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Building Brand Identity and Influencer Partnerships: How operators can work with micro- influencers to help establish their brand identity
Having a clear brand identity is becoming increasingly essential for sportsbetting companies. In a competitive marketplace, having a brand that is clearly defined and that knows its audience can help you stand out from broader sports books that fail to distinguish themselves.
A key element of building a brand identity is choosing the right people to work with. There is a rush from operators to snap up celebrity endorsements, often with little to no consideration for what it says about their brand. This is where micro-influencers can help.
Micro-influencers are experts at creating a brand identity. They have to build a carefully curated image and brand to connect with their audiences. Authenticity is key to everything that they do, and this helps them create the communities that, in turn, propel them to success.
Where a lot of sportsbooks go wrong is that they approach big influencers that do not align with their brand. Posting an ad to 100,000 people is great, but if only 2,000 are those who are interested in the sport or team you are promoting, then it is just a misuse of advertising resources. This is where micro-influencers become a much smarter and more cost-effective option. They might have 10,000 followers, but all 10,000 of them follow them for a specific reason, and that is often to do with sports.
For example, if a brand is operating in Ohio, it can be matched up with a micro-influencer that is based in the area that has a direct link to the Cincinnati Reds or the Cleveland Browns. This is much more effective than using a big influencer just because they have more followers, it provides operators with a direct line to the people that they want to attract. Ultimately, the number of followers is not as important as the demographic and quality of the followers.
Authenticity also has a direct influence on conversion and retention rates and that is why it is essential to match the right brands with the right influencers. Long-time followers of a micro-influencer will spot a disingenuous ad straight away, as such, we must ensure that micro-influencers are matched with sportsbooks that fit their demographic and values. SGG Media works with over 1,450 micro-influencers, and between them, we can find an influencer for every major and minor sports team and sport you can think of.
Creativity and engagement are also essential in that respect. Putting faith in influencers to be creative with their ads will reap rewards in the long term. They know their audience much more than the sportsbook does, and they understand what type of content they want to see. The most successful campaigns are the ones that provide value to the influencer’s audience and content. It merges into their content instead of feeling like it has been curated specifically to sell a product. A synergy between an influencer and an operator is very palpable, and a genuine endorsement from a micro-influencer is much more effective than an aimless ad when someone is scrolling through their feeds.
On that point, engagement should also be a focus. Audiences do not want to just feel as though everything they see from a sportsbook is an ad. Influencers should engage with their followers and make the content involving. This not only fosters loyalty and shows audiences that the endorsement is genuine, but it can also be a great way of managing communities and generating more followers, which, in turn, is beneficial for everyone involved.
If you are considering using micro-influencers for your advertising, then you need to make sure that you are working with the correct one for your brand. Using the correct social media influencer can be hugely beneficial to all involved and can help operators get the exact kind of audience they are looking for. It supplies operators with a direct link to their target demographic, ensuring a better ROI and better customer retention rates.
Author: Troy Paul – Co-Founder and CEO at SGG Media
Reading Time: 4 minutes
Here are this weeks latest slots releases compiled by European Gaming
Evoplay, the award-winning game development studio, has launched Diamond Hustle, a fast-paced 3×3 slot built for players who crave energy, clarity and explosive features. Set in a neon-drenched underworld where diamonds are currency and every move counts, Diamond Hustle strips back the clutter and brings the action front and centre.
SlotMatrix introduces Circle of Sylvan, a spellbinding new slot where enchanted forests, glowing coins, and powerful jackpots fuse to create fun and exciting potential wins. Deep in the heart of the Sylvan realm lies hidden treasure, guarded by ancient trees and shimmering coins. Players are invited to channel magical energy into the Golden Circle, nourishing the mystical Golden Tree and growing the value of five dynamic Jackpots.
Amusnet presents 100 Extra Crown Buy Bonus, a majestic slot adventure overflowing with dazzling features and thrilling rewards. This 6-reel slot with 100 fixed paylines transports you into a kingdom of elegance and endless opportunities. Each spin feels like a masterpiece, where hidden treasures await daring players.
Inspired Entertainment, Inc., is thrilled to announce the launch of Halloween Golden Winner
, the latest addition to its popular Golden Winner franchise. Just in time for the Halloween season, this exciting new release brings a spooky twist to a fan favourite classic, now available in the B3/LBO and Category C markets.
Welcome to Nip Tuck, the boldest budget cosmetic shop in the world. Sneaky’s first release will rearrange faces in the most wacky and unimaginable way ever. Nip Tuck is the first of 4 releases that Sneaky have planned for 2025, these being Freak Show Revelation, Gopnik and one more which is still lurking in the shadows!
CryptoSlots, a premier online crypto casino, launches its electrifying two-payline Mega Matrix slot, The Line x2. This vibrant sequel builds upon the sleek, minimalist foundation of its popular predecessor, The Line, by adding a second payline and supercharging play with new bonus features.
Just Slots is diving into new territory with its latest slot release, Fish Mafia, an immersive underwater crime adventure. With a network launch on 2 October 2025, Fish Mafia transports players beneath the waves to a city built by fish and sea creatures under mafia rule.
Lottomart has announced the exclusive UK release of Blueprint Gaming’s latest slot, Big Cat Gold. Available only at Lottomart, this thrilling title takes players deep into the savannah, where the fiercest predators roam and golden prizes await.
Stakelogic is cranking up the chaos with the release of Runner Runner ClusterBreaker, an explosive slot that rewrites the rulebook on cluster mechanics with its groundbreaking ClusterBreaker feature. Played on a 5×3 grid, wins are triggered when five or more identical symbols form a cluster anywhere on the reels.
Step into a world of riches and luck with Greedy for Gold Power Hit, the ultimate slot adventure where fortune favours the bold! Join our two greedy leprechaun characters – Finn & Fergus – as they scheme, spin and stash away mountains of gold in their never-ending quest for riches. The game offers up to an incredible 1,944 ways to win.
Award-winning TaDa Gaming is going all out with hell fire gaming fun in Devil Fire Twins. The cute little Devil Wild from Devil Fire and Devil Fire 2 is joined by his twin in the latest release from the innovative content provider. Three rows, five reels and a 40 fixed paylines’ grid is enhanced by two special positions in the centre of reels two and four.
Blueprint Gaming is reeling players back in with the launch of Fishin’ Frenzy Even Bigger Fish 3 Megaways Rapid Fire Jackpots, the next big catch in the industry’s most successful fishing-themed slot series. At the heart of the action is the Money Collect feature.
Amusnet has announced the release of the latest addition to its Art of Gold series – 40 Art of Gold 6 Reels Dice Edition. Amusnet’s this latest Online Casino portfolio addition is a dazzling slot game that fuses artistic elegance with the thrill of classic dice play. This 6-reel slot with 40 fixed paylines invites players into a golden world of fortune and creativity.
Gaming Corps invites players into the golden sands of Egypt, where two of mythology’s most powerful deities face off in a battle for legendary rewards. In Anubis vs Horus: Twin Titans, Gaming Corps pits the jackal-headed guardian of the underworld against the falcon-eyed god of the sky; each wielding unique Wild powers to boost prizes, trigger special features, and unlock the game’s most lucrative mode, Twin Titans Free Spins.
The post Week 39/2025 slot games releases appeared first on European Gaming Industry News.
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Digitain strengthens its regulated presence in Europe by obtaining Belgium’s E Category License.
Digitain, the leading iGaming solutions provider, has announced that it has been officially licensed to operate in Belgium, marking a significant milestone in the company’s ongoing European expansion. This achievement highlights Digitain’s commitment to compliance, innovation, and delivering trusted solutions to its global partners.
Belgium is a highly regulated jurisdiction with strict standards to ensure fair play and responsible gaming. Securing this license further strengthens Digitain’s reputation as a reliable and compliant technology provider, enabling it to offer its award-winning solutions fully aligned with local regulations.
Digitain remains committed to expanding its regulated market presence, fostering partner success, and upholding the highest standards of compliance and data protection.
The post Digitain Expands into Belgium with Regulatory License Approval appeared first on European Gaming Industry News.
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The SYNOT Group will continue its cooperation with the BERANI ZLÍN hockey club as its main partner in the upcoming season. This builds on last year’s partnership, which became an important driver for the further development of hockey in Zlín.
The continued support from SYNOT is a clear signal that investment in sports remains one of the company’s priorities. Ice hockey is perceived as an essential part of community life, bringing joy to fans of all generations and inspiring young athletes to spend their free time actively.
The partnership will once again be reflected in the visibility of the SYNOT brand – from players’ jerseys to the ice rink and other club materials.
As one of the traditional names in Czech sports, the Zlín hockey club holds a special place in the country’s sporting landscape.
The post SYNOT Once Again the Main Partner of the Berani Zlín Hockey Team appeared first on European Gaming Industry News.
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