In an increasingly digital world, the influence of social media personalities is undeniable, especially within the iGaming industry. To stay competitive and engage with a broader audience, brands must adapt to the growing power of influencers. Recently, the dynamic EEGS Webinar, “The Rising Power of Influencers in iGaming: Use Their Power for Your Success,” brought together key experts to explore how influencers can elevate iGaming brands to new heights. Expert speakers Jekaterina Dubnicka, Alexandra Voronetskaya, and Wojciech Trzaska shared their valuable insights on the nuances of influencer marketing, and how companies can leverage this to succeed.

The Brave Step of Working with Influencers

Alexandra Voronetskaya emphasized how significant the decision to collaborate with influencers is for any company. “When a company decides to work with influencers, it is a very brave step,” she noted. This decision means not only expanding a brand’s visibility but also committing to a much more open communication strategy.

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Working with influencers is not just about showcasing a product; it’s about creating an authentic connection. Brands must be prepared for heightened visibility, quicker responses to public feedback, and increased flexibility in their strategies. “You have to answer quicker, you should be more flexible,” Alexandra explained, underscoring the evolving nature of marketing in today’s fast-paced world. This openness can be daunting for some brands, but it can also bring tremendous benefits when executed well.

Getting Real: The Importance of Authenticity

Jekaterina Dubnicka on the other hand delivered a powerful message about the importance of authenticity when collaborating with influencers. “If you decide to go live and public, there is one crucial thing you need to know: No subscriber is interested in your surface. Everyone wants to see something deeper,” Jekaterina said. This statement couldn’t be more fitting in the context of influencer marketing. Audiences today crave genuine connections and transparency, rather than polished advertisements.

She went on to challenge companies considering influencer partnerships: “Before you decide to work with influencers, you need to answer yourself: Why?” This question serves as a reminder that influencer partnerships should be rooted in a clear strategic vision. It’s not enough to just follow trends — businesses need to understand why they want to engage with influencers and how they plan to create value for both their brand and the influencer’s audience.

The Power of Smaller Influencers

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A common misconception in influencer marketing is that success is tied to having millions of followers. However, Jekaterina pointed out that the number of followers doesn’t always equate to success. “The huge amount of followers doesn’t necessarily bring success,” she noted, pointing to the fact that smaller influencers often yield greater engagement. Smaller influencers tend to have a more loyal and interactive audience, making them more flexible and responsive to brand messages.

In iGaming, where emotional connection plays a key role, Alexandra emphasized the importance of finding influencers whose values and approach resonate with the brand. “Working with influencers is about emotions, and when you are on the same page, that is magic,” she said. It’s about creating an authentic, emotional link that transcends the transactional nature of traditional advertising.

All attendees of the EEGS Webinar received a Certificate of Attendance, acknowledging their commitment to continuous learning and professional development in the iGaming industry.

For those who missed the live session, the on-demand video is now available – featuring key insights on how influencers are reshaping the marketing strategies, and practical tips on choosing, briefing, and collaborating with them effectively.

You can watch the full session here: www.youtube.com/@eegamingsummit

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Stay tuned for more updates and upcoming events by following EEGS on social media and visiting their official website.

KingMidas Games, a leading iGaming provider, today announces a new strategic partnership with LuckyStreak, a leading B2B live casino software provider and content aggregator.

Through this collaboration, more than 100 KingMidas Games titles—spanning its signature Classics, Next-Gen, Slots, and other top-performing genres—will be made available via LuckyStreak’s powerful aggregator platform, LuckyConnect™. This integration empowers operators to easily browse, pick, and deploy their preferred KingMidas Games titles all in one place, streamlining access to world-class content through a single integration point.

“Partnering with LuckyStreak marks a significant milestone in our growth journey,” said Alex Mozir, Head of Sales at KingMidas Games. “Their reputation for delivering best-in-class live casino and aggregation solutions makes them a natural fit for our content. We’re confident that our portfolio—designed for engagement, retention, and performance—will add strong value to the LuckyConnect offering. This collaboration reflects our shared commitment to empowering operators with standout gaming experiences, and we’re excited for what’s to come.”

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“Growing LuckyConnect with top content is a big focus for us this year, and KingMidas Games is a perfect fit to our strategy. I know the team behind it and have a lot of respect for what they’re building—smart games, solid execution, and real potential,” said Ady Totah, LuckyStreak CEO and Co-founder. “We’re already lining up campaigns with some of our close partners and looking forward to seeing how the games perform. This is just the start.”

Rory Kimber, LuckyStreak Commercial Director said: “Often making decisions for who to bring onto LuckyConnect can be difficult, but with KingMidas Games, that wasn’t the case. Their first-class, diverse and exclusive content ticks all the boxes. More importantly, the team at KingMidas Games understands that successful partnerships are built not just on great content, but on strong support and collaboration—and they’ve been both engaging and knowledgeable at every stage. I’m looking forward to taking their fantastic games to the market, and to our existing customers.”

The KingMidas Games portfolio will be available on the LuckyConnect™ platform starting in Q2 2025.

Leading B2B games provider, Incentive Games, today announced its new agreement with premium gaming company and content provider Light & Wonder, Inc.

Through this agreement, Incentive Games will distribute its premium pay-to-play games – including new arcade-style titles – to key global regulated markets including the USA, Canada, South Africa, UK, and within Europe via Light & Wonder’s extensive operator network. Additionally, Incentive Games’ popular free-to-play content will be made available to a wider audience through Light & Wonder’s content marketplace.

The agreement brings together two industry leaders in iGaming and the strengths of both companies to deliver exceptional player experiences and elevate customer engagement.

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Ahmed Baker, Chief Commercial Officer at Incentive Games said, “This agreement is a landmark moment in our company’s history. Previously, we’ve worked directly with major operators such as bet365, FanDuel, and Sky Bet. Now, we can distribute our games via Light & Wonder, an exceptional aggregator that we trust will handle our games with care.”

Steve Mayes, Senior Director of Partners at Light & Wonder, said: “We are excited to work with Incentive Games, a leader in gamification solutions. We look forward to leveraging their innovative platform and bringing their customisable crash and fast game content to all major regulated markets.”