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iGaming Influencer Marketing: Metrics That Matter – Measuring Your Campaign Success (bonus piece)
By harnessing the power of influencers, iGaming brands are not only expanding their reach but also forging stronger connections with their target audiences. The realm of iGaming, with its unique blend of entertainment, technology, and finance, presents a fertile ground for influencer collaborations, making it imperative for marketers to understand and navigate this landscape effectively.
If you missed the first two parts of this article series, you can find part one here, and part two here.
The crux of successful influencer marketing lies in its measurement – understanding which aspects are driving success and which need refinement. This is where Key Performance Indicators come into play. KPIs act as a compass, guiding marketers through the complexities of influencer campaigns and providing invaluable insights into their effectiveness.
But in the distinctive context of iGaming, what metrics matter the most? How can these metrics be accurately measured to ensure the best return on investment? In this article, Anna Zhukova, iGaming Team Lead at the Famesters influencer marketing agency, answers these critical questions – all the “whats” and “how tos”, – offering a comprehensive guide to mastering influencer marketing in the iGaming sphere.
Some Peculiarities of the iGaming Influencer Marketing Landscape
The iGaming industry, characterized by its online betting and gaming platforms, stands at the forefront of digital innovation and audience engagement. This sector is rapidly evolving and therefore demands marketing strategies that are not only creative and engaging but also compliant and adaptable to various market dynamics. Influencers in this space serve as vital conduits, bridging the gap between iGaming brands and their diverse audience.
However, leveraging influencer marketing in iGaming is not without its challenges. The industry operates under stringent regulatory frameworks, making compliance a paramount consideration. Additionally, the iGaming audience is diverse and dynamic, necessitating a deep understanding of market variability and player preferences. These challenges call for a strategic approach to influencer marketing, one that aligns with both the brand’s objectives and regulatory standards.
Key Metrics for iGaming Influencer Marketing Campaigns
In the quest to measure the impact of influencer marketing in iGaming, several KPIs stand out:
- Conversion Rate: The cornerstone of performance measurement, the conversion rate reflects the effectiveness of influencer campaigns in prompting desired actions, such as signing up or placing bets. Tracking this metric involves analyzing the ratio of audience actions to total impressions.
- Cost Per Acquisition (CPA): This metric is critical in budgeting and understanding the cost-effectiveness of acquiring new players through influencer campaigns. CPA gives a clear picture of the investment required to gain each new customer, a vital consideration in managing marketing budgets and forecasting ROI.
- RevShare (Revenue Share): This is a payment model in influencer marketing that focuses on long-term gains rather than immediate payouts. It allows influencers to earn a percentage of the profit generated from each player they attract to the platform. This model evaluates not just the initial deposit made by the player but the continuous profit generated over time, making it a potentially lucrative arrangement for influencers. The main challenge is the delayed payment schedule, often spanning 3 to 6 months, making it less attractive for influencers who prefer immediate payouts. Additionally, while hybrid models combining CPA and RevShare exist, they are not commonly used with influencers due to the complexity in calculating metrics.
- Player Lifetime Value (LTV): Beyond immediate conversions, LTV offers insights into the long-term profitability of players acquired via influencer marketing. This metric is key to understanding the enduring value of marketing efforts, guiding strategic decisions for sustained growth.
- Engagement Rate: This metric gauges how well the influencer’s content resonates with the audience, measured through likes, comments, shares, and other forms of interaction. High engagement rates often signal strong audience interest and a potential increase in brand loyalty.
- Click-Through Rate (CTR): CTR measures the effectiveness of influencers in motivating their followers to take specific actions, like visiting a gaming site or engaging with a promotional offer. It’s a direct indicator of the influencer’s ability to drive immediate responses from their audience, which is crucial for time-sensitive promotions or launches in the iGaming industry.
- Brand Sentiment and Awareness: This involves analyzing how the audience perceives the iGaming brand and the extent of its reach. Positive sentiment and increased awareness are key indicators of an influencer’s effectiveness in enhancing the brand’s reputation and appeal.
- Deposit and Retention Rates: Critical in the iGaming sector, these rates measure the number of new players making their first time deposits (FTD) and their continued engagement over time. High retention rates are indicative of successful influencer campaigns that attract and maintain loyal players.
- Return on Investment (ROI): This overarching metric evaluates the financial effectiveness of influencer campaigns by comparing the revenue generated to the cost incurred. A positive ROI signifies a successful campaign, offering insights for future marketing investments. By the way, it is ROI that influencer marketing specialists find the most difficult to evaluate, according to Famesters’ newest report:
- Player Engagement Metrics: Insights into how players interact with games and the platform are invaluable. Metrics like average session duration, frequency of play, and in-game purchases provide a deeper understanding of player engagement and preferences.
- Content Reach and Impressions: This measures the scope and spread of the influencer’s content across platforms. High reach and impressions indicate effective visibility and the influencer’s ability to introduce the brand to a wider audience.
By meticulously tracking these KPIs, iGaming brands can not only assess the immediate impact of their influencer marketing campaigns but also gain strategic insights for long-term player engagement and brand growth. This data-driven approach is essential in the highly competitive world of iGaming, ensuring that influencer marketing efforts are not just creative and compliant but also measurably effective.
Setting and Measuring Effective KPIs
In the high-stakes arena of iGaming, setting and measuring the right KPIs is akin to navigating a labyrinth; one wrong turn, and your marketing efforts could lead to a dead end. To ensure success, it’s imperative to adopt a goal-oriented approach and align your KPIs with your business objectives meticulously.
- Goal-Oriented Approach: Your journey starts with defining clear, SMART (Specific, Measurable, Achievable, Relevant, Time-Bound) objectives for your influencer marketing campaign. Do you wish to boost brand visibility, increase player acquisition, or enhance player retention? Setting specific goals provides a roadmap for your campaign and lays the groundwork for selecting the most pertinent KPIs.
- Aligning KPIs with Business Goals: The next step is to align your KPIs with these identified goals. If your aim is to increase player acquisition, focus on KPIs like Conversion Rate, CPA, and FTD. For enhancing player retention, metrics like LTV and Retention Rates become more relevant. Each KPI should act as a milestone, marking your progress towards your ultimate marketing objectives.
- Establishing Benchmarks: Finally, setting realistic targets for each KPI is crucial. What does success look like for your campaign? Is it a 20% increase in FTDs or a 30% boost in player engagement? Establishing these benchmarks not only helps in measuring campaign performance but also in evaluating the effectiveness of your influencer partnerships.
Analytical Tools and Techniques
The iGaming battlefield is rich with data, and navigating it requires an arsenal of sophisticated analytical tools and techniques. These tools not only provide the compass for measuring your KPIs but also offer insights that can pivot your strategy towards greater success.
- Advanced Analytics Tools: Specific influencer marketing platforms powered by AI, like the ones the Famesters agency uses, offer a treasure trove of data about player behaviors, campaign reach, and engagement levels. They can dissect your campaign performance into actionable insights, enabling you to make data-driven decisions. You can also use tools like Google Analytics, which are more basic.
- Utilizing Social Media and Web Analytics: Social media platforms come with their own analytics, offering a granular view of how content performs. Engagement rates, impressions, and audience demographics can be tracked, providing a clear picture of how influencer content resonates with the audience. Web analytics tools, on the other hand, shed light on the traffic that flows from influencer content to your iGaming platforms. They track metrics like session duration, bounce rate, and user pathways, painting a comprehensive picture of how influencer-driven traffic behaves once it lands on your site.
- Affiliate Links, Promo Codes, and UTM Parameters: These tools are the secret weapons in your arsenal for tracking sales and conversions. By embedding unique affiliate links and promo codes in influencer content, you can track each conversion back to its source, providing a clear view of the direct financial impact of your influencer marketing efforts. UTM parameters, when added to URLs shared by influencers, allow you to track campaign performance in Google Analytics meticulously. This data is invaluable in understanding which influencers are driving the most traffic and conversions, and which content resonates best with your audience.
- Employing Comparative Analysis Using Historical Data: One of the most effective strategies in assessing the success of your influencer marketing campaigns is to compare current campaign data with historical benchmarks. This comparative analysis helps identify trends, measure improvements, and understand the incremental impact of your influencer marketing efforts. By looking at how KPIs have shifted from past campaigns to present, you gain contextual insights that can inform future strategy adjustments and optimization efforts.
Challenges in KPI Measurement and Strategies to Overcome Them
There are no spheres with zero challenges, and, of course, iGaming influencer marketing and measuring its success also has some. Fortunately, there are ways to mitigate the risks.
- One of the most daunting challenges is the attribution of conversions across multiple marketing channels. The solution lies in employing sophisticated attribution models that can track the customer journey across different touchpoints. Utilizing tools like multi-channel funnels in Google Analytics can help in understanding how various channels contribute to conversions and in making more informed decisions about where to allocate marketing resources.
- Often, the impact of influencer marketing extends beyond direct sales; it affects brand perception, customer loyalty, and engagement levels. To quantify these aspects, employ sentiment analysis tools and social listening platforms. These tools can capture the nuances of customer interactions and feedback, providing insights into the brand’s health and audience perception.
- Discrepancies in data collection and analysis can lead to skewed results. Establish standardized procedures for data collection across all campaigns. Regular audits and cross-checks with influencers can also ensure data integrity and accuracy.
- The iGaming industry is bound by stringent regulatory and data privacy laws. Compliance should be a priority, and this involves working closely with legal teams to ensure all influencer marketing activities adhere to industry regulations and data protection laws.
Best Practices for Maximizing Campaign Success
The journey doesn’t end at launching an influencer campaign; it’s a continuous process of refinement and optimization. Here’s what you can do to ensure your influencer marketing campaign on the iGaming sector is a success.
- Regular Review and Adjustment of KPIs: Stay agile in your strategy by regularly reviewing and adjusting KPIs. This ensures your campaigns remain relevant and effective amidst the ever-changing market trends and consumer behaviors.
- Long-Term Player Value Over Immediate Gains: Shift the focus from short-term wins to long-term player value. Cultivate relationships with your audience through influencers, focusing on building trust and loyalty, which will pay dividends in the long run.
- Collaborative Strategies with Influencers: Forge strong partnerships with influencers. Their insights about audience preferences can be invaluable in shaping your campaign strategies. Collaborative efforts lead to more authentic and resonant marketing messages.
- A/B Testing for Optimizing Campaign Strategies: Don’t shy away from experimenting. Use A/B testing to try different approaches in your influencer campaigns to see what works best. This could be varying the content style, the platform, or even the type of influencer.
Bottom Line
Measuring the success of iGaming influencer marketing campaigns is an art that relies hard on analytics. The key takeaways include the importance of setting clear, goal-aligned KPIs, the need for sophisticated tools and methodologies to accurately measure these KPIs, and the significance of addressing the unique challenges in the iGaming sector. The journey of influencer marketing is one of continuous learning and adaptation, where each campaign offers new insights and opportunities for growth.
iGaming brands must embrace these insights, leveraging them to refine their influencer marketing strategies. It’s about striking the right balance between data-driven decision-making and creative marketing approaches. Regularly revisiting and fine-tuning KPIs, embracing the evolving digital landscape, and building strong, collaborative relationships with influencers are key to ensuring that your influencer marketing campaigns are not just successful but also set new benchmarks in the iGaming industry.
The success of influencer marketing in iGaming hinges on a deep understanding of both the metrics that matter and the ever-changing dynamics of the digital world. By staying informed, agile, and data-savvy, iGaming brands can harness the full potential of influencer marketing to captivate audiences, drive engagement, and achieve sustained growth in this competitive arena.
GR8 Tech has rolled out CRM Bonus Shop—a fully integrated player-facing feature designed to drive engagement, increase retention, and optimize bonus budgets through gamified rewards.
The Bonus Shop enables operators to offer various virtual and real rewards, including free spins, free bets, gamification items, even physical items, spins in Wheel of Fortune, and more, in exchange for custom-branded artificial currency. Players earn coins through behavioral triggers like deposits or email verification, then choose their preferred rewards from a personalized shop interface.
Built directly into GR8 Tech’s CRM, the Bonus Shop offers full back-office control, real-time player wallet tracking, and complete front-end customization to match any brand’s tone, style, and language.
Key Benefits of GR8 Tech’s Bonus Shop for Operators
- Enhanced Player Choice & Satisfaction: Players select rewards they actually want, increasing perceived value and engagement compared to traditional fixed bonuses.
- Cost-Effective Bonus Management: Artificial currency provides greater value to players while reducing operator costs compared to traditional cash bonuses.
- Behavioral Motivation: Automated currency distribution encourages specific player actions, improving key performance indicators.
- Strategic Flexibility: A/B testing capabilities enable operators to compare traditional bonuses against gamified approaches and optimize strategies across different markets.
“Personalization is at its core. By tailoring offers to custom player segments, we ensure every user sees and can purchase the bonuses they truly want, boosting engagement significantly,” said Kateryna Schevchenko, CRM Product Manager at GR8 Tech. “Additionally, the platform gives operators full control over the in-game economy by allowing them to set custom ‘prices’ for products using virtual currencies. This flexibility helps optimize retention costs, manage bonus budgets effectively, and maximize ROI.”
With advanced segmentation tools and engagement elements like gamification, GR8 Tech’s CRM transforms player interactions into engaging, value-driven experiences. The company’s approach has led to impressive results, including a 25% uplift in first-time deposits, an average 80% retention rate, and 75% monthly active users interacting with gamified tools. GR8 Tech’s CRM is a strategic asset for operators aiming to deliver highly personalized and performance-oriented player journeys.
GR8 Tech. Platform for Champions
GR8 Tech is an award-winning provider, delivering high-performance sportsbook and iGaming solutions that empower operators to lead and win in competitive markets. Key elements of GR8 Tech’s comprehensive portfolio include the Hyper Turnkey solution, ULTIM8 Sportsbook iFrame, Infinite Casino Aggregation, and Platform Acceler8 suite, featuring its proprietary affiliate management platform, Aff.Tech.
With a geo-specific approach to solutions, a focus on practical innovations, and an operator-first mindset, GR8 Tech helps its clients achieve measurable results in their target markets quickly and efficiently. Trusted by top operators worldwide, GR8 Tech has over 100 successful cases and earned multiple recognitions, including the title of the Best Sports Betting Provider in CEE by GamingTECH Awards 2025.
The post GR8 Tech Launches CRM Bonus Shop to Boost Player Engagement and Retention appeared first on European Gaming Industry News.
Interviews
Legends Charity Game: Rasmus Sojmark on Football Icons, Lisbon, and Raising €1 Million for Charity
On 15 September 2025, Lisbon will host the Legends Charity Game, a once-in-a-lifetime football match where Portugal’s greatest players face off against global legends—all to raise over €1 million for four life-changing charities. In this exclusive interview, Rasmus Sojmark, CEO & Founder of SBC, shares the inspiration, the star-studded lineups, and the powerful purpose driving this historic event.
Q: What is the Legends Charity Game?
RS: The Legends Charity Game is something we’ve been dreaming about for a long time, and now it’s finally happening.
On Monday, 15 September, right in the heart of Lisbon, a team of Portugal’s greatest football legends will step onto the pitch to take on a global lineup of football legends from across the world.
These legends are the players so many of us grew up watching, idols who shaped our love for the game, now coming together for a match that is about more than nostalgia. It’s about charity, and our goal is to raise over €1,000,000 for four incredible organisations: the Ukrainian Red Cross Society, which continues to support those affected by the war in Ukraine, the Portuguese Red Cross, International Alert, and Caritas Portugal, which all do vital work with vulnerable communities in Portugal and beyond.
The match will welcome 60,000 fans to the stadium, either Estádio da Luz or Estádio José Alvalade, depending on Champions League scheduling announced at the end of August, and will be broadcast to millions around the world.
The Legends Charity Game is how we have chosen to open SBC Summit 2025. With real heart and purpose. So if you are planning to be in Lisbon for the Summit, please make sure to arrive before this Monday evening charity event.
We’ve poured everything into making it special, not because we had to, but because we believe in it. The players believe in it too. It is going to be emotional and genuinely amazing, and we can’t wait to share it with everyone.
I could go on about this for hours, but here’s the short version. This is about celebrating football’s greats, uniting people through sport and charity, and raising money for those who need it most. I’m proud we’re making it happen.
Q: What inspired you to launch the Legends Charity Game?
RS: Football has been part of my identity since I was a kid. I played it from the age of 5, lived it, breathed it. Like so many kids of my generation, I grew up idolising the greats from the 80s, 90s, and early 2000s, whose names appeared on every magazine cover and match highlight.
I played on muddy pitches and even dreamed of a career in the sport. And in one way or another, I did build my career around it, didn’t I?
If you had told me as a kid, sitting in front of my screen for hours playing Championship Manager, picking the likes of Figo, Mendieta, Cafu, Zanetti, Hagi, Del Piero, and Schmeichel for my ultimate squad, that one day I would be organising a real-life legends match, I wouldn’t have believed it.
But that is exactly what has happened.
At SBC and Sport Global, we have always focused on creating unique experiences, not just numbers. It has always been about making people feel something, creating memories, and bringing value and joy. The Legends Charity Game is a natural evolution of that mission.
Over the years, we have welcomed famous footballers to our events in many different ways. Some have played in the SBC Football Championship, like Mendieta. Others have hosted our awards, like Ruud Gullit, Marcel Desailly and Clarence Seedorf. We have had keynote speakers like Figo, Baresi and Peter Schmeichel, and visits from Brazil legends Cafu and Ronaldinho. Blending football with business has always been part of the SBC story.
Now, we are taking it a step further.
This game means a lot to me. It brings together everything I’ve loved since I was a kid. Football, community, and creating something memorable with people who share that same passion. But more than anything, it’s about doing some good and giving back. With so much conflict and hardship in the world, it felt important to use everything we’ve built to support others. It’s a way to give back and hopefully, make a real difference.
Q: Tell us a bit more about the game. Which football legends are confirmed for Portugal?
RS: It still feels surreal seeing all these names on the same team sheet. The Portugal Legends include players like Luís Figo, Deco, Carvalho, Simão, Maniche, Fábio Coentrão, Vitor Baia, Nuno Gomes, Hélder Postiga, and many more who have given fans unforgettable moments over the years.
Portugal made perfect sense for this match. Over the last few decades, the country has produced some of the most ambitious, technical, and passionate players in the world. From the Euro 2016 win to this year’s comeback in the UEFA Nations League against Spain, and the star players in the PSG Champions League-winning side, they’ve built a footballing culture that consistently punches above its weight. Portuguese football is on fire, and it’s clear even just by looking at the number of top players in elite clubs.
We’ve been lucky enough to work closely with the FPF (Portuguese Football Federation) to bring some of these great players along, and it’s been amazing to feel the excitement building in Lisbon. Portugal will be co-hosting the World Cup in 2030, so this match also feels like a tribute to the road that brought them here and the legends who paved the way.
Many of the players taking part were part of that legendary Euro 2004 squad. They made it to the final, only to lose to Greece in one of the biggest upsets in football history.
By the way, Georgios Karagounis, who captained that victorious Greek side in 2004, will now be lining up for the World Legends team, facing off against many of the same Portuguese players he beat in that final. Quite poetic.
Q: What about the World Legends squad?
RS: As mentioned, Karagounis will be lining up for the World Legends team, and I have no doubt some of the Portuguese players will be itching for a little revenge after that Euro 2004 final. That kind of history adds so much depth to this game. It’s not just about who’s playing, it’s about the stories, the rivalries, the shared memories that come flooding back.
They’ll be managed by Peter Schmeichel, an absolute legend, with Diego Lugano serving as assistant manager. Lugano captained Uruguay to Copa América success in 2011 and, while a recent injury keeps him off the pitch, he’ll be bringing his defensive leadership.
In goal, we’ve got none other than Edwin van der Sar, the Dutch giant and Manchester United legend. Two more keepers are yet to be announced!
In defence, we have a line of some of the best defenders the game has ever seen. Let’s start with Cafu, who captained Brazil to World Cup glory in 2002 and was also part of their 1994 winning squad. Cafu is joined by Marco Materazzi, who won five Serie A league titles in a row, a Champions League, and, of course, the 2006 World Cup. Then we’ve got Argentina’s Javier Zanetti, France’s Christian Karembeu — all Champions League winners — and another United and Champions League winner, Patrice Evra. But the rock in defence will be none other than Barcelona one-club legend and Spain 2010 World Cup winner Carles Puyol.
In midfield, we have a historic European dream lineup. Karagounis will be joined by Slovakia’s Marek Hamšík (Mr. Mohawk himself), a Napoli icon and Slovak captain who led his country to their first-ever World Cup. There’s also Gaizka Mendieta, a good friend of mine, representing Spain. I’ve admired Mendieta as one of the best playmakers in the world, especially during those unforgettable Champions League finals with Valencia, which made him the most expensive player in the world when he was sold to Lazio.
From France, we have Youri Djorkaeff, a World Cup winner and now CEO of the FIFA Foundation. Romania will be represented by Gheorghe Hagi, a player who, for me, ranks among the greatest of all time. Representing Bulgaria, we have Krassimir Balakov, a national legend and former national team manager.
And then there’s Kaka. One of the greatest players of all time. He is one of the nine players in the world to win the World Cup, Champions League, and Ballon d’Or.
Up front, we have the legendary Henrik Larsson from Sweden, and rest assured, he will be bringing his finishing touch. He is joined by Argentina’s Javier Saviola, who many Benfica fans will remember fondly (and many Sporting fans, maybe not so fondly)! Representing England, we have Michael Owen, Ballon d’Or winner and England striker ace. And from Italy, we have none other than Del Piero, Juventus superstar and Italy’s 2006 World Cup winner.
We wanted the World Legends squad to reflect the global spirit of football. To show that this is more than just a one-country tribute, but a celebration of the sport’s greatest names from every corner of the globe. Players who’ve shaped football history, brought joy to millions, and now come together for a cause that’s bigger than the game itself.
Q: Why do you believe football, and in particular the Legends Charity Game, is uniquely positioned to rally people behind meaningful causes?
RS: Football has this incredible, almost magical power to bring people together, often in ways nothing else can. I’ve seen total strangers become best friends (or mortal enemies) over a last-minute goal. It’s one of the only things that can make grown adults paint their faces, cry on live TV, and believe that “this year is our year”… every single year. But behind all the passion and drama, football also has a serious superpower: it connects people. That’s what makes it such a powerful platform for rallying people behind meaningful causes.
When legends of the game take to the pitch, people pay attention. And when that spotlight can be used to raise awareness, funding, and momentum for causes that truly matter, it becomes an opportunity to do something that goes beyond the pitch. That’s the spirit behind the Legends Charity Game.
The World Legends and the Portugal Legends appeal to generations. Many of us have grown up idolising these players and watching them play the beautiful game for decades.
Younger generations still admire the legends when they watch streams or YouTube clips of the likes of Ronaldinho bringing his magic to the game like few other players have ever been able to achieve. They are also playing with the Legends in the EA Sports FC game titles (former EA Sports FIFA series), and now they get to watch them play live at the Legends Charity Game.
In a few words, the Legends Charity Game has a generational appeal. Father, son, and grandfather will want to watch the game together.
Q: What guided your decision to aim for over €1,000,000 and choose the charities you’re supporting?
RS: Setting a goal of €1,000,000 was about being honest with ourselves about what this match could achieve. If we’re going to bring together global football icons, fill a stadium in Lisbon, and broadcast this around the world, then we owe it to the cause to aim high. We wanted a goal that felt bold, that actually moves the needle, and that reflects the power of football when it’s used as a force for good.
As for the charities, it was important for us to connect both globally and locally to honour the people in Lisbon welcoming us, and to stand with those who need solidarity the most. This game is our way of doing that. This landmark event supports four incredible charities working on the frontlines of crisis.
- The Red Cross in Ukraine continues to provide emergency aid and medical care to civilians devastated by the war in Ukraine
- The Portuguese Red Cross brings relief to communities affected by natural disasters and economic hardship at home.
- International Alert is working tirelessly to build peace and protect vulnerable lives in conflict-affected regions around the world.
- Caritas Portugal ensures that families in Portugal facing poverty and displacement are given dignity, support, and shelter.
By supporting this game, fans and players alike are turning their love for football into a force for good. It’s a powerful reminder that the global football family can do more than entertain. It can heal, empower, and restore hope. Together, we can make this more than a game. We can make it a movement.
Q: Will the match be streamed or televised? How can fans actively take part in this initiative before, during, or after the match?
RS: Yes, the match will be both streamed and televised. We’re working closely with broadcasters to make sure the Legends Charity Game can be watched by fans around the world, whether you’re in Portugal or elsewhere. The production is being handled by SBC, and we’re treating it like a top-tier broadcast. Think Champions League-level coverage, with multiple camera angles, spider cams, and a full stadium setup. We want people watching from home to feel every moment, just like those in the stands.
As for getting involved, there are lots of ways to be part of this. You can buy a ticket and join us in Lisbon. If you can’t be there in person, you can still support the cause: tune into the livestream, donate online, share the event with your network, or enter the charity raffle that will take place during halftime.
Q: How did you convince sponsors that this wasn’t just a “CSR checkbox” but a meaningful movement?
RS: We’re incredibly grateful to the sponsors who believed in this from the very beginning.
Oftentimes, people view a sponsorship as just putting logos on a screen. This is when it’s hard to sell — if you can’t convince people that there’s something real and solid behind the idea. In this case, it was really easy. It was about standing behind something real.
We never approached sponsors with a slick CSR deck or a “feel-good” checkbox. That’s not what this is about. From day one, the Legends Charity Game has been something built with heart, purpose, and a real desire to use football for something greater.
We are building something with substance. A world-class lineup of true football legends. A clear, ambitious goal to raise €1,000,000. Four incredible charities. And most of all, a belief that football has the power to bring people together and inspire action.
What really made the difference with sponsors was the sincerity. They could see this wasn’t just a one-off. We’re not aiming for a press release headline and moving on. We’re building a tradition. That clarity, combined with the emotion behind the cause, is what resonated.
So, a huge and heartfelt thank you to our early confirmed sponsors like Soft2Bet, Sportingtech, YO Health, Spribe, Amusnet, Vegas Legends, Alea, Playtech, Smartsoft, Superbet and iGP. You didn’t just sponsor a match. You became part of the Legends Charity Game. Your support is helping us do something that goes beyond football, something that will genuinely make a difference in people’s lives. So yes, for our sponsors, it was a show of solidarity. A reminder of what good football can do when we put our hearts into it.
Q: As Lisbon prepares to host 60,000 fans, what role are local and global partners playing in helping you spread the word across borders?
RS: Local and global partners have played a huge role in making this more than just a one-night event in Lisbon. From day one, our goal was to create something that resonated well beyond the stadium walls, and that wouldn’t be possible without the incredible support we’ve had across the board. The Portuguese Football Federation, Benfica, and Sporting CP have been instrumental in giving this project a true home in Portugal. They’re part of the country’s identity, and having their backing has rooted the event in local pride and credibility from the very beginning.
But to spread this message globally, we’ve also leaned on the strength of our media and strategic partners such as A Bola, Ringier Sports Media Group, MARCA, La Gazzetta dello Sport, Better Collective, Sport1, SofaScore, Flashscore, Record, Stats Perform, and more. They’re helping us tell the story, one about legacy, community, and purpose. With their help, we’re reaching fans in Spain, Italy, Portugal, Greece, Poland, Romania, Sweden, Denmark, Slovakia, the Netherlands, Mexico and beyond.
We are working closely with MediaPro to create the live broadcast of the event, which we aim to share with millions of people around the world. Several broadcasting partners have been lined up across Europe, Brazil, and Latin America.
Our own experience as an events company helped us scale this quickly, but it’s the trust we’ve built over time, as SBC and through Sport Global, that opened doors and made people want to get involved. And of course, none of this would be possible without the unbelievable team behind the scenes who turned a big idea into something real in record time.
Q: The Legends Charity Game will take place on September 15, just a day before the SBC Summit 2025 kicks off. How do you envision the synergy between the charity game and SBC Summit?
RS: The timing of the Legends Charity Game on September 15 is obviously very convenient. It’s a way to open SBC Summit 2025 with purpose, emotion, and meaning. The Summit is our biggest show yet, expecting 30,000 attendees from across the global gaming and tech industries. But before all the panels, meetings, and networking kick off, we wanted to ground everyone in what we are really passionate about: a genuine love for sport and a belief in its power to bring people together.
The Legends Charity Game gives us a chance to pause and do something meaningful as a community. It’s about football, connection, and giving back. It brings together iconic players, fans, industry professionals, and local communities around a shared moment. And starting the week that way, not with a handshake, but with heart, changes the tone of everything that follows. Yes, we run major events for the iGaming world, but our mission is bigger than that. We’re here to grow not just the industry, but the impact it can have. That’s the synergy, and it’s what makes this week in Lisbon feel truly special.
And, by the way, on Tuesday, September 16, many of the players from both the Portugal and World Legends squads will appear live on the Super Stage at the MEO Arena. Hosted by Kirsty Gallacher, this will be a rare opportunity for attendees to hear directly from the legends, ask questions, and share a moment with some of football’s most iconic figures. It’s a continuation of the emotion from the night before, and for many, it will be the first time seeing these football greats. What an experience.
Q: Do you think this could become an annual tradition?
RS: Absolutely, it will. With Portugal set to co-host the World Cup in 2030, our goal is to make this an annual fixture, year after year, right here in Lisbon. Honestly, I couldn’t be more excited. It’s a passion project in every sense of the word.
The Legends Charity Game is more than just a match—it’s a celebration of football, unity, and giving back on a global stage. With Portugal’s football heroes facing off against world legends, and a goal to raise over €1 million, this event promises to leave a lasting legacy both on and off the pitch. To hear more of Rasmus Sojmark’s insights into the business of sport, charity, and the iGaming industry, check out his recent appearance on the HIPTHER Talks Podcast — listen to the audio here or watch the video here.
The post Legends Charity Game: Rasmus Sojmark on Football Icons, Lisbon, and Raising €1 Million for Charity appeared first on European Gaming Industry News.
Latest News
Be Heard Above the Noise: Booming Games’ Dorota Gruszka on Standing Out in the Crowded Slot Studio Market
With over 600 online slot studios competing for operator attention, cutting through the noise has never been harder. In this exclusive article, Booming Games’ Head of Marketing, Dorota Gruszka, shares her strategy for building a distinctive brand, forging lasting operator relationships, and creating campaigns that resonate in a crowded iGaming marketplace.
There are now more than 600 online slot studios, with each vying for operator attention and a solid position for its titles within casino lobbies. These 600+ studios are making a lot of noise, and this makes it incredibly difficult for individual studios to be heard.
But it is possible, requiring a clear strategy, creativity and consistency. Being loud is important – it’s the only way you’re going to be heard – but you also need to be relevant and authentic. And this requires a strong understanding of self.
Studios absolutely must know who they are and what they bring to the table, and ensure that these values are reflected in everything they do, from the games themselves to how they are launched and the nature of the partnerships forged with operators. It even extends to events and social media.
A sharp brand, meaningful relationships and marketing collateral that not only engages but also connects are critical to success. Of course, this is easier said than done, but when you have a strong team, defined goals and a product you believe in, it can be achieved.
Let’s take a closer look at some of the challenges studios face when it comes to marketing their brand and games.
There are plenty of hurdles to clear
The biggest challenge is, of course, standing out in the market, but second to that is navigating the complex and ever-changing regulatory landscape. Providers need to demonstrate compliance and responsible gaming practices, which means marketing must be transparent and aligned with operator expectations.
Another challenge is building and maintaining trust. Operators demand reliable partners that deliver quality products on time while supporting them beyond the initial sale. That means marketing needs to focus on relationship building, not just quick wins.
Then there’s flexibility, which has become a major differentiator. Operators look for partners that can adapt to their needs – the more flexible and collaborative a partner can be, the more value they bring, and this is a message that needs to come across clearly in B2B marketing activity.
Take a multi-layered approach
At Booming Games, we have taken a multi-layered approach to marketing our studio and the games we produce. This includes combining creativity, strategic planning and consistency. Brand awareness isn’t gained overnight – it’s an ongoing process across all channels and touchpoints.
Tactically, we have invested in strong PR and media partnerships and maintain a presence at major industry events. We also leverage social media, posting high-quality content across various channels and digital platforms.
We always go big with our game launches and invest in creative campaigns that showcase each title and ensure it gets noticed by casino managers. This is combined with tailored client communications and eye-catching merchandise that reinforces our visual identity.
The power of LinkedIn
One of the most effective marketing channels for a slot studio is LinkedIn, and we have focused a lot of our efforts on the platform. Since joining Booming Games in 2023, we have grown our follower base from 5,000 to almost 18000.
This growth has given us a much stronger platform from which to showcase our games, share company updates and connect directly with industry professionals. This, in turn, has driven exposure, engagement and, ultimately, led to additional operator partnerships.
Thinking outside the box is also important, especially in such an overcrowded industry.
A good example of this is our Ronaldinho Mascot campaign, which was a huge hit across the expos and saw thousands of people taking and sharing photos with the mascot across various social media channels.
But just as important is to listen carefully to partners, players and the wider market to ensure your brand, values and campaigns evolve and remain relevant and interesting. It’s about creating a brand people recognise, trust and enjoy interacting with.
Brand ambassadors are an important piece of the puzzle
Increasingly, studios are turning to brand ambassadors to help them do this. But it’s important to make sure the ambassador is the right fit – it’s about more than just attaching a famous name to your brand.
At Booming Games, we know first-hand just how effective brand ambassadors can be off the back of our highly successful partnership with footballing legend, Ronaldinho.
We struck a partnership with him just as the Brazilian market was moving toward regulation, and I truly believe it has allowed us to establish a strong foundation and presence in the region.
Ronaldinho is still relevant and popular, and having him associated with Booming Games has given us exposure, recognition and trust. It has also helped us become one of the first game providers to get certified in Brazil, allowing us to leverage the first-mover advantage.
That said, not all brand ambassador deals are as successful as ours with Ronaldinho. Sometimes, they require a lot of effort, coordination and investment and the return might not justify this. That’s why it’s important to evaluate every potential partnership carefully.
Ultimately, the brand ambassador must genuinely resonate with your audience, complement your brand values and support your long-term goals. When done right, it can be a game-changer.
Driving awareness for a studio is harder than ever, but there are plenty of tactics to turn to that can deliver results while having plenty of fun in the process. Being heard is important, but you must be making the right noise in the first place.
The post Be Heard Above the Noise: Booming Games’ Dorota Gruszka on Standing Out in the Crowded Slot Studio Market appeared first on European Gaming Industry News.
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