Contact Us
Which outcomes matter in iGaming?
Clarify the job your program must do before locking creators. New markets need reach and trust; mature geos need efficient FTD growth; regulated markets need airtight messaging. Choose one primary commercial KPI per campaign phase and make it explicit to every partner.
Top goals marketers pick: high-quality FTDs, net deposits, retention through Day 30, CPA within target, or brand lift supporting search and affiliates. Define acceptable proxies when direct FTDs are delayed, such as KYC completion, first bet/spin, or wallet link. Map the funnel and assign measurable checkpoints: click → registration → verification → first session → first deposit → second deposit.
Channel selection follows outcomes. Casino audiences lean into YouTube long-form, Telegram communities, and X for hot drops; sportsbook bets shine on short-form highlights and live commentary; poker and fantasy thrive on live streams and strategy content. Prioritize platforms that allow age gating and paid amplification via allowlisting.
Who are the right creators?
Work with creators whose format and community match your vertical and geo. For casino, look at streamers who educate on mechanics and bankroll discipline. For sportsbook, analysts who break down fixtures with data. For poker, credible grinders with tutorial content. For esports betting, casters with tournament narratives. Micro and mid-tier creators convert better when trust is high and offers feel native.
– Genre alignment: Their content naturally covers casino, sportsbook, poker, or fantasy in your geo.
– Audience quality: Age 21+/legal, top geos match targeting, sufficient purchasing power, platform where you can track.
– Monetization openness: Community accepts paid recommendations and promo codes without backlash.
– Engagement authenticity: Comment quality over likes; real discussions, not farmed emojis.
– Risk and brand safety: No illegal claims, no underage signals, no hateful or misleading content.
– Format capability: Can deliver live, story, long-form, and ad-read variations per your brief.
– Integrity and compliance: History of disclosures, responsible gambling mentions, and on-time deliveries.
– Traffic mix: Organic views dominate; if they boost posts, ensure transparency and allowlisting access.
How should offers and deals work?
Creators are not magicians; offers must be simple, valuable, and compliant. Avoid tiny, complex promos that increase friction. A clear new-user benefit converts best: deposit match, free spins, free bet credit, or odds boost where permitted. Spell out eligibility, wagering requirements, and geo limits in plain language. Keep vanity URLs short and readable.
Compensation structures that align incentives: flat fee for guaranteed reach, plus CPA or hybrid for FTDs, or rev share with quality creators who own their community. Set ramp logic—test package first, scale with performance. Match deal types to creator roles: educational creators handle mid-funnel explainer content on fee + CPA; hype creators support launches with paid reach and allowlisting.
Key guardrails in contracts: content count and formats, posting windows, tracking links and unique codes, mandatory disclosures, usage rights for paid amplification, exclusivity windows, and a revision path for compliance edits. Define data sharing cadence and metrics to unlock scale—e.g., cost per verified registration, deposit rate, or re-deposit share. Keep cancellation clauses for non-compliant posts.
How do you brief for conversion?
Briefs should remove guesswork and standardize quality across dozens of creators. Provide the core narrative: why your product is differentiated, who it serves, what moment it solves, and the single next step. Mandate clear CTAs and surface objections proactively.
– Hook: 3–5 seconds that signals relevance to bettors or players (upcoming match, new slot, special event).
– Proof: Show mechanics, real UX, or believable scenario; avoid unrealistic winnings or guarantees.
– Action: One simple offer and one URL/code; speak it, show it on screen, and place it first in the description/pin.
– Safety: Responsible gambling reminder, legal age mention, and geo or T&C pointer—keep it human, not legalese.
Asset requirements to include: platform-specific cutdowns, vertical vs horizontal edits, safe zones for on-screen text, and two alt hooks per video. Ask for a native story sequence plus a feed post or live segment for depth. Require raw files or export-ready edits for allowlisting.
How do you track incrementality reliably?
Clicks and codes alone miss a lot in iGaming due to web-to-app flows, iOS privacy, and delayed deposits. Triangulate. Use UTMs, unique vanity URLs, and promo codes per creator and platform. For app flows, leverage your MMP or S2S events to attribute first session, registration, and deposits back to source. For web registration, set first-party cookies and postbacks to tie sessions to creators.
– Level 1: Direct links and unique codes mapped to creator, platform, and content format.
– Level 2: First-session tagging + cohort tracking for registration, verification, and first deposit.
– Level 3: Geo or time-based holdouts to estimate incremental lift over organic and affiliates.
– Level 4: Allowlisted amplification split tests—on vs off—to measure reach and conversion deltas.
– Level 5: Triangulate with search and brand query lift around posting windows.
Report weekly on leading and lagging indicators: CTR, verified registrations per click, deposit conversion, average deposit, and early retention. Watch for leakage patterns: high clicks but low verification suggests KYC friction or geo mismatch; strong registrations but low deposit signals offer or onboarding gaps. Share dashboards with creators to align on fixes.
How do you scale and optimize?
Systematize creative testing. Pilot 10–20 creators with 2–3 hooks each; double down on the top quartile and pause the bottom quartile. Keep a living library of winning narratives, intros, and CTAs. Rotate offers by event calendars: major sports, new game launches, and seasonal promos. Localize slang, odds formats, currency, and examples.
Use allowlisting to amplify winners—creator handle runs paid traffic through your ad account or partner account, unlocking better CPMs and social proof. Build audiences from engaged viewers, site visitors, and converters for sequential messaging: education → offer → reactivation. Establish a creator CRM: tags for vertical, geo, performance tier, compliance score, and notes on content cadence. Negotiate longer-term packages with proven partners and move them to hybrid or rev share where aligned.
Operationalize QA: batch briefing, pre-approval of scripts, rapid content review within defined SLAs, and a feedback loop on performance. Maintain a predictable calendar with weekly launch slots and a cross-platform mix (e.g., YouTube long-form plus shorts, TikTok/Reels, Telegram pin, and X thread). Keep an emergency playbook to replace or re-edit posts when policies shift.
How to stay compliant and safe?
Treat compliance as a growth enabler, not a blocker. Build templates per geo and platform with required disclosures and age mentions. For sensitive markets, provide pre-approved phrasing for eligibility, bonus terms, and responsible gambling resources. Require age gates where available and avoid depicting underage personas or family contexts.
Red lines for creators: no claims of guaranteed profit, no misrepresentation of odds or RTP, no implying wagering is a solution to financial problems, and no targeting restricted geos or ages. Keep visuals free of excessive cash imagery or debt relief narratives. Implement a two-step review: scripts pre-checked, final video checked again. Log approvals inside your creator CRM.
Maintain platform awareness—live streaming, real-money gaming, and gambling-ad policies change frequently. Document the policy source and date inside briefs so creators can adapt. Train your internal team on quick copy swaps if an offer or term must be edited the day of posting.
Influencer programs in this category win by aligning the right creators, clean offers, and precise measurement—not by chasing virality. Start with a single commercial KPI, vet with a repeatable checklist, and brief to a clear script that converts. Track incrementality with layered methods, amplify what works via allowlisting, and operationalize compliance to move fast without rework. With these systems in place, creators become a durable engine for quality FTDs and long-term value across your key geos.