The Role Of Influencer Marketing In The iGaming Marketing

The Role Of Influencer Marketing In The iGaming Marketing

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Influencer marketing can be a highly beneficial addition to your iGaming and sports betting marketing strategy, and as a result can boost your player retention rates, broaden your brand’s reach and increase the audience pool to ensure your desired customer is finding your content. 

As a sportsbook solutions provider, Altenar has ample experience with a host of global brands, and as a result has witnessed the implementation of many key marketing strategies that have helped to garner their global partners great success. If you’re looking to add an award-winning tier-one sportsbook solution to your current iGaming offering then contact Altenar today! 

So, without further ado, let’s take a look at how influencer marketing can be a great addition to your B2C marketing strategy. 

The Benefit of Influencer Marketing In The Sports Betting & iGaming Industry


There are many benefits to influencer marketing and this type of marketing strategy can help your iGaming and sports betting brand to reach new and abundant bettor and player pools. 

Below is a brief overview of the benefits of influencer marketing. 

  • Building trust & credibility: Often having close relationships with their communities, an influencer endorsement can carry heaps of weight especially within the sports betting and iGaming world where finding trustworthy and reliable sources is increasingly important to players and bettors. 
  • Reaching your target audience: Influencer marketing can place your content with the right consumer immediately, as many influencers offer content in their specific niches, meaning that you have insurance that their audience is your brand’s potential clients as well. 
  • Creating engaging content: As experts in all things content, influencers understand the types of content, topics and features that resonate with their followers. In partnering with an influencer, sports betting and iGaming businesses can tap into this creative asset and trust its effectiveness from the beginning. 
  • Driving conversions: Influencers, having the trust of their followers, can promote their use of your services and content which can increase conversions from target demographic to customer. 
  • Increasing brand awareness: helping your iGaming and sports betting business reach large demographics with targeted marketing techniques. Potentially reaching large audiences than they may have achieved without the help of influencer marketing.

How To Find The Right Influencers For Your iGaming & Sports Betting Brand 

Below is a brief overview of how to navigate the very-full waters of influencers in the modern world of social media and ensuring that your iGaming and sports betting brand is able to find the best influencer for its target audience while ensuring the protection of its own brand identity. 

  • Use social media platforms: Instagram, Twitter and TikTok are amazing places to find influencers, and allow audiences to be reached on-the-go and at any time of the day (which is especially helpful for iGaming and sports betting businesses that span the world). Using hashtags can increase your searchability. 
  • Identifying your target audience: Getting the right influencer is the bi-product of knowing and learning about your target audience. Consider who you are trying to reach, what is the demographic and what interests pique their interest most. This will help to align your needs with the right influencer.
  • Research your influencers: Discover more about their follower count, engagement rate, professional history and the types of content they post to ensure it aligns with your brand.
  • Authenticity is key: Work with an influencer with an authentic voice who promotes the iGaming and sports betting products and services they believe in - this increases brand loyalty and trustworthiness with potential players and bettors. 
  • Negotiate: Once you’ve found your influencer, it’s important to negotiate terms from compensation to content. 

Alternatives To Influencer Marketing For B2B iGaming Businesses 

As influencer marketing may not be best for B2B marketing, below is a brief list of other types of marketing strategies that have witnessed proven success for many iGaming and sports betting businesses. 

  • SEO: Search engine optimisation can increase your brand’s ability to rank higher in internet search results, potentially placing you in the top ranks within Google for your chosen topics.
  • Content marketing: Ensure you are creating high-quality and informative content that will help to establish your brand as a thought leader in the sports betting and iGaming industry. This can include blog posts, videos, social media posting and a host of other content must-haves.
  • Affiliate marketing: Partnering with other websites and influencers to enhance the trustworthiness of your content and brand. Paying a commission to the affiliate for each lead acquired through them.
  • Paid advertising: Paying for Google Ads or social media advertising can help your organic content reach wider audiences and increase your conversion rates and player retention rates.
  • Sponsorships: Partnering with leagues, sports teams and events can increase your sports betting and iGaming business and ensure that your brand is front and centre with potential players and bettors. 
  • Email marketing: Sending targeted emails can help nurture leads and increase conversions. This could include promotional emails and newsletters depending on your target audiences. 

Want to add an award-winning sportsbook to your iGaming offering and increase your GGR? Contact Altenar today to harness the flexibility and stability of our sports betting solution! 

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