Latest News
The Pros and Cons of Influencer Marketing for Betting Platforms During Major Sports Events
The online sports betting industry is skyrocketing: according to Statista, the market revenue is predicted to reach approximately $46B in 2024, and grow up to $65.68B by 2029. This growth is driven by numerous factors, including accessibility and convenience of betting from home; shift in consumers preferences; emerging trends and technologies; female users growth; and more.
The availability of a wide range of sports events and the ease of placing bets with just a few clicks attract increasing numbers of people seeking excitement and wins. And it is obvious that major events like the UEFA Euro, Copa America, the Super Bowl, and the Olympics represent golden opportunities for betting platforms to engage with their audiences and boost deposits. These events capture the attention of millions of fans worldwide, and create a fertile ground for marketing strategies that can drive user engagement and boost platform activity. One such strategy that has gained significant traction in recent years is influencer marketing.
Influencer marketing has proven to be a powerful tool across various industries, and its impact on the betting sector is no different. 89% of marketers admit that the ROI from influencer marketing is comparable to or better than other marketing channels. By leveraging the reach and credibility of influencers, betting platforms can tap into their followers’ enthusiasm and encourage participation in betting activities.
Most betting platforms prefer to invest in influencer marketing during major sports events. However, while the benefits are significant, there are also challenges that must be navigated. In this article, Pavel Beinia, CEO & Founder of Famesters, will delve into the pros and cons of this approach, providing insights and strategies for betting platforms to maximize their marketing efforts.
The pros of influencer marketing for betting platforms
-
Engaged audience eager to bet.
Major sports events generate an immense amount of excitement and engagement among sports fans. This heightened interest creates an opportunity for betting platforms to capitalize on the attention. Influencers, with their dedicated follower base, can amplify this excitement by sharing their own enthusiasm for the events, thereby encouraging their followers to engage in betting activities. 72% of consumers trust influencers’ opinions as much as their own friends’. When influencers discuss upcoming matches, share their predictions, or highlight special bets, it resonates with their audience, making them more likely to participate.
-
User acquisition.
Influencer marketing can extend the reach of betting platforms beyond their typical audience. During major sports events, even individuals who do not regularly engage in betting might be tempted to place a wager. Influencers can appeal to these casual fans by framing betting as an integral part of enjoying the event. For example, an influencer might say, “Everyone’s placing bets on the Euro – it’s part of the fun!” This approach can draw in new users who might not have considered betting before, broadening the platform’s user base.
-
Enhanced user attraction mechanisms.
Betting platforms can leverage influencer partnerships to promote special bonuses and other promotions tied to major sports events. For instance, a platform might offer a limited-time promotion where deposits are doubled if users enter a specific promo code shared by the influencer. However, the bonus program can be enhanced further – for instance, “only for this match”, or “if you register today before midnight, you will receive not only the standard $200 deposit bonus, but also 50 free spins”. Additionally, influencers can create excitement around merchandise giveaways or exclusive event-related contests. These tactics enhance user attraction mechanisms and not only encourage to place bets but also create a sense of urgency that prompts users to act quickly to take advantage of the offers.
The cons of influencer marketing for betting platforms
-
High demand for top influencers.
One of the significant challenges of influencer marketing during major sports events is the high demand for top influencers. Influencers with large followings and strong engagement rates are often booked months in advance. This means that betting platforms planning their campaigns close to the event dates may find it difficult to secure these high-profile influencers. As a result, they might have to settle for less popular influencers who may not deliver the desired results. Moreover, last-minute planning increases the risk of relying on influencers who have suddenly become available due to cancellations, potentially compromising the quality and consistency of the campaign.
Start planning and reaching out to influencers several months before the event. This will increase the chances of securing top influencers at more reasonable rates.
-
Saturation of advertising content.
Many betting brands are taking advantage of increased audience attention during sports events and buy lots of influencer integrations. This leads to a saturation of advertising content, with numerous brands competing for the same audience. When multiple betting platforms launch similar campaigns, the audience may experience ad fatigue. This leads to decreased effectiveness of brands’ marketing efforts: ad fatigue can lead to a 30% decrease in engagement rates. This is why it is crucial for betting platforms to differentiate their campaigns and constantly vary the advertising content and messaging.
Avoid repetitive and intrusive advertising by diversifying content. Incorporate behind-the-scenes footage, live interactions, and unique storytelling to keep the audience engaged.
-
Increased rates from influencers.
The high demand for influencers during major sports events often results in increased rates. Influencers are aware that brands are competing for their endorsement and can therefore command higher fees for their services. For betting platforms, this means a higher marketing budget to secure the right influencers.
Select influencers in advance and negotiate long-term contracts that include multiple posts leading up to and during the event. By locking in agreements early, platforms can avoid last-minute price surges and ensure a more stable and predictable budget.
Conclusion
Influencer marketing is a potent strategy for betting platforms, especially during major sports events when audience engagement is at its peak. While influencer marketing during major sports events presents both opportunities and challenges, strategic planning and execution can lead to significant rewards. Betting platforms that effectively leverage the power of influencers will find themselves well-positioned to engage their audience, attract new users, and drive successful campaigns.
As you prepare for the next major sports event, consider how you can integrate influencer marketing into your strategy. Plan early, be creative, and form strategic partnerships to maximize your campaign’s impact.
Pavel Beinia, CEO & Founder of Famesters influencer marketing agency
The post The Pros and Cons of Influencer Marketing for Betting Platforms During Major Sports Events appeared first on European Gaming Industry News.
Latest News
Movers and Shakers – Beyond integration: Why system interoperability is the real game changer
“Movers and Shakers” is a dynamic monthly column dedicated to exploring the latest trends, developments, and influential voices in the iGaming industry. Powered by GameOn and supported by HIPTHER, this op-ed series delves into the key players, emerging technologies, and regulatory changes shaping the future of online gaming. Each month, industry experts offer their insights and perspectives, providing readers with in-depth analysis and thought-provoking commentary on what’s driving the iGaming world forward. Whether you’re a seasoned professional or new to the scene, “Movers and Shakers” is your go-to source for staying ahead in the rapidly evolving iGaming landscape.
Dominic Le Garsmeur (CPO) at Fincore, says integrations without a clear interoperability strategy add technical and operational debt, hampering future growth.
System integrations are hugely important for any online sportsbook or casino, adding capabilities and features to drive growth. But integrating without considering and optimising interoperability can do more harm than good by adding technical and operational debt to the business and ultimately hitting growth.
Integrating without interoperability pushes information from one system to another, but the connection itself has no intelligence. It’s a mechanical link, and the systems remain fundamentally separate, each operating with its own distinct rules. Any real understanding, like why that data was sent or what other processes it should trigger, is lost, creating data silos that are technically connected but strategically disconnected.
System interoperability provides the intelligence the connection lacks, establishing a shared operational model for the platform so all systems can act in concert. Most importantly, it creates a future-proof foundation, allowing new capabilities and features to be added with agility and confidence, turning the platform into an engine for innovation rather than a source of technical debt.
Before looking at why interoperability is more powerful than integration, and how companies can solve it, it’s important to understand how disconnects between platforms and systems occur in the first place.
Why does disconnection happen?
Operators acquire their tech stacks in different ways, but usually through a combination of building, inheriting legacy tech, acquisition and third-party providers. This often leads to platform and system silos with little to no compatibility between them.
Ultimately, disconnected systems drag down delivery and without interoperability, companies waste time reconciling platforms and tech rather than advancing forward.
Interoperability is more powerful than integration
Integration often means linking systems at a basic level, but interoperability ensures that data, logic and workflows are aligned and extensible.
It’s critical to have a strategic data layer and shared data structures that enables standardising of data representations, aligning systems at the logic level, not just the interface, and building an architecture designed to unify and extend across platforms.
In complex industries such as gaming, where tech plays such an important role in the user experience and the trust consumers have in brands, system interoperability is the only way to scale with control. In short, integration links, interoperability empowers.
Why interoperability is such a challenge in the gaming industry
Each integration is unique. Why? Because the combination of legacy systems, niche vendors and varying regulations in markets across the world means there is no blueprint for operators to follow.
Remember, most operator platforms are now decades old and were not built with modularity or openness in mind. And even those developing new platforms and systems from scratch often lack the in-house capability to design for interoperability from the get-go.
The risk of not achieving interoperability
When systems don’t interoperate, things start to fall apart. For example, delivery can grind to a halt, with every new feature launch or market entry becoming a grind. There are compliance risks, too, especially when it comes to fractured data and an increased risk of errors and audit gaps.
Then, of course, there is the poor player experience that will be provided. This could be anything from glitchy games to failed deposits and even the wrong marketing communications being sent to the wrong player cohorts.
It also impacts an operator’s ability to develop and innovate, as IT and tech become reactive rather than proactive. And in such a competitive market, this can see a brand quickly fall behind the curve.
How to solve the interoperability conundrum
Ensuring interoperability is a complex and comprehensive undertaking, but there are some high-level things operators can do.
This starts with standardising critical data flows and logic, not just the interface. Remember, a single view of data is what ensures all the platforms, systems and networks communicate with each other in the same language.
Operators should also design for change, as architecture must support long-term growth and plug-and-play modularity. In most cases, it’s best to invest in strategic partners, not just tools.
How strategic partners can help
Partners such as Fincore can provide the strategic clarity operators need, defining what interoperability looks like for them and based on their business goals. We also bring execution muscle – we don’t just design it, we build it.
The right partner also brings compliance confidence. Companies such as Fincore are highly experienced when it comes to interoperability, and everything we do stands up to regulatory scrutiny.
This can be seen in our proven track record for delivering interoperability for everything from complex migrations to global-scale game roll-outs.
A real-world example of interoperability
Fincore worked with a US-based gaming services provider whose legacy systems across its land-based venues had created silos in payments, loyalty and in-resort experiences.
The solution we proposed saw us design and deliver a digital wallet that became the unified digital layer across the physical properties. We also integrated deeply with multiple rigid legacy systems to provide secure and compliant interoperability at scale.
The result? We delivered on time, unlocked a new digital product line and created a long-term tech foundation for the company to continue to build on.
When it comes to integrations, you can always wire systems together, but if you don’t do it in the right way, you get chaos. Interoperability is about creating order within platforms and systems, which in turn allows for unlimited scaling and growth.
And that’s why interoperability is the real game-changer.
The post Movers and Shakers – Beyond integration: Why system interoperability is the real game changer appeared first on European Gaming Industry News.
London fintech Yaspa, an award-winning provider of real-time payment, account verification and intelligence solutions for the iGaming industry, has announced its partnership with VIALET, the European-licensed electronic money institution. The collaboration significantly enhances Yaspa’s payment ecosystem, providing iGaming operators and platforms across the UK and Europe with expanded access to instant, multi-currency payment solutions.
The partnership builds on VIALET’s deep experience as a European fintech, offering specialised business accounts and a full suite of payment services designed for digital businesses. For Yaspa’s customers – particularly in the high-growth iGaming sector – these accounts provide a secure, compliant way to hold and manage funds, including those deposited and withdrawn through Yaspa’s instant bank payment solutions.
The result is a powerful, integrated offering that is quickly becoming a preferred choice for operators seeking seamless, multi-currency support for real-time transactions. By combining instant pay-ins and payouts with robust business banking infrastructure, the collaboration delivers a streamlined, scalable solution for managing money across the UK and Europe.
‘A single, powerful platform’
Yaspa CEO James Neville said: “Our mission at Yaspa is to provide iGaming businesses with a single, powerful platform to manage their payments intelligently.
“Partnering with VIALET not only expands our instant payment capabilities across Europe, but also reinforces our commitment to building a resilient, multi-partner ecosystem that offers our clients unparalleled choice and reliability.”
Ioannis Chatziathanasiou, Chief Business Development Officer from VIALET, said: “At VIALET, we are committed to delivering secure, fast, and scalable payment solutions tailored to the needs of digital-first industries. Partnering with Yaspa allows us to extend our reach and offer even greater value to merchants across Europe who demand flexibility, intelligence, and speed in their payment infrastructure.”
Yaspa’s instant bank payments are available across the UK and Europe, ready to integrate seamlessly into the payment systems of both current and future VIALET account holders who want to provide a real-time payment option that is quick to implement and simple for players to use.
The post Yaspa and VIALET partner to bolster pan-European payments for iGaming clients appeared first on European Gaming Industry News.
Latest News
Amusnet Sponsors the Most Traded NFT Collection at the Ortak x B.F.T.H. Arena Awards 2025
Amusnet has been announced as the official sponsor of the Most Traded NFT Collection at the Ortak x B.F.T.H. Arena Awards 2025. Renowned for its commitment to immersive gaming experiences, Amusnet is supporting this distinctive category with a 10,000 FTN prize pool, further reinforcing its dedication to creativity and innovation in the iGaming sector.
Honouring Excellence in NFT Marketplace
The Most Traded NFT Collection category celebrates the collections that have made the biggest impact in the NFT marketplace. From eye-catching designs to real-world utility, these standout projects have captured the attention of traders and collectors alike. With Amusnet’s support, the awards will recognise the visionaries behind the most traded collections shaping the future of digital ownership.
Yerevan at the Centre of Innovation
From 8–11 July 2025, Yerevan will become the focal point of the iGaming world as it hosts Harmony Meetup 7 featuring Fasttoken alongside the Ortak x B.F.T.H. Arena Awards. This four-day event will bring together global leaders, creatives, and innovators to celebrate excellence, share insights, and explore the technologies shaping the next chapter of digital entertainment.
Amusnet and BetConstruct: A Vision-Aligned Partnership
The partnership between Amusnet and BetConstruct is rooted in a shared vision of driving innovation and delivering world-class player experiences. Together, the two companies are redefining the boundaries of the iGaming industry, transforming ambitious ideas into impactful, forward-thinking solutions. Their collaboration is more than a strategic alliance, it is a joint commitment to shaping the future of iGaming.
With a focus on innovation, collaboration and industry recognition, the event promises to deliver an unforgettable experience in the heart of Armenia.
The post Amusnet Sponsors the Most Traded NFT Collection at the Ortak x B.F.T.H. Arena Awards 2025 appeared first on European Gaming Industry News.
-
Latest News4 weeks agoThat was unforgettable! – The Boomerang Bet “AC Milan vs. Bologna Trip” Instagram Giveaway winner shared his emotions
-
Latest News4 weeks ago
DATA.BET Rolls out Full-Service Sportsbook Solution
-
Latest News4 weeks ago
Atlaslive Analysis: European Gambling Market Enters €123.4 Billion Digital-First Era
-
Latest News3 weeks ago
Meet 22Bet Partners at iGB Live London: Tennis, Talks & Wimbledon Dreams
-
Latest News5 days ago
Current Games Activates the Nitro on Neon-Soaked Arcade Combat Racer: Cyber Clutch: Hot Import Nights
-
Latest News5 days ago
Soft2Bet’s brand Don.ro Becomes Main Sponsor of CFR Cluj in Multi-Year Agreement
-
Latest News3 weeks ago
IGT Lottery Becomes Brightstar Lottery
-
Latest News5 days ago
NODWIN Gaming partners with Esports World Cup Foundation to manage media rights sales across South Asia
