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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
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SolutionsHub opens Dublin office to support iGaming clients entering new €8bn market
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Expansion comes as Ireland rolls out new gambling regulatory framework, with industry valued at over €8 billion annually
SolutionsHub, a trusted provider of regulatory and operational solutions for the iGaming sector, has announced the opening of a new office in Dublin to support clients entering the Irish market as the country implements its new gambling regime.
The Gambling Regulation Act 2024, which established the Gambling Regulatory Authority of Ireland (GRAI) earlier this year, represents the most significant change to gambling oversight in the country in decades. Full licensing enforcement is scheduled for mid-2026, transforming a market currently valued at more than €8 billion annually and positioning Ireland as one of Europe’s most closely watched iGaming jurisdictions.
SolutionsHub’s new Dublin office provides a local base to assist existing clients and international operators seeking Irish or wider EU licences, positioning the firm at the centre of one of the world’s most dynamic technology and financial services hubs.
As part of the application process, the GRAI will conduct a risk-based review of the applicant’s suitability. Applicants must demonstrate sound governance practices, financial health, and compliance frameworks, such as anti-money laundering, responsible gambling, and risk management. Additional requirements include disclosures of beneficial ownership, tax clearance, any criminal history and/or previous regulatory action. SolutionHub’s presence will bolster all operator applications with in-the-market guidance and support.
“With the Gambling Regulation Act now in effect and enforcement deadlines approaching, demand for expert support is at an all-time high,” said Lee Hills, CEO of SolutionsHub.
“Several of our clients are already preparing to apply for Irish licences, and our new Dublin office ensures they have direct, on-the-ground guidance to meet the requirements and enter the market with confidence.”
SolutionsHub is recognised for securing first-of-their-kind approvals in iGaming, fintech, and blockchain, and for guiding companies through complex regulatory lifecycles in multiple jurisdictions. Unlike traditional consultants, the firm supports clients from initial licence applications through to long-term compliance and operational success.
“Dublin is already a global centre for technology and financial services, and Ireland is now set to become one of Europe’s most important regulated iGaming markets,” said James O’Kelly, Head of Corporate Development at SolutionsHub. “By establishing a permanent base here, we can work more closely with clients and partners, while also building our local team to support long-term growth, innovation and job creation under Ireland’s new gambling framework.”
SolutionsHub continues to be a trusted authority in licensing, compliance, and operational support. The firm’s Irish office positions it at the forefront of a new era for the country’s gambling sector, helping operators capitalise on growth opportunities while ensuring robust compliance.
The post SolutionsHub opens Dublin office to support iGaming clients entering new €8bn market appeared first on European Gaming Industry News.
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C-Suite Product Engineering Appointment at Bede Gaming
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Bede Gaming has announced a new leader in its Executive team with the appointment of Andrew Humphreys as Chief Product Engineering Officer.
Humphreys brings 16 years of experience in software engineering, with specialised expertise in end-to-end solutions and player experience. With a valuable customer-minded technical perspective, this addition to the platform provider’s seniormost team demonstrates a dedication to innovative UX in Bede’s product strategy.
An internal promotion, Humphreys climbed the ranks at Bede from a front-end developer and solution architect, progressing on through several positions of leadership and making a significant contribution to many of Bede’s key achievements along the way. As one of its longstanding employees, Humphreys has grown professionally with Bede, influencing its long-term strategic direction and witnessing firsthand the company’s transformational growth from start-up to a market-leading, international full-service platform provider.
Most recently, as Head of Product Engineering and a core member of the company’s senior leadership, Humphreys has led on product and technical solutions for customer projects, forward-thinking roadmap development, and introducing a performance-focused development culture throughout Bede’s product engineering teams.
This experience and tenure within Bede’s engineering department have positioned Humphreys for the newly created C-level position, in which he will retain responsibility for the continued delivery of high-quality products and features for the platform, including player account management, player engagement and front-end web & app.
“I’m thrilled to welcome Andrew to the Executive team. He has already demonstrated exemplary leadership and strategic thinking in managing our product development workstreams,” said Colin Cole-Johnson, Bede Chief Executive Officer. “Andrew has a keen eye for measurement, optimisation and continuous improvement that I’m sure will take our product engineering functions from strength to strength.”
“This promotion is an exciting step forward in my career, and one of many highlights that I have enjoyed during my time at Bede. As an engineering leader, I aspire to bridge the gap between our customers and our development teams. By fostering these relationships, we have delivered cross-functional, end-to-end solutions to an exceptional standard. I’m passionate about what we’ve built so far at Bede, and I’m excited to continue innovating with such a talented, dedicated team. I couldn’t see myself working anywhere else.” Humphreys said.
The introduction of the new Product Engineering C-Suite position comes as Bede’s Chief Operating Officer Paul Dinning announces his retirement at the end of 2025, after 9 years with the company.
The post C-Suite Product Engineering Appointment at Bede Gaming appeared first on European Gaming Industry News.
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iGaming Wise Officially Rebrands to Wise Connections
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Following two years operating as iGaming Wise, and more than three years previously as Affluck, the company is entering a new chapter under its new name: Wise Connections.
The rebrand reflects the company’s continued evolution and its commitment to delivering clear value, stronger matchmaking, and more direct, effective connections for partners across the iGaming sector.
Wise Connections is built on a simple idea: quality beats quantity. Instead of pushing generic introductions or relying on outdated directories, the platform focuses on personal, vetted, and direct connections. Every introduction is made manually through trusted channels like Telegram, LinkedIn, or email, ensuring that both sides meet with full context, purpose, and confidence.
The core services remain the same: Marketing & PR, Consulting, Affiliate Management, but they are now tied together under a stronger single identity. And the biggest focus moving forward is the B2B Matchmaking, which has already proven to be one of the most effective ways to help operators, providers, affiliates, and service companies expand into the right markets.
Founder & CEO Gjorgje Ristikj describes the change as a natural step in the company’s growth: “We wanted a name that reflects what we really do. We connect companies with people who matter, and we do it the right way, personally, transparently, and with purpose.”
Wise Connections is not just a new name, it’s a clearer direction. A more structured approach. And a stronger commitment to building long-term partnerships that actually move businesses forward.
The post iGaming Wise Officially Rebrands to Wise Connections appeared first on European Gaming Industry News.
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