Influencer marketing has been one of the key drivers of customer acquisition and retention rates in the past few years. Not only have they given brands access to entirely new demographics, but these audiences place a high level of trust in their chosen influencers.
But with this trust comes a high level of responsibility. Not all influencers have handled gambling content appropriately, which has led to several high-profile scandals and even a handful of court cases.
So what should affiliates consider before partnering with an influencer? Every audience has different intentions when they support an influencer, and just because a content creator has a wide reach, this may not translate to positive figures for the gambling brand.
What types of slot streamers are there?
Before the ethics of influencers can be judged properly, the different types of content creators who focus on gambling content need to be analysed.
Considering the large scope of personalities in the space, it is no surprise that every content creator has their own approach to promoting gambling content. For example, there are people who offer genuine game reviews, influencers who are paid to promote particular platforms or streamers who just love playing online slots.
These are often seen as positive influences on the space, as they value authenticity over ‘getting the bag’ and create knowledgeable fanbases who trust the creator’s opinion.
On the other hand, there are influencers who are paid to promote gambling services to an audience that is not usually exposed to the industry. These fanbases are often loyal and will purchase items recommended by the individual, but they are far more likely to join the iGaming space with little to no education on player safety, responsible gambling or black market risks.
Who is responsible?
Consider the following: A company partners with an influencer to market an online casino to their audience, and that demographic is notably new to gambling, and somebody trusts the influencer enough to try a product they promote and end up getting hurt in the process.
Is the individual responsible for this harm, considering it is their actions that directly led to them signing up to an iGaming platform? Is it the platform, for not protecting their customer? Could the influencer be at fault, for promoting potentially harmful products to their fans – or would the finger point to the affiliate company for setting up the whole business deal in the first place?
It is a sticky situation for sure, and nobody wants to see somebody else hurt. This is why it is increasingly important for affiliates and marketing teams to fully understand the audience before they market casino products to them.
Marketing gone wrong – or very right?
Controversial figures are often in the news, which means they can offer far-reaching publicity. This was certainly the case with certain gambling brands when they were exposed as being affiliated with harmful figures in the Louis Theroux: Inside the Manosphere documentary.
A few online brands were advertising with influencers who were spouting harmful ideologies towards women and other marginalised groups. This was particularly important, as many of the streamers would offer ‘educational material’ on finances, such as investment recommendations, while also pushing gambling brands at the same time.
Of course, this has irrevocably tied these brands to this harmful content in the eyes of many, but this may not have even harmed their customer acquisition or retention rates. In fact, this scandal may have only increased their brand awareness, especially if that crowd was among their target demographic.
Pros and cons of different audiences
Just because a content creator has a large audience, this is not necessarily going to translate to sales. While it can look great to show a Board of Directors that a meagre marketing budget has delivered a brand awareness campaign to a certain number of eyeballs, this is going to fall flat if the customer interest is minimal.
The first thing to consider is the age of the viewers. A significant portion of online content still skews towards a younger audience, even if the topics discussed are mature, simply because of how easily young people can access streaming platforms. Unless you are operating a black market casino, this audience will be useless to a marketing team.
Another point to consider is the country that many of the viewers live in. Just because a certain streamer lives in one country, that does not necessarily limit their demographic to that country. There are also considerations about gambling laws across different countries, as well as currency strength. For example, a Japanese streamer would initially be a poor choice for iGaming, considering the online casino ban in Japan – but if they are English-speaking, then they may have a strong international audience in places where iGaming is legal.
Finally, the audience's intent is just as critical. Not everyone watches a content creator for the same reason. Some are more passive viewers, while others will blindly buy anything the creator pushes just to support them. If a creator already has a niche, then it will be difficult to integrate a new casino brand into that world frictionlessly. Equally, for creators already in the gambling sphere, they may be cautious about partnering with one brand if they want to appear unbiased.
How ethical are influencers in gambling marketing?
Ultimately, there are several factors to consider before signing any sort of deal with a content creator or influencer. There is a chance that the deal may fall flat with the audience, it may create a responsible gambling issue or – at its very worst – a court case.
And if you align yourself with one influencer, it is worth considering whether this action could potentially alienate the brand from a large demographic that might otherwise have checked out the platform.
But if you can navigate this maze of ethics and potential problems to get a brand to align with a content creator that speaks to the audience, it can lead to a very profitable deal for everyone involved.