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

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
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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.
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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.
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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
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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.
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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.
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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.
Betgoodwin
EveryMatrix expands BetGoodwin partnership with full UK turnkey sportsbook launch

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EveryMatrix has expanded its partnership with rapidly growing UK operator BetGoodwin, launching a full turnkey sports solution that cements the operator’s position among the UK’s top bookmakers.
This follows a multi-year full turnkey agreement signed in 2024 and enables BetGoodwin, one of UK’s most visible growing brands, to benefit from a sportsbook designed specifically for the regulated market and supported by dedicated trading and operational teams based in London.
The platform offers extensive coverage with more than 200,000 monthly live events and up to 800 live markets on English Premier League fixtures, alongside a rich feature set that includes pre-live and live Bet Builder across 11 sports, early/partial/auto cash out, and Odds Boost.
Bonusing tools further enhance customer engagement through automated welcome bonuses, dynamic promotions, and advanced cross-sell capabilities.
BetGoodwin has also gone live with EveryMatrix’s new horse racing product. Built from the ground up in just six months, it delivers a comprehensive, round-the-clock service featuring more than 10,000 monthly races from 20+ global jurisdictions.
It includes live streaming, extensive market coverage, and deep integration with EveryMatrix’s wider technology stack, providing BetGoodwin with a flexible, scalable racing solution available online, in retail, or via telebetting.
Working in harmony with the existing OddsMatrix sports platform, the horse racing product allows BetGoodwin to benefit from dynamic cross-product bonusing, granular odds management, and automated pricing and settlement tools.
BetGoodwin is the latest UK operator to go live with the EveryMatrix platform following BetTOM, Octobet, Bet360, Ken Howells, and many more.
Ebbe Groes, Group CEO and Co-Founder, EveryMatrix, said: “BetGoodwin is a top 20 UK operator so giving them a world-class sportsbook with the most advanced features and our horse racing product was the next step following our full turnkey roll out. We’re confident it will drive major value for their customers and the business.”
Julian Head, CEO, BetGoodwin, said: “This is a milestone launch for BetGoodwin. EveryMatrix’s modern sportsbook gives us a feature-rich platform that will help deliver an outstanding betting experience to our customers, while the new horse racing product strengthens one of our business-critical verticals.”
The post EveryMatrix expands BetGoodwin partnership with full UK turnkey sportsbook launch appeared first on European Gaming Industry News.
Edvardas Sadosvkis CPO at ICONIC21
Feel the power of the moon in Midnight Queen from ICONIC21

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When the moon rises, the Queen awakens, and big wins can be triggered in the latest slot release from the in-demand iGaming content provider
Online casino operators can give their players the fright of their lives with Midnight Queen, the latest slot launch from in-demand iGaming content provider, ICONIC21.
Midnight Queen is a Vampire-themed slot that’s perfect for entertaining players during the Halloween season and beyond.
It brings vampire mystique to a 5×4 gameboard, where every Moon symbol feeds the hunger for even bigger wins. But this is a game where power doesn’t strike at random; it accumulates.
Player engagement is high thanks to the anticipation built into the game.
Glowing Frames lock onto the reels and wait. Each Moon that lands inside then pushes the Global Multiplier higher, building tension across a 10-spin cycle.
On the final spin, all the Glowing Frames transform into Wilds, delivering the bite – and big win potential – that players have been waiting for.
This combination of anticipation and frighteningly big wins – the game’s max win is 5,000x – allows operators to draw players in and then deliver the thrills (and chills) they are seeking.
As with all ICONIC21’s online slot games, Midnight Queen is available in both real money and sweepstakes formats.
Edvardas Sadosvkis, CPO at ICONIC21, said: “Spooky season is very much upon us, and in Midnight Queen, operators have a slot game they can use to frighten players through spine-tingling gameplay and big win potential.
“The best thing about Midnight Queen is that the theme is enjoyed long after Halloween has ended, and the team has done a great job of producing a gameplay experience that draws players in, builds anticipation and then has the potential to deliver the big wins they are seeking.
“This is a great addition to our portfolio, and we look forward to seeing our operators add it to their lobbies and to benefit from the repeat play, high engagement and consistent revenue growth that Midnight Queen provides.”
The post Feel the power of the moon in Midnight Queen from ICONIC21 appeared first on European Gaming Industry News.
Evoplay
Evoplay returns to the prairie in Young Buffalo Coins

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Evoplay, the award-winning game development studio, has released Young Buffalo Coins, the second instalment in its popular Young Buffalo series.
Following the success of the original title, the new game takes players back to the wild prairies for another action-packed adventure, combining fast-paced gameplay, sticky coins, and big jackpot opportunities.
When four symbols appear in the middle row, the bonus game begins, giving players three spins to collect as many symbols as possible. Each new coin resets the counter, and the feature continues until no spins remain, while filling all twelve spaces awards the Grand Jackpot.
Excitement increases through the Buffalo Awakening feature, which can trigger the bonus game at any moment, while the Buffalo Spirit awards random multipliers from x2 to x12, enhancing prizes and maintaining momentum.
During the feature, players can land bonus coins, sticky symbols, and the powerful Buffalo Collector, as well as mystery and mystery jackpot icons.
Each Buffalo collects the values and jackpots from every symbol on the reels, while mystery transforms into any regular icon, and mystery jackpot reveals a guaranteed Mini, Mega, or Super Jackpot.
Those eager to jump straight into the action can use the Bonus Buy option to access the Bonus Game instantly.
With its vibrant design, rewarding features, and the unmistakable spirit of the plains, Young Buffalo Coins marks a bold new chapter in one of Evoplay’s most exciting series.
Ivan Kravchuk, CEO at Evoplay, said: “Young Buffalo Coins captures the raw freedom of the open prairie through features that keep the excitement going.
“From sticky symbols and increasing multipliers to explosive jackpots, it’s a game that perfectly showcases Evoplay’s talent for creating vibrant, high-energy experiences.”
The post Evoplay returns to the prairie in Young Buffalo Coins appeared first on European Gaming Industry News.
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