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
G2 and Logitech G Team Up for Logitech G PLAY 2025: A Celebration of Breakthrough Moments and Women in Esports
G2 Esports and Logitech G join forces for Logitech G PLAY 2025, Logitech G’s annual flagship event, set to take place on September 17 at 18:45 CEST. This year’s event celebrates Breakthrough Moments in play, and highlights the importance of diversity, inclusion, and empowerment in esports and gaming.
The event kicks off with a Logitech G Keynote, broadcast on YouTube via @LogitechG, and sets the tone for the evening highlighting new products, new designs and innovations for gamers, and the future of esports.
Following the Keynote, G2 will host a panel featuring leading women in the industry, and will dive into the defining breakthrough moments that have shaped these women’s careers, as well as the broader challenges and opportunities for women in esports.
- Laure Valée – On-Air Talent
- Athena “Kitty” Jiang – Influencer and content creator
- Michaela “mimi” Lintrup – Professional VALORANT player and G2 Gozen captain
- Petra “Petra” Stoker – Professional VALORANT player for G2 Gozen
- Hosted by ChelseaBytes – G2 content creator and advocate for diversity in gaming
The panel will be broadcast from the G2 HQ in Berlin on mimi’s Twitch channel – mimimimichaela, and feature a Q&A from the live audience. If you’re local to Berlin and would like to attend, let us know and we can add you to the guestlist.
Event Details:
- Date: Wednesday 17 September
- Time: 18:45 CEST
- Location: Berlin @ G2 HQ, online mimimimichaela, and keynote via @LogitechG
- Agenda: Logitech G Keynote, G2 Panel
The post G2 and Logitech G Team Up for Logitech G PLAY 2025: A Celebration of Breakthrough Moments and Women in Esports appeared first on European Gaming Industry News.
Welcome to our weekly roundup of American gambling news again! Here, we are going through the weekly highlights of the American gambling industry which include the latest news and new partnerships. Read on and get updated.
Latest News
IGT announced that its much-anticipated Wheel of Fortune Big Money Spin electronic table game (ETG) recently made its world debut at Downtown Grand Casino in Las Vegas, Nev. The vibrant standalone ETG game includes many of the attributes that have propelled the success of the Wheel of Fortune slots franchise for nearly three decades including word puzzles, wheel spins and exciting jackpot rewards. The game is accompanied by an attention-grabbing, 9-plus-feet upright video wheel that stands independent of the ETG terminals and entertains casino guests with the famous “WHEEL-OF-FORTUNE!” chant.
MGM Resorts International has announced that Corey Sanders, Chief Operating Officer, will retire from the company after more than 30 years of dedicated service and leadership. Sanders has agreed to remain COO through Dec. 31, 2025, and to serve as an advisor to the President and CEO through Dec. 31, 2026. The Company intends to name a new COO to serve as Sanders’ successor later this month. Sanders is currently MGM Resorts’ Chief Operating Officer, overseeing the company’s Las Vegas and regional properties as well as multiple corporate departments, including Hospitality, Gaming, Human Resources and Strategic Initiatives. Prior to that, he served as the company’s Chief Financial Officer and Treasurer.
Members of Kletsel Dehe Wintun Nation, the Sherwood Valley Rancheria of Pomo Indians, the Mechoopda Indian Tribe of Chico Rancheria and Big Lagoon Rancheria gathered outside the State Capitol in Sacramento to protest Assembly Bill 831 (AB 831). If passed, the bill would limit economic opportunities available to less wealthy tribes in the state by banning legitimate online social games using sweepstakes promotions. It would also eliminate more than $1 billion of existing economic activity generated by the industry in California, and close off a potential new revenue source for the state via sensible, modern regulation and taxation.
Partnerships
Genius Sports Limited has expanded its long-term partnership with Hard Rock Bet Sportsbook (Hard Rock Bet) to power the top-rated platform with its market-leading official data, trading and marketing solutions, as well as its ground-breaking BetVision product. Genius Sports has worked in partnership with the leading operator since 2021, providing the highest quality official data and pinpoint trading solutions across top tier leagues globally, including the Premier League, Serie A, European Leagues, Liga MX, NFL and more. Hard Rock Bet will be able to provide its customers with Genius Sports’ first-of-its-kind BetVision low latency streaming solution.
Quick Custom Intelligence (QCI), a leading provider of data-driven casino intelligence and player engagement platforms, has announced that Dania Beach Casino is continuing to benefit from its deployment of the QCI Nimble platform. While the property currently focuses on the QCI Host and QCI Marketing modules, it has expressed enthusiasm about the capabilities of the new AGI56 release and its impact on future customer engagement strategies. AGI56 represents the most ambitious release in QCI’s history, with the platform undergoing a full refresh of its technology stack, improved integration of advanced analytics, and the introduction of generative AI-driven tooling through Chatalytics.com. QCI’s platform is currently deployed in more than 350 casinos worldwide.
The post Gaming Americas Weekly Roundup – September 8-15 appeared first on European Gaming Industry News.
The iGaming industry is one of the fastest-changing landscapes in the world. New technologies, shifting regulations, and evolving player expectations create both challenges and enormous opportunities. In this environment, only those who dare to innovate, adapt, and partner wisely are able to thrive.
One company that embodies this journey is Stellar Bets — an ambitious software provider that began in Africa and is now preparing to reshape the future of retail betting in Europe. Our story is not just about creating games. It’s about building a complete ecosystem for operators, affiliates, and entrepreneurs — and opening doors for long-term partnerships across continents.
🌍 Humble Beginnings, Bold Vision
When we entered the African market, the industry was already crowded with solutions. Many thought there was little room left for innovation. But we believed otherwise.
From the start, we knew the secret to success wasn’t just about building games — it was about designing ecosystems. Operators needed more than entertainment; they needed reliable tools, sustainable margins, and technology that would support them in real conditions — including low internet speeds, limited hardware, and highly competitive retail environments.
Our first big step was the launch of Stellar Rocket, a crash game that quickly captured the imagination of African players. With stunning visuals, a dynamic multiplier, and an innovative balance between player wins and operator profitability, it became much more than just a game — it became a movement.
Within months, betting shops from Nigeria to Kenya were reporting higher engagement, stronger retention, and more stable revenue. The success of Stellar Rocket proved that innovation could transform even the most traditional retail setups.
📈 Growth Backed by Numbers
Success stories are powerful, but in iGaming the numbers matter most.
- In 2024–2025, Stellar Bets expanded into more than 15 African countries.
- Successfully achieved the ideal balance between player satisfaction and operator profitability with our Next-Gen RTP System.
- Operators reported 30–45% revenue growth after integrating our solutions.
This growth wasn’t accidental. It came from a deep commitment to R&D, continuous improvement, and a philosophy that sees technology as a service to both operators and players.
And here’s the key: we didn’t just help operators earn more — we also made sure players enjoyed fairer, more exciting experiences. In a market where achieving both can be challenging, this balance clearly sets Stellar Bets apart.
🎮 Beyond Games: Building an Ecosystem
The heart of Stellar Bets has always been innovation, but we quickly realized that individual games are not enough. Operators need comprehensive solutions to scale their business.
That’s why we built an ecosystem:
- Stellar Box — a plug-and-play solution that allows operators to deploy instantly.
- Stellar Kiosk — an all-in-one machine with built-in computer and receipt printer.
- Cloud-based admin tools — for user management, analytics, and cashier control.
- Proprietary hardware — designed for stable operation even in areas with low bandwidth.
- AI-powered RTP engine — balancing fairness for players and profits for operators.
And perhaps the most groundbreaking innovation of all — HomePlay.
📱 HomePlay: Bridging Offline and Online
Retail betting shops are still the heartbeat of many markets. But until recently, their biggest limitation was the number of physical terminals. Only so many customers could play at the same time.
With HomePlay, we changed that forever.
This breakthrough technology transforms every smartphone inside a betting shop into a personal gaming station. Customers join live Stellar Rocket sessions using their own devices, while the cashier desk continues to handle all deposits and withdrawals.
✅ No waiting lines.
✅ No need for extra hardware.
✅ Every customer becomes an active participant.
✅ Revenue per square meter grows exponentially.
In essence, HomePlay gave new life to retail betting, transforming it from a simple place to play into a vibrant community where thousands of players share emotions and experiences — while providing operators with a scalable, compliant, and seamlessly integrated tool.
For many partners, this feature alone was a game-changer — and it’s one of the clearest examples of how Stellar Bets delivers innovation designed for real-world business impact.
💡 The Secret Behind Our Success
One question we often get is: how can a startup compete with legacy companies in the iGaming space?
The answer is simple — being a startup is our biggest advantage.
🔹 Agility over bureaucracy — We test, pivot, and bring innovations to market quickly, while larger companies get stuck in long decision-making cycles.
🔹 Innovation in our DNA — We don’t just rely on proven models. We experiment, take risks, and introduce features that others are too slow to try.
🔹 Closer to the player — Our teams listen, analyze, and adapt in real time, creating products that reflect what players actually want.
🔹 Growth mindset — Every market matters. Every operator matters. Every affiliate matters. For us, every partnership is a chance to grow together.
🔹 Constant rapid development — We continuously expand our product portfolio, scale operations, and evolve to meet the needs of new markets.
But above all, we recognize the importance of technological excellence — investing in R&D, proprietary hardware, and resilient software that deliver security, stability, and reliability for both operators and players. It’s this mindset that has powered Stellar Bets from a small startup into one of the most recognized software providers in Africa.
🤝 Reshaping the Future of iGaming Together
After building a strong foundation across Africa, we are now preparing for the next chapter — entering the European market. We see great potential in several EU countries where many operators still depend on outdated systems and solutions.
Our goal is not just to expand, but to bring real value: technology that has proven itself in highly competitive retail environments, tools that balance innovation with compliance, and products that boost both player satisfaction and operator revenue.
For us, Europe is an opportunity to share what we’ve learned, adapt to new contexts, and grow together with forward-looking partners who are ready for benefit from:
✅ A personal account manager.
✅ 24/7 technical support.
✅ Access to a constantly evolving ecosystem.
We know our success depends on the success of our partners. That’s why we treat every collaboration as a joint venture — where both sides grow together.
And here’s our invitation: if you are looking for an iGaming software partner who delivers not just games, but full-scale solutions designed for growth — Stellar Bets is ready to work with you. Let’s reshape the future of iGaming — together.
📩 Contact us: [email protected]
🌐 Visit: stellar-bets.com
💼 LinkedIn: Stellar Bets
The post 🚀 Stellar Soft: From Africa’s Betting Shops to the Future of Global iGaming appeared first on European Gaming Industry News.
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