How to leverage influencers in the iGaming industry

May 1, 2024 — Pavle Sarcevic

The iGaming industry is one of the fastest-growing sectors globally, with a projected market value of over $127 billion by 2027. With such fierce competition, standing out can be a challenge. One highly effective strategy to boost your brand’s visibility is to partner with influencers. But how can you make sure that your influencer campaigns are optimized for success? Let’s dive into how you can leverage influencers in the iGaming space and how Blask’s AI-powered tools can give you the edge.

Why influencers are crucial in iGaming

Influencers can build trust, engage audiences, and help create excitement around your iGaming brand. Here's why they matter:

Trust:
Players are more likely to trust a brand endorsed by someone they follow and admire.
Reach:
Influencers can introduce your brand to a new audience that might not find it otherwise.
Engagement:
Gaming influencers create interactive and engaging content, driving players to your platform.

Table 1: Benefits of Influencers in iGaming

Benefit	Explanation
Builds Trust	Influencers lend their credibility, making players more inclined to trust your brand.
Expands Audience Reach	Access to new followers and potential players who might not know about your brand.
Generates Engagement	Influencers encourage interactive participation, driving players to try out your platform.

Step-by-step guide to leveraging influencers

1. Identify the right influencers

Not all influencers are the same. For iGaming, you need influencers who:

Have an established presence in the gaming or entertainment industry.
Align with your brand values and resonate with your target audience.
Have a high engagement rate, not just a large follower count.

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Blask’s advantage:
Blask Index metric can help you identify trending markets to search key influencers within those spaces. Use search data to pinpoint influencers in growing markets and track audience engagement.

Blask Index explained: forecasting iGaming market trends

2. Measure performance with data

Evaluating the effectiveness of influencer campaigns is critical. You need to go beyond vanity metrics (likes and comments) and measure real impacts like player acquisition, retention, and revenue growth.

Blask Index: This mrtric allows you to see the real growth in interest for your brand in a specific market with hourly granularity. By monitoring the Blask Index before, during, and after an influencer campaign, you can track the immediate impact on brand awareness and interest. This hour-by-hour view enables you to pinpoint exactly when your influencer's content goes live and measure the resulting spike in market interest, providing a clear picture of your influencer marketing campaign's effectiveness in real-time.

Blask Index for India (entire and compared mode)

Estimated First-Time Deposits (eFTD): Blask’s eFTD metric helps measure how many new players signed up after an influencer campaign. By comparing eFTD figures before and after the campaign, you can directly assess its success.
Estimated Gross Gaming Revenue (eGGR): Track how influencer campaigns translate into actual revenue through Blask’s eGGR metric. You’ll know how much your campaigns contribute to the bottom line.

Key metrics for evaluating influencer campaigns

Metric	What It Measures	Why It’s Important
Blask Index	Real-time interest in your brand with hourly granularity.	Enables real-time monitoring of campaign impact on brand awareness, providing immediate insights into influencer promotion effectiveness.
eFTD (Estimated First-Time Deposits)	New players signing up after an influencer promotion.	Measures player acquisition driven by influencers.
eGGR (Estimated Gross Gaming Revenue)	Total revenue generated post-campaign based on new and existing player activity.	Tracks how much revenue influencer-driven players contribute.
Relative Market Share	Brand’s share of the iGaming market relative to competitors.	Helps you understand how campaigns boost your overall market position.

3. Craft authentic and engaging content

It’s essential that influencer content feels genuine and aligned with both their audience and your brand. Players in the iGaming community are quick to spot disingenuous or overly promotional posts. Work closely with influencers to create content that feels natural and engaging.

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Tip:
Monitor your competitors to see what’s working for them. Blask’s Relative Market Share feature enables you to compare your performance against direct competitors. You can see whether your influencers are driving more traffic and conversions than your competition’s.

4. Optimize and scale with data-driven insights

Once you've launched an influencer campaign, it's not time to sit back just yet. Regularly assess performance using Blask’s real-time insights:

YoY and MoM Growth: Monitor Year-over-Year (YoY) and Month-over-Month (MoM) metrics to track how influencer campaigns drive sustained growth. These metrics help you assess long-term success.
Benchmark Performance: With Blask’s tools, compare the effectiveness of your campaigns to your industry peers. By analyzing data such as eGGR and eFTD alongside competitors, you can refine your strategy for future campaigns.

Tools to optimize influencer campaigns with Blask

Blask Tool	Functionality	How It Helps
Blask Index	Tracks real-time market volume and brand search trends.	Helps identify trending markets and opportunities for influencer campaigns.
eFTD & eGGR	Provides estimates of first-time deposits and gross gaming revenue based on AI models.	Directly measures the impact of influencer campaigns on revenue and player sign-ups.
Relative Market Share	Shows your brand's share of the iGaming market compared to competitors.	Helps assess whether your influencer strategy is improving market positioning.

Case study: maximizing player acquisition with influencers

Let's say you’re an iGaming operator in India looking to partner with a popular gaming influencer. You begin by using Blask Index to identify regions where player interest is growing. After launching the campaign, you track the eFTD and see a 15% increase in first-time deposits within the first month. With eGGR, you notice that your influencer-driven players are contributing significantly to your revenue growth.

By comparing these results to your competitor’s performance using Relative Market Share, you can confidently conclude that your influencer campaign is outpacing theirs. Armed with these insights, you can replicate successful tactics in other regions.

The future of influencer marketing in iGaming

The iGaming industry is dynamic, and staying ahead of the curve requires innovation. Influencers will continue to play a pivotal role in brand building and player acquisition. However, to truly harness their power, you need data-driven insights to guide your decisions.

With Blask’s suite of AI-driven tools, you’ll have the analytics needed to identify the right influencers, measure campaign performance, and optimize strategies to outpace your competition.

Key takeaways:

Partnering with influencers is a powerful way to build trust, expand reach, and generate player engagement in the iGaming space.
Use Blask’s tools like the Blask Index, eFTD, eGGR, and Relative Market Share to track and optimize influencer campaigns.
Regularly analyze your data to ensure long-term growth and stay ahead of competitors.

Would you like to see how Blask can transform your influencer marketing efforts? Contact us today to get started!