completed the acquisition of Fairbet Ltd., a licensed retail gaming operator in Malta.

The transaction significantly expands Meridianbet’s physical retail footprint in one of Europe’s most tightly regulated gaming jurisdictions.

Fairbet operates under Malta Gaming Authority (MGA) license B2C/195/2011, and the acquisition grants Meridianbet 100% ownership of Fairbet’s retail operations across Malta and Gozo, the archipelago’s second-largest island. The deal expands Meridianbet’s presence beyond its existing locations and further consolidates its position within the Maltese retail gaming market.

As part of the transaction, nine additional retail locations will be integrated into the Meridianbet network, increasing the company’s total number of storefronts in Malta to 20. The enlarged retail estate is expected to operate more than 60 sports betting terminals and over 120 slot machines, significantly boosting Meridianbet’s land-based gaming capacity.

The companies’ previous technology partnership will now transition into full operational integration, with Meridianbet assuming complete operational control of Fairbet’s retail network. All locations will be rebranded under the Meridianbet name, ensuring unified technology, compliance, and customer experience across the portfolio.

Malta’s retail gaming sector is governed by one of the most restrictive regulatory frameworks in Europe, with only three licensed operators permitted to operate retail betting locations: Meridianbet, Izibet (the National Lottery operator), and Fairbet. With Fairbet now wholly owned by Meridianbet, the company effectively controls two of the three retail gaming licenses in the jurisdiction.

The Malta Gaming Authority (MGA) enforces strict licensing criteria, substantial capital requirements, and rigorous compliance standards that create significant barriers to market entry. These conditions limit competition and create long-term scarcity value for licensed operators that meet the regulatory threshold.

“Completing the acquisition of Fairbet strengthens our position in a market where regulatory barriers create inherent scarcity value,” said Zoran Milosevic, CEO of Meridianbet. “This transaction allows us to expand our retail infrastructure in Malta, while our technology now supports the majority of licensed retail gaming in the country. It reflects our disciplined M&A strategy, targeting high-barrier markets where limited licensing creates durable competitive advantages.”

The Fairbet acquisition aligns with Meridianbet’s broader growth strategy, which combines organic expansion with selective mergers and acquisitions in jurisdictions where regulation encourages consolidation. Malta has been a core operational hub for Meridianbet since 2008, with the company ranking among the country’s originally licensed gaming operators during the early development of the MGA framework.

Malta’s gaming industry benefits from a regulatory regime widely regarded as one of Europe’s most credible. The MGA’s oversight framework emphasizes investor protection, technical compliance, and financial stability, positioning Malta-licensed operators for trust and recognition across international markets.

Meridianbet’s expanded retail footprint across Malta and Gozo enhances its ability to serve both local customers and the island nation’s strong tourism sector. According to Malta’s National Statistics Office, tourist arrivals exceeded three million visitors in 2024, reinforcing the strategic value of a broad, well-positioned retail gaming network

The post Meridianbet Completes Fairbet Acquisition, Expanding Malta Retail Gaming Network Under Golden Matrix Group appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.