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The future of influencer marketing in the igaming industry

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Author: Anna Zhukova, Team Lead (iGaming vertical) of Famesters agency 

 

Influencer marketing is no longer a way to promote a new mascara. Today, it is a dominating strategy for complex brands, products, and platforms. From 2016 to 2022, the average annual growth rate of the influencer marketing industry was 46.9%.

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9 of 10 iGaming industry players use this channel permanently as a powerful way to connect and engage with their target audiences. It is easy to explain: smart leveraging the power of influencers can bring tremendous results already during the test launch.

Why use influencer marketing for iGaming?

By partnering with influencers who have a large and engaged audience in the iGaming community, brands can tap into a highly motivated audience that is more likely to respond positively to their marketing messages. Additionally, influencers provide a level of authenticity and trust that is difficult to achieve via traditional advertising channels, especially for those products that are not easy to promote due to legal risks. Finally, iGaming brands can leverage influencer marketing to stand out from competitors and stay on top of mind with consumers in a skyrocketing competitive market: the iGaming industry, comprising online gambling, sports betting, and casino games, has experienced rapid expansion in recent years. In 2021, the industry was estimated to be worth $61 billion annually, and has projections of an 86% growth rate by 2028. 

Current situation and upcoming trends

As the iGaming industry evolves year by year, brands build their communication and expand the audience with content creators. According to the BuzzGuru research, 89% of the marketers admit that ROI from influencer marketing is higher than from other channels.

Year by year, by allocating influencer marketing budgets, iGaming brands gain the ability to expand their reach to new audiences and improve performance among existing ones. This advantage enables iGaming industry players to skyrocket. Today, we observe the rise of brands’ collaborations with micro-influencers: 77% of the brands prefer working with this type of creators. It is easy to explain: collaborations with niche creators usually bring better performance. Micro-influencers are seen as more authentic and engaging than larger influencers, that is why they can help build a more loyal and engaged customer base.

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The trends in influencer marketing shaping the future of the industry are: 

1. Diving deep

Influencer marketing is evolving towards a more comprehensive approach where content creators are deeply involved in promoting products. This approach goes far beyond traditional CPA deals, where influencers are paid based on the results they deliver. Today, we see creators who use iGaming products they promote regularly and at the same time express genuine excitement towards them becoming brand ambassadors. This leads to more genuine promotions because the creators provide not just the basic product information, benefits and bonuses the platform prepared for new users, but also their own unique experience. As a result, the promotions become more authentic and resonate better with the audience.

2. Long-term partnerships

More and more iGaming brands prefer to build long-lasting relationships with influencers, rather than one-off campaigns. This approach kills two birds with one stone: brands build more authentic and loyal relationships both with influencers and their audience, thus enlarge their own and attract new users. A successful approach is to build long-term relations for iGaming brand is to collaborate with influencers who already performed well and seek out content creators who are alike. Niche creators often form small communities, so partnering with such influencers can help broaden your brand’s reach by tapping into their audience. 

3. Transparent messages

There is a growing emphasis on the transparency of ads. Simple promotions of casinos and betting platforms on YouTube and Instagram are forbidden, that is why the ad messages should be native and transparent. Tell about the benefits of your platform, its USP, and bonuses new users get after registration. At the same time, be clear in calls for action and use simple ones, such as ‘click here’, ‘register now’, ‘use a promo code’, and others.

Opportunities and challenges

Promotion of betting platforms and online casinos through influencers unlocks new possibilities for brands to expand their existing audience, including the opportunity to target new geos, build brand awareness and trust, and, finally, attract new players. 

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Let’s see how it works: an influencer showcases a bet slip or a feature they find impressive in an iGaming app or platform, along with a hyperlink in their post that  leads to a casino lobby or a betting platform. This provides the audience with a clear and understandable picture of what they can expect from the app or a platform from a trustworthy creator they follow.

The success of an influencer marketing campaign highly depends on certain factors: creatives’ quality, relevant creators and their audiences. It is crucial to find influencers who have a strong performance and whose values align with those of your brand. One key aspect to consider is the relevance of your product to the content produced by the influencer. For example, at Famesters when planning integrations for betting platforms, we prefer working with influencers who create sports or entertaining content – they usually bring the best performance. 

However, alongside opportunities come challenges. First, it can be difficult to find influencers that are experienced in the iGaming industry and are ready to take the risks: if a creator is caught in promoting iGaming, they get a strike from a platform, after 3 strikes the platform bans their account. Second, it is better to make sure you target the right audience. So it is better to identify them first. The ‘golden’ and the most desirable audience for iGaming brands is usually solvent males above 20. As for creatives, it’s essential to highlight any unique information or bonuses your platform provides. It’s also crucial to emphasize the expected action several times, at the same time this call-to-action should be clear and easy to understand.

Emerging technologies and their use for iGaming brands

The development of technologies does not stand still. One of the technologies to use for influencer marketing of iGaming brands is virtual and augmented reality: create immersive experiences for the audience, allowing them to see the creator in a ‘real-world’ casino or sportsbook. This can be especially effective for online casinos, which often struggle to replicate the excitement and atmosphere of a physical casino.

Another technology to be used is artificial intelligence (AI). On the one hand, AI could analyze data about the influencers’ account, including audience, the engagement rate, number of comments and others. Some AI, like BuzzGuru, help get a clear picture of competitors’ influencer marketing strategies, including paid and organic mentions, lists of influencers involved, videos links released and budgets spent. 

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On the other hand, AI can assist in creating more engaging ad messages for the audiences, as well as developing tasks and briefs for creators, diversifying scripts and thus making every single launch unique. 

The importance of analytics in influencer marketing

As an agency, we stake on a deep analysis of current campaigns. This approach  always helps understand the key audience and provide recommendations for further launches – by cutting off non-working solutions, we easily increase the performance on the go. By going deeper into creators’ analytics such as audience data, engagement rates, average views and reach, in addition to previous launches’ performance for the similar products, we are able to make a clear estimation in order to squeeze the maximum possible outcomes. 

Besides, the industry is growing very fast and we’re always learning. The reality shows that even small changes in strategy can affect the whole launch significantly and only a proper analytics and the ability to overview things from the subtle side gives the luxury to absorb the newly came information.

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Hold and Win brings intrigue to 1spin4win’s Japanese saga

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Gentle Fox Hold and Win continues 1spin4win’s four-part Japanese-themed slot series, following Tiger’s Steps Hold and Win, April’s most-played slot by bet count.

While its official release date is May 29, Gentle Fox Hold and Win was selected for exclusive pre-release by leading casino platforms, including Irwin, Gizbo, Jet, Izzi, Fresh, and others — a clear sign that operators are actively seeking content that combines originality with commercial impact.

Being the second title in the series, the game invites players to uncover the story of Tomoko-hama — the dangerously charming geisha known as the Gentle Fox — whose wit, beauty, and cunning hide a deeper motive.

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Set in the shadow of Mount Fuji, Gentle Fox Hold and Win picks up the narrative thread that began in the first game of the series, drawing players further into a carefully crafted storyline. Years after being taken from her village and brought to the shogun’s castle, Tomoko-hama now tests the will and bravery of those who enter her tea house.

The core challenge of the game is the Hold and Win feature, triggered by landing three or more golden Coins. Players must then fill the Bonus reels with more Coins for the chance to win big, including the x100 Minipot Coin and the elusive x1,000 Megapot.

Olga Bogdanova, the Art Director at 1spin4win, commented, “The second slot in our Japanese-themed series keeps the rich atmosphere of the first but adds a deeper, more intriguing layer. Designed in warm tones, the game gently draws you into a world where calm hides a silent secret.”

Despite the narrative depth, the gameplay remains easy to understand with medium volatility and 97.1% RTP, which is in line with 1spin4win’s signature approach to slot design: simple mechanics, high engagement, and intuitive play for all levels of players.

As this new chapter opens, players move one step closer to the final clash that awaits in the series’ concluding release. Until then, all eyes are on Tomoko-hama — the Gentle Fox — and the secrets she’s yet to reveal.

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About 1spin4win

1spin4win is a fast-growing game provider founded in May 2021 by ambitious developers with over 15 years of experience in the gambling industry. Since its inception, the company has expanded its portfolio to include over 150 classic online slots, all characterized by quality mathematics, transparent mechanics, and well-balanced gameplay — key factors that drive strong player retention. The studio consistently releases an average of four new games each month and offers effective promotional tools for casino operators to help them enhance player loyalty.

The post Hold and Win brings intrigue to 1spin4win’s Japanese saga appeared first on European Gaming Industry News.

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AI has transformed the art of buying a race horse, with records smashed at 2025 breeze up sale events

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2025’s breeze up sales are completed, with last Friday’s Tattersalls Ireland sale at Fairyhouse concluding the events for the year. 

Breeze up sales are a vital part of the horse racing industry. Data is essential for punters to make informed sports bets and is equally important when assessing the potential of a race horse.

At a breeze up event, race horse trainers, buyers and journalists get to watch two-year-old horses literally “breeze up and down” the track, showing off their pedigree, canter, gait, and hundreds of other data points that go into predicting  a horse’s future performance on the racetrack.

Not only have the sales broken all the 2024 records in many metrics, they’ve also surpassed some all-time records since breeze up sales began in Great Britain in the 1970s – from top-selling lots to the total sales figures.

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One notable facet of this year’s events was the contribution of Pythia Sports’ new proprietary technology, which combines artificial intelligence, machine learning, and historical breeze up sales data to improve the accuracy of performance predictions.

The Highlights

Stephen Davison, head of commercial operations at Pythia, said: “The video content captures some brilliant highlights of everything that goes into creating a complete data set at the 2025 sales. The breeze up continues to be an ever-popular sale for buyers seeking top two-year-old talent, and it’s a testament to the hard work of all the consignors and buyers who helped drive this year’s record-breaking results. We hope the insights provided through our data have played a small part in supporting their success.  

“From our point of view, we’re really pleased to have been involved in 18 purchases, with the combined purchase prices exceeding £1.4 million. We’re very much looking forward to seeing them on the track and hope they prove very lucky for their owners.”

Davison continues: “It’s also fantastic for those who want an inside look into some of the hard work that happens behind-the-scenes in horse racing. We’re really pleased at how successful the sales have been, and we love how the sector has responded to our breeze up technology.

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“Incorporating more than 100 essential factors, the innovative tech is a proprietary model which evaluates time, stride and biomechanics for every horse at the breeze ups. These individual factors  then generate a comprehensive rating for each horse,” said Davison.

Breeze up sales – by the numbers 

2025 was a banner year for breeze ups across Europe, with YOY changes increasing greatly and some historic records smashed.

  • Total turnover from all sales: c£70.2m

  • Craven YOY increase: +25.7%

  • Goffs UK YOY increase: +12.4%

  • Arqana YOY increase: +24.8%

  • Tatersalls Ireland YOY increase: +21.5%

In addition, at the Craven sale, the record purchase price for a breeze up horse was broken on consecutive days:

  • £1.4m Acclamation colt – purchased by Godolphin

  • £1.75m – Havana Grey colt purchased by Amo Racing,

Further records broken:

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  • The horse that won the 2,000 Guineas, Ruling Court, was a breeze up horse that sold for €2.4m at 2024’s Arqana Sale

  • The first-ever Goffs sale of a £1m breeze up horse occurred this year, with a Mehmas colt selling to Godolphin.

  • 2025’s Tattersalls Ireland sale was the first time trade has exceeded the €10m euros mark – the first time in Tattersalls Ireland history the 8-figure mark was reached.

  • Top lot was a Night of Thunder colt sold to Stroud Coleman Bloodstock for 580,000 EUROS.

“Tattersalls Ireland provided a fantastic finale to the breeze up season, with average prices rising and yet more records falling. It’s clear that breeze ups have become an essential part of the sales calendar, offering buyers both quality and confidence. It’s an exciting time for the sector — and now, with the sales behind us, the spotlight shifts to the track. I’m sure, like me, everyone is eagerly anticipating how these horses perform, especially with some already making a strong impression,” Davison explained.

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PAGCOR CHAIRMAN, ENTIRE BOARD TENDER COURTESY RESIGNATION

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Philippine Amusement and Gaming Corporation (PAGCOR) Chairman and CEO Alejandro H. Tengco today said he and all the members of the agency’s Board of Directors have tendered their courtesy resignations last week to give the President a free hand in reorganizing the bureaucracy.

The resignation of the top PAGCOR leadership came even before the Palace called on all officials of government-owned or controlled corporations (GOCCs) to submit their courtesy resignations on Wednesday.

“We serve at the pleasure of the President,” Mr. Tengco said. “And we will accept whatever the Chief Executive’s decision will be.”

Along with Mr. Tengco, those who voluntarily stepped down were PAGCOR President and COO Wilma Eisma and Directors Jose Maria Ortega, Francis Democrito Concordia and Gilbert Cesar Remulla.

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