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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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Casino Guru Academy has officially crossed the 5,000-user mark, which clearly demonstrates a growing interest in accessible and meaningful education for iGaming professionals.
As an extension of Casino Guru, the world’s biggest source of information about online casinos and player advocacy, the Academy offers free practical courses that help raise as well as improve iGaming industry standards.
Five thousand users who joined Casino Guru Academy demonstrate how useful education can be, particularly when produced in partnership with industry experts. Courses that the Academy provides focus on real-world tools and skills required in customer support, anti-money laundering, affiliate management, safer gambling, and more.
“The fact that we now have over 5,000 users is a huge success for us, as it shows how many people value this kind of learning. Having companies use our courses for onboarding is one of the key reasons we have reached this milestone. It proves there’s genuine demand for our work and supports the impact we aim to create,” said Šimon Vincze, Sustainable & Safer Gambling Lead and the person behind the Casino Guru Academy.
This accomplishment follows the Academy’s first-ever appearance at SiGMA Malta in September 2025, when the team behind the Academy introduced its mission to a larger audience. The event exceeded all expectations and was a key step toward developing direct connections with its audience.
Additionally, Casino Guru Academy has introduced an upgraded version of its website to make course navigation easier, increase accessibility, and provide a more engaging experience. The new layout also creates a path for future development as the Academy broadens its course library.
With that said, a new course on responses to self-harm and suicide threats is in the works and should be released by the end of the year. It’s intended for customer support agents and responsible gambling representatives to recognize players in distress, respond to potential self-harm threats, and take action.
With the 5,000-user milestone achieved and new design improvements completed, the Casino Guru Academy continues to grow, making a positive impact on the iGaming community.
The post Casino Guru Academy hits 5,000-user milestone appeared first on European Gaming Industry News.
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DigiPlus Interactive Corp. (DigiPlus), the pioneer and leading digital entertainment provider behind BingoPlus, ArenaPlus and GameZone, announced a strategic partnership with Pay&Go, one of the leading providers of self-service payment kiosks, to expand secure and convenient wallet-loading options for its players.
Through this new payments partnership, DigiPlus and Pay&Go, the self-service payment kiosks operated by BTI Payment Philippines, a subsidiary of Australia-based Banktech, will enable users to fund their e-wallets with utmost ease by way of its growing network of 3500 self-service kiosks. With a cash-out feature also being eyed early next year, this collaboration kicks off with BingoPlus and will expand soon to ArenaPlus and GameZone.
“Our commitment at DigiPlus has always been to deliver digital entertainment that is engaging, trustworthy, and service-oriented. Achieving that requires strong partnerships with organizations that share our commitment to customer trust and service excellence. This partnership with Pay&Go is grounded in innovation, accessibility, and a shared mission to serve more Filipinos through secure and convenient payment touchpoints. This means more access, more convenience, and more ways for our community to enjoy the DigiPlus experience wherever they are,” said Jasper Vicencio, President of AB Leisure Exponent Inc. and Total Gamezone Xtreme Inc.
Formally signed on November 26, this partnership agreement was led by Vicencio together with Danilo Ibarra, CEO of BTI Payments Philippines and its COO Mariel Medina, pairing the former’s growing digital ecosystem with the latter’s operational expertise.
“We are excited to support DigiPlus with Pay&Go’s nationwide footprint. Together, we’re making trusted payment access available to more BingoPlus players across the country and soon with ArenaPlus and GameZone. DigiPlus sets a high bar on player trust and Pay&Go is determined to meet it,” said Ibarra.
DigiPlus partners only with payment channels certified by the Bangko Sentral ng Pilipinas in accordance with the requirements set by the Philippine Amusement and Gaming Corporation (PAGCOR). In partnering with BTI Payments, a certified Operator for Payment System (OPS) and Independent ATM Deployer (IAD) whose breadth of experience spans for over 25 years, DigiPlus taps into decades of expertise in transaction processing and payment device management.
The Pay&Go payment kiosks partnership significantly expands DigiPlus’ comprehensive customer service and player support network. This existing network currently includes dedicated in-house 24/7 customer support, over 130 physical BingoPlus stores nationwide, over-the-counter payment channel options and a surety bond protecting player wallets. The expansion of these service touchpoints is a testament to DigiPlus’ ongoing commitment to providing safe, reliable and accessible digital entertainment to the Filipino market.
The post DigiPlus Partners with Pay&Go appeared first on European Gaming Industry News.
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Regulators of Austria, France, Germany, Great Britain, Italy, Portugal and Spain issued a joint institutional statement.
The fight against illegal online gambling is one of the paramount tasks facing regulated jurisdictions. Its borderless nature and the speed of technological innovation make it easier for illegal operators to evade regulatory oversight. This creates significant risks for consumer and public health protection, endanger public order and harms the activity of legitimate operators. In short, illegal online gambling undermines the entire regulatory framework designed to protect the public interest.
The statement reads: “We express our common concern regarding the increasing proliferation of advertising targeting our jurisdictions by unauthorised operators, particularly through digital channels such as social media, video platforms, and affiliate networks. These activities not only violate our national laws but also expose citizens — including minors and vulnerable individuals — to significant risks associated with illegal gambling.
“We wish to express our strong commitment to consumer protection, market integrity, and compliance with national and international regulations within the respective legal framework by:
• sharing information on illegal operators among us
• calling on digital platforms and social media networks to strengthen their control mechanisms to prevent the dissemination of advertising content from unauthorised operators
• reaffirming our commitment to share knowledge and better practices in identifying, investigating, and sanctioning operators acting outside the law.
This statement marks a renewed and united commitment by our jurisdictions to strengthen the integrity of the regulated gambling sector and to protect citizens from the risks posed by illegal gambling activities.”
The post Regulators Call for Stronger Measures Against Illegal Online Gambling appeared first on European Gaming Industry News.
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