Latest News
Maximizing ROI in iGaming: A Deep Dive into Non-Standard Geo-Targeting Through Influencer Marketing (Part 1/2)
Here’s a quick take on influencer marketing in iGaming: it’s all about making waves in the digital world. Popular social media stars teaming up with iGaming brands make them not only well-known, but also more trustworthy. Influencers have got the followers, the trust, and the know-how to get people excited about gambling and betting online. In this article, Anna Zhukova, Team Lead of iGaming vertical at Famesters will delve deeply into smart influencer marketing strategies for this business vertical.
Here are some of the key components of influencer marketing for iGaming brands:
- Engaging the Crowd: Influencers are superstars at grabbing the attention of different players – from those who play just for fun to the serious high rollers.
- Building Trust: When an influencer gives a thumbs-up to a game or a particular online casino, their followers listen. It’s like having a friend recommend your favorite new game.
- Finding the Right Fit: Picking the perfect influencer is key. They need to align with what the iGaming brand is all about.
- Staying in the Lines: iGaming has got rules. Influencers need to play by them to keep things cool and compliant.
- Performance Metrics and ROI: Tracking the success of influencer campaigns through metrics like reach, engagement, and conversions is crucial. This data helps in refining strategies and ensuring a high return on investment.
In short, influencer marketing in the iGaming industry is a trust-building powerhouse: it is a nuanced and effective approach, leveraging the power of influential personalities to build brand trust, engage diverse audiences, and drive business success within a regulated framework.
And here’s another great power that influences the final results of an influencer marketing campaign: geo-targeting. It’s about hitting the right audience, in the right place, at the right time. Here’s why you can’t do iGaming marketing without geo-targeting:
- Audience Segmentation: It’s all about hitting the sweet spot with each region’s unique gaming tastes and cultural vibes. Tailoring content to specific areas means more impact and appeal.
- Regulatory Compliance: Different areas, different rules. Geo-targeting keeps campaigns on the right side of the law, dodging legal headaches.
- Localized Content: This is where you speak their language, literally. You have to adapt to local dialects, cultural hooks, and region-favorite games to ramp up engagement and conversions.
- Cost Efficiency: It’s about smart spending. Better focus your efforts where they count, avoid wasting resources, and watch your marketing budget deliver more.
- Data-Driven Decisions: You can use geo-targeting data to get the lowdown on what works where. This insight sharpens resource allocation, boosting your ROI.
Understanding the iGaming Industry
The iGaming industry, encompassing online gaming and betting platforms, has witnessed exponential growth in recent years. A surge in digital technology adoption and the rise of mobile gaming have been pivotal. The industry’s growth trajectory is marked by technological advancements, expanding into new markets, and an increasing acceptance of online gaming as a mainstream entertainment option. This evolution has opened doors to vast opportunities but also posed unique challenges.
According to Statista, the global iGaming market is expected to reach a revenue of more than $107 billion in 2024.
Traditional marketing methods in iGaming face several hurdles. The biggest is the evolving regulatory landscape, with different countries imposing varied restrictions on gaming advertising. Additionally, the traditional one-size-fits-all approach struggles in a market where gamers’ preferences are as diverse as their geographical locations. There’s also the challenge of ad fatigue, where conventional advertising methods no longer capture the audience’s attention as effectively.
To navigate these challenges, the iGaming industry is turning towards more innovative, targeted, and engaging marketing strategies. Personalization and use of data analytics are becoming increasingly important. Brands are now focusing on creating more immersive and interactive marketing experiences that resonate with their audience on a deeper level.
Influencer marketing is now one of the most powerful tools in the iGaming industry. It leverages social media influencers’ reach and credibility to promote betting and gambling platforms and products. This approach taps into the influencers’ engaged audiences, offering a more authentic and trustworthy promotion method than traditional advertising. Influencers can create content that resonates with their followers, whether it’s through live-streaming games, tutorials, or reviews, thus providing a more organic and engaging way to introduce products to potential customers.
Statistics underscore the impact of influencer marketing. For instance, 66% of marketers using it say that influencer-generated content performs equally or better than branded content. Also, on average, brands earn $5.78 for every dollar spent on influencer marketing.
Understanding the iGaming industry today means recognizing the shift towards more innovative, personalized, and influencer-driven marketing strategies. The industry’s growth is paralleled by the evolution of marketing techniques, with influencer marketing standing out as a key player in engaging and expanding the iGaming audience.
Non-Standard Geo-Targeting
First, you need to understand the tiers in global market segmentation. There are three of them. Understanding the economic and audience characteristics of different tiers is crucial for effective global marketing. Each tier offers unique opportunities and challenges, and selecting the right one depends on a company’s budget, target audience, and industry regulations.
Tier-1 Countries: The Premium Market
- Characteristics: These are the most developed countries with strong economies and a wealthy audience.
- Why They’re Attractive: Businesses target these regions due to the high purchasing power of the audience. This means greater potential for sales and revenue.
- Consideration: Advertising in these countries can be quite expensive. Brands should be prepared for higher marketing costs.
Tier-2 Countries: The Balanced Choice
- Characteristics: These are developing countries. Their economies are well-developed, but the audience’s purchasing power isn’t as high as in Tier-1 countries.
- Why They’re Attractive: They’re a strategic choice for businesses seeking a solvent audience without the high costs associated with Tier-1 markets.
- Ideal for Certain Industries: Tier-2 countries are particularly suitable for advertising sectors like betting, forex, and binaries, which might be restricted in Tier-1 countries.
Tier-3 Countries: High Reach, Low Cost
- Characteristics: Often referred to as ‘third world countries,’ these nations have weaker economies and lower-income populations.
- Advantages: Advertising costs are low, allowing for broad coverage even with smaller budgets.
- Target Audience: These regions are often targeted by industries like gambling, forex, and betting. These sectors appeal to audiences seeking opportunities for ‘easy’ income.
Now let’s take a closer look at the peculiarities of each tier and the countries in it.
High Costs in Tier-1 Markets: A Matter of Solvency
- User Solvency and Payback: In Tier-1 markets, users generally have higher purchasing power, which can lead to better payback for businesses. However, this comes with its own set of challenges.
- Regulatory Hurdles: A significant issue in these markets is the stringent regulation around gambling products. While launching campaigns on platforms like Facebook may not require a license, working with influencers often does.
- Licensing Complexities: Licenses such as MGA (Malta Gaming Authority) or Curacao are necessary for simply working in European countries. However, they don’t authorize advertising in these geographies and targeting users in them. Plus, obtaining advertising permissions is a very complex process.
- Influencer Marketing Challenges: Tier-1 influencers, earning well from less risky advertising options, often steer clear of gambling promotions. Finding one willing to collaborate without a license is rare.
Businesses eyeing Tier-1 markets need to be prepared for higher costs and stringent regulations, especially when incorporating influencer marketing into their strategies. While the financial returns can be significant due to the high solvency of users, navigating the regulatory and licensing requirements adds complexity.
In contrast, Tier-2 markets offer a more accessible and flexible environment for certain types of promotions, including those in the gambling sector. Transitioning from the complex landscape of Tier-1 markets, Tier-2 geographies present a different potential. The regulatory environment is typically less stringent, and the cost of marketing is more manageable compared to Tier-1.
In the next article, we will make it clearer how the countries from different tiers can be connected, what role influencers play in this, and most importantly – how exactly non-standard geo-targeting can be used to reach more solvent audiences with cost-effective strategies. Stay tuned!
Author: Anna Zhukova, Team Lead (iGaming) at Famesters
Latest News
Golden Boomerang Awards 2025 has launched a special competition for the Champions League semi-finals
Boomerang Partners, a rapidly growing global brand, is excited to announce the launch of a special contest in conjunction with the 2025 Golden Boomerang Awards tournament, running until May 11. This contest, dedicated to the semi-finals of the UEFA Champions League, offers tournament participants a chance to compete for exclusive prizes.
With more than 400 affiliate teams participating worldwide, the competition is fierce, with monthly prizes up for grabs. The final prize drawing will take place on May 3, where one lucky winner will have their dream fulfilled. In addition to monthly prizes, awards will be given in 11 different categories.
The special Champions League-themed contest is open to both current tournament participants and newcomers. Registration for this unique opportunity is open until May 5, giving everyone a chance to win the grand prize — the coveted ‘Home Stadium Fan’ VIP experience. Affiliate managers will provide details to new participants.
The Champions League semi-finals are a top event in the world of sports, which generates fantastic interest among fans. The first matches will take place on April 29 and 30, when Arsenal will play PSG and Barcelona will face Inter, respectively. The return matches will take place on May 6 and 7. All the teams that made it to the top four deserve to win.
Arsenal are betting on the Champions League, given that they are 12 points behind leading Liverpool in the English Premier League and have played one more match. PSG are 23 points off the lead in the French Ligue 1, and can safely focus on the Champions League. Interestingly, Arsenal already played PSG in the second round of the tournament’s group stage and won 2-0.
The game between Barcelona and Inter looks particularly interesting. It is a rematch of the 2010 semi-final, when Inter eventually won the Champions League trophy. The teams approach the game as leaders of the championships—Spain and Italy. Barcelona’s best striker, Robert Lewandowski, will miss the first game – he is out for about three weeks due to injury.
The upcoming Champions League matches will be a powerful boost for the participants of the Golden Boomerang Awards. It is not only a chance to win a special prize, but also an opportunity to improve their positions in the sports leaderboard.
Join the Golden Boomerang Awards 2025
About Boomerang
Boomerang Partners is a rapidly growing global brand offering a wide range of services. Boomerang is the Official Regional Betting Partner of AC Milan and collaborates with women’s football star and influencer Alisha Lehmann. In 2024, it launched the inaugural Golden Boomerang Awards 2024, the first annual global affiliate tournament. Boomerang Partners’ betting segment surged 5x, and gambling — 2x in 2024. Its affiliate program demonstrated a 120% increase in partners, and the number of sports betting offers surged more than 6 times. Six new products were launched by Boomerang in 2024, which contributed to an almost 1.5-fold increase in product users.
Boomerang’s portfolio contains 15+ gambling brands, including sportsbooks. They cover over 35 GEOs and offer a wide range of betting options with favorable odds. These products provide personalized bonuses and 24/7 multilingual support.
The post Golden Boomerang Awards 2025 has launched a special competition for the Champions League semi-finals appeared first on European Gaming Industry News.
7777 gaming, a leading B2B casino games provider, has officially received certification for its innovative gaming content in Colombia, marking a significant milestone in the company’s global expansion.
With this certification, Colombian players and operators can access 7777 gaming’s exclusive portfolio, featuring some of its most engaging and high-performing titles, including Crazy 100 Bucks, Barbarian, Candy Anyways, Devil’s Deal Soul for Sale, and Club Mr. Luck. These games, known for their immersive gameplay and cutting-edge mechanics, are designed to elevate the online casino experience and drive higher engagement.
“As part of our commitment to expanding into regulated markets, obtaining certification in Colombia is a key step toward offering premium entertainment experiences to local players. Our certified games incorporate some of the most in-demand features, ensuring both excitement and rewarding gameplay,” said Asya Raykova, Partnership Manager at 7777 gaming.
7777 gaming’s certified games package includes some of the most sought-after features in the industry, such as:
- MULTIPLIERS – A variety of multipliers that boost rewards and enhance excitement.
- FREE SPINS – Special symbols that trigger a set number of free spins.
- BONUS GAME – Uniquely crafted bonus rounds that provide extra gameplay opportunities.
- BUY BONUS – Allows players to purchase direct access to bonus features.
- GAMBLE – Enables players to risk their winnings for a chance to multiply them.
- DOUBLE CHANCE – Doubles the odds of triggering a bonus feature.
- EXPANDING REELS – Increases the number of symbols/reels, adding greater winning potential.
7777 gaming continues to expand its presence in regulated markets worldwide, bringing innovative and high-quality gaming content to new audiences. With this latest milestone in Colombia, the company is solidifying its reputation as a trusted partner for operators looking to enhance their casino offerings with next-generation gaming experiences.
About 7777 gaming:
7777 gaming is an innovative and data-driven B2B igaming provider, founded in 2020 with the mission to revolutionize and challenge the status quo in the industry by offering 360-degree platform, state-of-the-art online casino games, iLottery, Jackpot, and marketing solutions, draw-based games, scratch cards, and much more.
The product is built by a dedicated team of visionaries with over 20 years of experience. The games and the RNG are tested and compliant in several highly regulated jurisdictions worldwide. Besides, the company achieved and maintained ISO 27001 certification. 7777 gaming holds a gambling license in Bulgaria and Romania and an MGA Certificate to provide its online casino games to these markets.
7777 gaming is already partnering with the leading aggregators and platform providers in the igaming industry.
The post 7777 gaming secures certification in Colombia appeared first on European Gaming Industry News.
Stake, the world’s largest online casino, today announced the launch of Stake Engine — a next-generation Remote Gaming Server (RGS) built to give developers the tools, infrastructure, and audience they need to succeed on their terms.
Backed by the technology behind 300 billion bets and a global community of over 20 million players, Stake Engine offers an instant path to revenue with full end-to-end game development tools and the most developer-friendly commercial model in iGaming: 10% GGR (Gross Gaming Revenue), paid monthly.
Whether you’re an indie creator or a full-scale studio, Stake Engine offers everything you need to build, deploy, and grow games on your terms.
Studios are already winning.
Over the past 12 months, games built on Stake Engine have generated $3.31 billion in turnover. In the most recent quarter, three titles ranked among Stake’s top 50 games by total bets: Massive Studio’s Jawsome at #17, Serpentina at #23, and Twist’s Samurai Dogs Unleashed at #25.
Who can build?
Any developer. From math devs and indie studios to full-stack teams, if you can design and deliver engaging games, you’re welcome here.
What can you build?
Anything your imagination allows. Slots, wheel mechanics, card-based logic, original IP, Stake Engine has no templates, no restrictions, and no gatekeeping. If it plays well and meets our standards, you can build it, launch it, and own it.
Why build on Stake Engine?
Stake Engine gives developers everything they need to launch faster, without the barriers that slow down traditional game development.
No need to build your own infrastructure, negotiate publisher deals, or spend months integrating with legacy Remote Gaming Servers (RGS). With Stake Engine, you can go from idea to live game in days.
Stake handles the infrastructure, distribution, and visibility, so you can focus on what matters: building great games. There’s no pitching, no storefront politics, and no delays.
Behind the scenes, Stake Engine powers everything with a full front-end SDK, integrated math engine, balancing toolkit, and real-time analytics dashboard — putting real performance data at your fingertips.
And once your game goes live, you get paid monthly, with 10% GGR royalties and zero lockups.
Proven at Scale
-
Over 300 billion bets placed on Stake
-
10 billion monthly wagers processed
- Stake is behind 4% of global Bitcoin transactions
Capable of handling 1 million+ bets per secondStake Engine: Key Features
-
Stake Engine delivers unmatched scale and performance, supporting over 1 million bets per second and powered by the same infrastructure behind the world’s most popular crypto casino.
-
It offers a full end-to-end developer stack, including a front-end framework, integrated math engine, and balancing toolkit — everything needed to build rich, interactive games quickly and at scale.
-
Developers have complete creative freedom with no templates or restrictions. Build any game, upload it, and launch directly to Stake’s global audience.
-
Instant deployment tools allow developers to upload, test, and go live in minutes, with full versioning and real-time testing capabilities.
-
Stake Engine provides transparent analytics, offering real-time insights into game performance across players, markets, and engagement cohorts.
-
It features an industry-leading commercial model with 10% GGR perpetual royalties — the most aggressive terms in gaming, paid monthly without delays or hidden fees.
-
Stake Engine is built by developers, for developers. Created by the engineers behind some of iGaming’s top studios, it is focused on speed, control, and fixing everything broken about legacy game launch processes.
-
Stake also handles all positioning, marketing, and growth — giving developers full visibility and freeing them to focus purely on building great games.
Brais Pena, Chief Strategy Officer at Easygo, the technology powerhouse behind Stake, said: “Stake Engine is built for creators, with speed, freedom, and scale baked in.”
“Stake Engine is more than just infrastructure, it’s a launchpad for the next generation of iGaming creators. We’ve taken everything we’ve learned building the world’s most popular online casino and packaged it into a platform that removes barriers, unlocks creativity, and delivers scale from day one.”
“Stake Engine is what happens when the biggest operator in iGaming builds for the builders. It’s not just a platform. It’s our commitment to the next generation of game creators.”
The post Stake unveils new Stake Engine: Build. Launch. Earn. The Engine Is Yours appeared first on European Gaming Industry News.
Golden Boomerang Awards 2025 has launched a special competition for the Champions League semi-finals
7777 gaming secures certification in Colombia
Stake unveils new Stake Engine: Build. Launch. Earn. The Engine Is Yours
Lucky fan bags £25,000 thanks to Midnite as Mark Allen hits 147 at 2025 World Snooker Championship
Step into the spotlight and chase the Big Bucks! With BTG’s Big Bucks Deluxe
Gamzix gains data-driven marketing advantage with First Look Games partnership
Mindway AI Partners with Hommerson Amusement to Enhance Player Protection with GameScanner
GIANTX wins Madrid’s heart during a historic weekend for European esports
Team Vitality crowned Champions of Intel Extreme Masters Melbourne 2025, securing the ESL Grand Slam
Vlad-Cristian Soare Appointed as the New President of Romania’s Gambling Authority (ONJN)
-
Latest News3 months agoIndia’s Biggest Gamers, Including Techno Gamerz, GamerFleet & Mythpat – battle at PlayGalaxy Cup 3.0
-
Latest News3 months agoSportradar’s Alpha Odds Receives Dual Honors at European iGaming Awards 2025
-
Latest News3 months ago
Fall in Love with Nature’s Greatest Romantics This Valentine’s Day at Springbok Casino and Claim 25 Free Spins
-
Latest News3 months agoSwintt secured ISO 27001: 2022 certification
-
Latest News2 weeks agoExclusive Q&A With Bar Konson, Chief Business Development Officer at NuxGame
-
Latest News3 days agoWeek 17/2025 slot games releases
-
Latest News4 weeks ago
SARA TENDULKAR JOINS JETSYNTHESYS’ GLOBAL E-CRICKET PREMIER LEAGUE AS MUMBAI FRANCHISE OWNER FOR SEASON 2
-
Latest News4 days agoFortuna Partners with 2025 UEFA Under-21 EURO
You must be logged in to post a comment Login