From stadiums to screens: how iGaming brands turn major events into marketing gold

When the world’s eyes are on major events like the Super Bowl, FIFA World Cup, or esports championships, iGaming operators see more than just a game — they see a jackpot.

With event-based iGaming marketing strategies and targeted promotions, brands are crafting campaigns that capitalize on the excitement, driving new players and record-breaking engagement. Here’s how they’re winning big with every whistle and goal.

Unlocking the power of major events for iGaming marketing

Major events are more than just entertainment spectacles — they’re a catalyst for explosive growth in the iGaming world.

Whether it’s the Super Bowl, the FIFA World Cup, or esports championships like The International, presents a unique opportunity for iGaming operators to capture attention, drive engagement, and elevate brand visibility.

Event-based iGaming marketing campaigns turn anticipation into action, as platforms use tailored strategies to connect with millions of enthusiastic players globally.

What makes an event a prime opportunity for iGaming?

A “major event” in iGaming refers to any high-profile competition or tournament that attracts mass audiences and generates heightened betting activity.

Sports events such as the World Cup or Wimbledon are obvious contenders, but the rise of digital tournaments, like the Fortnite World Cup or Call of Duty League, has created new opportunities for esports betting and engagement.

The power of these events lies in their universal appeal and emotional resonance. Fans don’t just watch; they invest in their teams, favorite players, or outcomes, creating a perfect environment for betting promotions and campaigns.

Major sporting events provide perfect opportunities to measure and optimize campaign performance.

Blask Index, for instance, highlights how player interest spikes during key matches:

• IPL 2024 (India): The Blask Index surged to 3M during matches like Sunrisers Hyderabad vs. Chennai Super Kings and Gujarat Titans vs. Royal Challengers Bangalore. Interestingly, these weren’t opening games but mid-table encounters, proving that players are more focused on their favorite teams rather than the season’s status.

• Copa América 2024 (Brazil): During the Copa América final on July 14, the Blask Index reached 10M, reaffirming Brazil’s deep-rooted passion for football. Similar surges occurred during Brazil’s 2022 World Cup matches, where their group-stage match against Serbia drove the Blask Index to a record-breaking 10M.

• Peru’s national team qualifiers: On October 10, 2021, a critical World Cup qualifier against Bolivia drove interest to 1.5M Blask Index points. This showcases how local events involving national pride trigger notable spikes in activity.

Key iGaming marketing strategies to maximize event impact

Exclusive promotions and bonuses: turning hype into engagement

By offering bonuses, free bets, or unique incentives tied to major events, operators can transform casual spectators into active participants.

Take the FIFA World Cup 2022, where operators like Bet365 introduced “Predict and Win” contests. Players could submit match predictions for a chance to win bonuses, creating a competitive yet interactive experience.

Similarly, sportsbooks capitalized on limited-time offers like “Bet $10, Get $50” during peak matches, encouraging new signups and rewarding loyal users.

For esports events, campaigns often feature in-game rewards.

During League of Legends tournaments, platforms rolled out bet-based bonuses, allowing players to unlock exclusive content or virtual currency for accurate predictions. This strategy combines entertainment with gamification, enhancing retention while driving revenue.

Influencer and affiliate partnerships: amplifying reach

Sports and gaming personalities provide a layer of authenticity, building trust and excitement around campaigns.

During the UEFA Champions League, Betway partnered with high-profile sports YouTubers and Twitter commentators to share real-time betting odds, predictions, and special codes for their audiences.

Meanwhile, esports operators collaborated with Twitch streamers to run live betting challenges during Dota 2 tournaments, integrating calls-to-action seamlessly into gameplay commentary.

Affiliates also play a critical role, in creating event-driven content like “Top Bets for Today’s Finals” or “Winning Strategies for Esports Fans”.

These highly targeted campaigns not only drive traffic but also position iGaming brands as trusted partners during major competitions.

By combining exclusive promotions with the power of influencer and affiliate marketing, iGaming operators can dominate the digital playing field during major events.

These strategies don’t just generate buzz — they turn excitement into conversions, ensuring that when the final whistle blows, the real winners are the platforms that know how to play the game.

How to align your iGaming brand with major events

Successful campaigns are not just about promotions—they’re about storytelling, creative integration, and strategic partnerships that resonate with fans on an emotional level.

Building a strong event-related narrative

A compelling narrative is at the heart of any impactful event-driven campaign. iGaming brands that weave their offerings into the story of a major event—be it the underdog’s journey, a rivalry showdown, or a player’s record-breaking moment—create deeper emotional connections with their audience.

Take the 2022 FIFA World Cup, for instance.

Platforms crafted campaigns that mirrored the pulse of the tournament. Content like “Who Will Be This Year’s Golden Boot Winner?” or “The Road to the Finals” offered users expert analysis and betting opportunities while tying promotions to key moments.

By aligning their messaging with the natural drama of the World Cup, these brands not only attracted bettors but kept them engaged throughout the tournament.

For esports, where storytelling thrives, operators often focus on players’ journeys to elite competitions like The International.

Live-streaming partnerships and behind-the-scenes content—featuring interviews, predictions, and narratives—humanize the event, fostering loyalty and encouraging active participation.

Integrating event themes into your marketing channels

True brand alignment goes beyond standalone campaigns; it requires consistency across all touchpoints. Event themes should flow naturally through every marketing channel—website visuals, email campaigns, social media, and app experiences—creating an immersive environment for players.

During the Super Bowl, for example, sportsbook operators transformed their platforms into event hubs.

Limited-time Super Bowl graphics, themed promotions, and personalized push notifications (e.g., “Don’t Miss the Halftime Bonus Blitz!”) created urgency while reinforcing event relevance.

Social media, in particular, becomes a battleground for real-time engagement. 

During March Madness, operators ran dynamic campaigns featuring bracket challenges, live updates, and polls, encouraging fans to engage with the platform as the action unfolded.

This integration ensures iGaming brands remain part of the event conversation, keeping audiences hooked and returning for more.

Collaborations and sponsorships to boost visibility

Strategic partnerships with teams, players, and event organizers amplify an iGaming brand’s reach and credibility.

Sponsorships offer prime visibility, while collaborations with influencers or broadcasters embed the brand directly into the fan experience.

For example, Parimatch sponsored major football clubs and integrated branded visuals into live broadcasts during UEFA matches, reaching millions of viewers.

Similarly, during esports tournaments like CS:GO Majors, platforms partnered with prominent Twitch streamers who engaged viewers with exclusive promotions, shoutouts, and on-screen betting integrations.

Collaborations with media outlets also provide opportunities for thought leadership.

By offering expert insights or data-backed predictions during major events, iGaming brands position themselves as authorities in the field. 

How to measure the success of iGaming marketing during major events

Brands must analyze performance holistically, leveraging advanced tools like Blask to uncover granular insights into market activity, brand performance, and competitor movements.

Key metrics to track for event-based campaigns

During major events — like the IPL in India or the FIFA World Cup in Brazil — Blask Index serves as a crucial metric to quantify player interest and market growth in real-time. 

For example, during IPL 2024, the Blask Index in India surged to 3M during mid-table matches, showcasing the tournament’s ability to drive unprecedented spikes in engagement.

To dive deeper, here’s what brands should monitor:

• Brand-specific Blask Index: This metric pinpoints the rise in player interest for specific brands during a campaign. For example, a sportsbook might see a sharp increase in Blask Index during a major football derby, revealing its competitive standing during the event.
• Relative Market Share: Updated hourly, this metric enables brands to track their market position in real-time during events, providing immediate visibility into how their strategies compare against competitors.
• Player acquisition and deposits: Event-driven campaigns often result in spikes in first-time deposits (FTD). By correlating Blask Index data with financial metrics like eFTD and eGGR, brands can measure both engagement and revenue impact.

Analyzing post-event performance for future strategies

The post-event analysis is equally crucial for refining long-term strategies. With tools like Blask’s historical data feature, brands can correlate spikes in activity with specific events.

For example, Blask’s analysis revealed that IPL matches featuring four major teams on a single day consistently outperform opening matches, offering actionable insights for scheduling promotions.

• Historical patterns: By analyzing Blask Index trends over several years, brands can identify which sporting events — such as Copa América in Brazil — consistently drive betting activity and plan future campaigns accordingly.
• Competitor benchmarking: Use Relative Market Share data to assess campaign impact against competitors. Did a rival gain traction during the event? What marketing strategies drove their success?
• Engagement retention: A sharp post-event drop in Blask Index might indicate missed opportunities for player retention. Brands can use follow-up offers and personalized promotions to sustain engagement.

By integrating Blask's comprehensive insights with key metrics, iGaming brands can measure success, predict trends, and optimize campaigns to capitalize on major events year after year. This data-driven approach ensures strategies are not only reactive but also future-proof.