Banners Dead? Here’s How Influencer Marketing Is Taking Over iGaming

Traditional iGaming marketing channels are becoming saturated and expensive, with rising lead costs and growing competition. Against this backdrop, more and more operators and affiliate networks are turning to influencer marketing.

Darya Samokhina, Influencer Marketing Team Lead at Alfaleads Influence, explained why brands are shifting to collaborations with influencers, the most common mistakes made at the start, and what it takes to run campaigns that actually drive deposits.

How has iGaming marketing changed over the past two years, and why is influencer marketing delivering real performance now?

Over the past two years, the market has shifted strongly toward formats that enable genuine audience interaction. Influencer marketing in iGaming isn’t new, but it used to be seen as “a media play without guarantees.” Today, that perception has changed: trust in streamers has grown, and influencers who know how to work with performance-focused campaigns have emerged. Driving conversions through streamers in gambling has become a real possibility.

Modern audiences want more than just content — they want to connect with the personality behind it. People care about how funds are deposited on iGaming platforms, the quality of slots and games, whether the platform lags, and how often wins are paid out. They want to see that withdrawals are fast and that verification is actually doable. Influencers can showcase all of this live on their streams.

On which platforms and in which GEOs is this shift most noticeable?

Globally, influencer marketing works everywhere—it’s just a question of format. In Tier-1 and Tier-2 markets, streaming platforms perform exceptionally well: local audiences are used to long-form content, enjoy esports, gambling mechanics, and interactive features like wager races, leaderboards, lucky wheels, and various giveaways. For example, in Hungary, streams are deeply rooted across almost all verticals.

In Tier-3 markets, where stable PC access and high-speed internet are limited, mobile and short-form formats tend to dominate.

We also work closely with influencers based in Malta, which allows us to safely run streams on regulated markets. This is a strong USP for us, because finding an influencer who can legally operate while also matching the right audience and style is no easy task.

What does today’s depositing audience look like? Who are they?

The answer depends heavily on the GEO.

A snapshot of depositing audiences in Tier 1, Tier 2, and Tier 3 markets

Tolerance for creative formats varies as well: Tier-1 markets prefer cleaner, more polished executions, while Tier-3 audiences are open to riskier approaches.

We’ve run successful iGaming campaigns with influencers in India, where “cringe” content is genuinely loved. A recent example: an influencer did a lip-sync video to our client’s jingle. The clip turned out silly and intentionally awkward — but it worked perfectly because it hit the audience’s cultural sweet spot.

Which types of influencers and formats work best for the iGaming vertical?

In general, partnerships with bloggers in the betting and casino space can be highly effective if you choose formats tailored to your audience. For advertising campaigns, esports streams, gaming channels, and creator-led content aimed at a male audience aged 25–45 work particularly well.

Creators producing action-oriented content—tech, cars, weapons, and outdoor topics—also perform strongly. Adult models in Tier-1 markets can deliver good results too, as long as platform rules are respected and they actively engage their audience.

The best format for performance campaigns is long-form streams, which allow the product to be showcased naturally. For brand-awareness campaigns, short, high-reach placements (TikTok, Reels), native stickers in bulk buys, and collaborations with top-tier influencers are most effective.

What makes influence such a strong acquisition channel?

Influencer marketing is a brandformance format, combining both performance and media elements. It allows for effective retention, keeping existing audiences engaged while attracting new players. Even after a streamer stops doing integrations, their followers continue to play.

Which promo formats deliver the best results?

For performance campaigns — where deposits are tracked via referral links — streams are the top choice. However, maximum impact comes from a bundled approach:

• a series of streams
• parallel Stories
• posts
• short, embedded mentions
• chat, pinned messages, and link blocks
• content branding (for example, Twitch stream overlays)

With a comprehensive approach, the audience perceives the promotion as natural and responds with loyalty.

What are the most common mistakes beginners make when starting with influencer marketing?

The most common mistakes beginners make in influencer marketing

How difficult is it to scale influencer marketing?

Doing it on your own is very challenging: there’s a shortage of relevant influencers, available slots are limited, and top-tier creators can be difficult to work with. On top of that, there’s a lack of market pricing knowledge — you might pay $10k for an influencer who’s actually worth $1k. A lot of time is spent just on finding the right partners.

Additionally, there are risks like channel bans if the operator doesn’t have a local license. That’s why brands turn to agencies — it saves time, money, and stress, while bringing expertise, insights, and hands-on experience to the table.

How does Alfaleads Influence check bloggers for fraud and traffic quality?

We work with trackers, analyze engagement, statistics, and internal metrics. We request data on reach and real ER, and share these insights with our clients. Influencers found using fake metrics are placed on a blacklist.

Throughout our operations, not a single campaign has been halted due to fraud — thanks to thorough selection and ongoing monitoring.

What’s the next stage for influencer marketing in iGaming?

AI influencers. We are also moving toward creating a model capable of working in a streaming format without human factors. AI models have advantages, but the main drawback is trust: audiences still respond better to real people.

Which GEOs will be key for influencer marketing in 2026?

Emerging markets: India, Pakistan, Bangladesh, Egypt, and parts of Africa. Tier-1 markets are heavily regulated, making entry expensive and complicated. Tier-3 markets are much more flexible, and this is where most growth is expected.

The Bottom Line

The iGaming market is evolving rapidly, and influencer marketing trends in 2025 show that influencers are becoming the channel that combines trust, emotion, performance, and long-term brand impact. If you’re planning to enter influencer marketing or scale your campaigns, it’s best to do so with a team that truly understands the market from the inside.