Latest News
Maximizing ROI in iGaming: A Deep Dive into Non-Standard Geo-Targeting Through Influencer Marketing (Part 2/2)
Previously, we have discussed how iGaming brands benefit from influencers, what the peculiarities of the iGaming industry and marketing are, and the differences between promoting iGaming products and services in countries from three different tiers. Now, let’s see how you can use the similarities and differences of the tiers to your profit when managing influencer marketing campaigns for iGaming brands.
Identifying Tier-2 Markets with Tier-1 Potential: A Language-Based Approach
In influencer marketing, targeting is often based on language. For instance, India and the USA both have English-speaking audiences, including influencers from India who create content in English, appealing to a broad audience.
Case Study: Brazilian/Portuguese Markets Dynamics
Brazil’s iGaming market boom is attributed not only to its government and influencers’ loyalty to iGaming brands but also to the Portuguese language. This language factor connects Brazil to Portugal, a more expensive market.
Here’s how to use strategic focus on linguistics for cost-effectiveness. By engaging Brazilian influencers at local rates, brands can effectively reach the Portuguese audience. The key is focusing on influencers whose content statistics show a significant following in Portugal. This approach allows for tapping into a Tier-1 audience (Portugal) at a Tier-2 cost (Brazil). For instance, CPM (cost per mile) in Portugal is at least $20 on average, while in Brazil it may be around $5-7.
Case Study: Leveraging the Moroccan Market to Reach the French Audience
Morocco, with its French-speaking audience, presents yet another unique opportunity. In France, strict regulations make promoting gambling especially challenging. However, Moroccan influencers who create content in French can inadvertently capture the attention of the French audience.
By partnering with French-speaking influencers in Morocco, brands can effectively reach potential customers in France. This approach allows tapping into a more regulated and expensive market (France) through a less regulated and more affordable channel (Morocco).
By understanding and leveraging the shared languages across different markets, iGaming businesses can identify Tier-2 markets with the potential to effectively reach Tier-1 audiences. This strategy offers a cost-effective way to expand reach and influence, particularly in linguistically connected regions.
Quick Tips for Choosing the Right Influencers to Bridge Geo-Cultural Gaps
- Universal Content: Pick influencers who create content that appeals globally, not just locally. Look for themes or stories that resonate across borders.
- European Collaborations: Favor influencers who have teamed up with European influencers, indicating their ability to connect with diverse audiences.
- Brand Partnerships: Choose influencers experienced in working with well-known brands or competitors, showing their capability to handle professional and broad-reaching collaborations.
- Language Skills: Opt for influencers fluent in multiple languages or those who use a widely understood language like English to widen their audience reach.
- Cultural Sensitivity: Ensure the influencers are culturally aware and inclusive, key for appealing to and respecting diverse audiences.
- Diverse Audience Base: Check if their followers are globally distributed, suggesting a wider appeal beyond their immediate region.
- Consistent Quality: High-quality, aesthetically pleasing content often transcends cultural boundaries, making it appealing to a wider audience.
Crafting Geo-Targeted Content
When presenting your iGaming service or product – globally or not, for Tier-1 or Tier-2 countries – you have to do it with taste, making sure the quality of the presentation is high. Also it’s crucial to adapt and trust local expertise:
- Valuing Influencer Insights: Embrace the knowledge of local influencers. If they have already established a Tier-1 audience, it’s a sign they know what works. Trust their recommendations to tailor your product’s presentation effectively in their region.
- Leveraging Language for Broader Reach: If your brand is available in French, capitalize on this. You can target all French-speaking countries, leveraging the common language to connect with a diverse but linguistically unified audience. This approach broadens your reach while maintaining message consistency.
Measuring Success
KPIs (Key Performance Indicators) are crucial in influencer marketing as they provide insights into campaign performance, including audience engagement, brand awareness, website traffic, lead generation, sales, and ROI. Setting and measuring KPIs are essential for understanding the success of influencer marketing campaigns and making data-driven decisions. You have to select KPIs based on specific campaign goals (e.g., brand awareness, traffic, sales). Focus on a few critical KPIs that reflect your objectives for clarity and effectiveness.
Key Aspects of Influencer Marketing KPIs
- Engagement Metrics: Includes likes, shares, comments, saves, and mentions. High engagement indicates effective content.
- Audience Growth: Tracks increase in brand’s social media followers or subscribers post-campaign.
- Website Traffic: Monitors visitors directed to your site through campaigns, with metrics like new users, session counts, and referral traffic.
- Lead Generation and Conversion Rates: Measures potential customers acquired and the percentage of leads completing a purchase.
- CPA: The cost of acquiring a new customer through influencer-led campaigns.
- ROI: Calculates profitability, comparing campaign costs against revenue generated.
When measuring influencer marketing KPIs:
- Utilize social media analytics for engagement metrics.
- Google Analytics helps track website traffic and user behavior.
- Use affiliate links, promo codes, and UTM parameters for sales tracking.
- Compare current campaign data with historical data to assess impact.
Effectively setting and measuring KPIs is vital for the success of influencer marketing campaigns. These metrics help align strategies with business goals, optimize efforts, and maximize ROI. For expert assistance, the Famesters influencer marketing agency offers comprehensive support: we calculate the sales funnel for our clients up to the first-time deposit (FTD), go from strategy development to KPI measurement.
Author: Anna Zhukova, Team Lead (iGaming) at Famesters
Latest News
Soft2Bet releases TopBet.ro in Romania with a motorsport‑inspired identity tailored to local fans
Reading Time: 2 minutes
Soft2Bet has launched TopBet.ro, a new Romanian sportsbook designed to cater to local habits and preferences. Built with a clear focus on motorsport and match-day culture, the brand combines competitive odds and fast mobile journeys with an auto-themed identity that resonates with local fans.
From launch, TopBet.ro has been tuned to the way Romanians follow sport. Football and motorsport are front and centre, with timely markets, match-day boosts and content that reflects supporters’ weekly rituals. Romania’s proximity to major European circuits and easy short-haul travel make it a natural home for motorsport fans, and TopBet.ro responds with creative campaigns, themed missions and seasonal offers built around grand prix weekends. The same care is evident throughout the interface: clear navigation, quick bet placement, and a clean, mobile-first design.
Yoel Zuckerberg, Chief Product Officer at Soft2Bet, said: “With TopBet.ro, we set out to create a brand that feels Romanian from the first tap, then added MEGA missions and challenges that turn derby days and grand prix weekends into journeys people return to. What we prove on our own brands becomes the toolkit we offer partners, combining culturally tuned products with measurable engagement and the ability to scale with minimal integration effort.”
Brand representative from TopBet.ro commented: “TopBet.ro is designed for Romanian fans who want more from every match. Together with Soft2Bet, we built a platform that connects sport, competition, and rewards in a way that feels natural and exciting. Our goal is to give every player the chance to experience the game like a champion.”
Alongside sports, TopBet.ro offers a comprehensive casino lobby for quick breaks or a change of pace, featuring popular slots, live dealer tables, and sports-themed titles, all delivered in a mobile-first format with clear navigation and quick load times. The experience is powered by Soft2Bet’s performance-first platform, which delivers speed, stability, and smooth gameplay, along with responsible play tools tailored to local requirements. A key part of this is MEGA (Motivational Engineering Gaming Application), the engagement engine that turns play into progress through missions, challenges and quests that unlock rewards and keep sessions fresh.
The approach has already proved successful in Romania, where seasonal quests and local events are firm favourites among players. By turning everyday actions into clear milestones and rewards, MEGA lifts session depth and repeat visits, helping first-time players become long-term customers.
The post Soft2Bet releases TopBet.ro in Romania with a motorsport‑inspired identity tailored to local fans appeared first on European Gaming Industry News.
Reading Time: 2 minutes
ELA Games beckons players to step into a shadowy realm of sorcery and mystery with its newest release: Witches’ Book
Bathe in the magic as a powerful coven of three witches conjures their spells across the reels, revealing mysterious rewards and surprises. Each spin is a step toward ultimate strength, where massive riches and bubbling magic await.
The Power of the Book
In the Witches’ Book, magic shimmers in every spin. Players aim to collect enchanted pages and experience the power of each witch’s most mythical spells.
Once players gather enough enchanted pages, they complete the spellbook and choose their witch and symbol to unlock the magical Free Spins. As the witches’ power grows, every symbol has the chance to transform into a Jackpot, turning ordinary spins into powerful, enriching moments.
A medium volatility level and 94.9% RTP ensure that wins are frequent even on the base game. Additionally, multiple surprise features can arise and spread across the 5×3 reel format, making each spin a potion of excitement.
ELA Games’ Magical Touch
Witches’ Book is an enchanting embodiment of ELA Games’ philosophy regarding creative innovation and a focus on engaging gaming experiences. The games’ animations, sound design, and dynamic mechanics blend to create an atmospheric game that will have players a part of the incantation.
Marharyta Yerina, ELA Games’ Managing Director, commented on the release, “With Witches’ Book, our goal was to create a title that emphasises the visually-rich aesthetics that embody the atmosphere of the brooding festive season. Every feature and design element was meticulously crafted to keep players engaged and deliver value for our partners. Witches’ Book is an example of our development approach: leverage creativity to entertain players while driving meaningful performance results for operators.”
Discover Enchanting Riches Now
Players can dive into the mysterious world of magic and spells today, with powerful gameplay and immersive experiences.
Finish your incantation and cast a powerful, lucrative spell today.
The post ELA Games Casts Its Latest Spell with Witches’ Book appeared first on European Gaming Industry News.
Reading Time: 2 minutes
Lisbon’s streets set the pace for Season 2 of GR8 Tech’s Bet It Drives — the drive-time podcast where iGaming’s most interesting voices speak freely, in motion. Hosted by Yevhen Krazhan, Chief Sales Officer at GR8 Tech, each episode captures raw insight, candid stories, and the kind of energy you can only find on the road.
Episode 2 puts the spotlight on Tiago Pereira, Head of Portugal at LeBull.pt, the executive who helped turn a logo and a bull into one of the fastest-growing brands in Portugal’s regulated iGaming market. With more than 20 years in sports betting, affiliates, and casino operations at Placard.pt, Betano.pt, bet.pt, and Sportingbet, Tiago has led market entries, compliance frameworks, sponsorships, and full-funnel digital growth.
During the ride, Tiago opens up about:
- How he found his path and his journey from architecture and computer science to marketing.
- The history of LeBull.
- Portugal vs. Brazil: same language, different mindset: why copy-paste doesn’t work and true localization is key.
- The idea behind the LeBull Night Show, a weekly late-night comedy event.
- His failed marketing project.
- Trusting younger generations.
- His previous approach to marketing when he joined Betano in 2017.
- Why the Portuguese sports betting market relies on the casino vertical.
- The next chapter for affiliation.
- Network or Not Work: mascots, localization, and keeping support teams local.
- A small personal detail that’s still quietly visible online for those who know where to look.
- His Champion Rule: move forward with an “I need to get this done” mindset. Whatever happens, don’t stop. Stay consistent, keep moving forward, and the results will follow.
“Tiago showed us how to win a new market with discipline, curiosity, and the courage to keep moving forward,” said Krazhan.
Watch or listen to Season 2, Episode 2 with Tiago Pereira on:
Bet It Drives Season 2 kicked off with Rasmus Sojmark and keeps the pace with upcoming episodes featuring Kyrylo Korobka and Kelly Kehn. Buckle up. Lisbon’s just getting started.
The next chapter of iGaming belongs to those who play smart and play bold. Meet GR8 Tech at booth 5028-2 during SiGMA Central Europe 2025 in Rome, November 3–6, and discover the Heavyweight Rulebook built for operators ready to scale, localize, and win.
The post GR8 Tech’s Bet It Drives Hits the Portuguese Fast Lane with Tiago Pereira of LeBull.pt appeared first on European Gaming Industry News.
-
Latest News2 months ago
Light & Wonder to Participate in the 2025 Australasian Gaming Expo
-
Latest News2 months ago
ReferOn Shortlisted for Acquisition & Retention Partner of the Year at SBC Lisbon 2025
-
Latest News2 months ago
Gavin Hamilton Joins Sports & Wellbeing Analytics as Chairman to Accelerate Global Expansion
-
Latest News3 months agoDigiPlus Backs Stricter Online Gambling Regulation
-
Latest News3 months agoCEO of MEDIA24 Interviewed: Industry Scams, Business Insights and SEO
-
Latest News1 month ago
Duels for Friends in Trophy Hunter. Invite your friends and create a shared space for fun and competition.
-
Latest News2 months ago
BC.GAME Launches “Nezha” Slot with Up to 46,656 Ways to Win and 10,000x Max Payout
-
Latest News3 weeks ago
Announcement: 25th September 2025
You must be logged in to post a comment Login