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Start by tying creator work to your growth model. Use AARRR – Acquisition, Activation, Revenue, Retention, Referral – to define what “good” looks like for your product.
– Acquisition: Clicks, landings, installs, or signups attributed to a unique link, deep link, or promo code. Instrument UTMs and S2S postbacks so every creator has its own trackable path.
– Activation: Completed registration and KYC, first bet, or first game session. Clarify which activation events unlock payouts for partners and count toward your goals.
– Revenue: First Time Deposits (FTDs), net revenue, and ARPPU by creator cohort. Use creator-level cohort views to compare payout structures vs. lifetime value.
– Retention: D7 and D30 actives, repeat bettors, session frequency. Map retention to content cadence – creators who stream consistently usually anchor stickiness.
– Referral: Creator-led community invites, affiliate sub-IDs, and creator-specific communities (Discord, Telegram) driving organic repeats.
Set one north-star and two guardrail metrics for each campaign. Example north-stars: qualified registrations, FTDs, or eCPA within a licensed GEO. Guardrails: KYC pass rate and fraud triggers (VPN or duplicate device patterns) to keep acquisition healthy.
Use the 3C Fit to reduce mismatch and wasted spend.
– Channel: Match platform intent to your goal. Short-form video converts curiosity; long-form streams drive education and trust; podcasts build consideration. Check platform policies for iGaming promotions before shortlisting.
– Creator: Audit audience by GEO, language, device, and age. Prioritize licensed markets, 21+ audience share where relevant, and creators with proven gaming or sports affinity. Review historical brand deals and content safety. Screen for inorganic spikes, engagement pods, and comment quality.
– Content: Ensure the creator’s native format can show gameplay, bet-building, or app flows without making unrealistic claims. Ask for sample scripts and a test storyboard before contracting.
Add a coverage map: which creators cover top sports or game categories you monetize, which local leagues or events they follow, and which languages they can natively record. Keep a bench of micro-creators with niche authority in key geos; they often outperform on cost per qualified action.
Structure compensation to align incentives with your stage and risk tolerance.
– CPA: Pay per qualified action (e.g., registration + KYC + deposit). Best for controlled CAC and faster scaling. Define strict qualification logic to reduce low-intent signups.
– RevShare: Share net revenue over a window. Best for long-tail creators and niche audiences where LTV varies. Use clawback rules for chargebacks or fraud.
– Hybrid: Smaller CPA plus a capped RevShare. Balances creator cash flow with your LTV risk.
Layer value props that fit the creator’s audience: time-bound boosts around major events, exclusive odds boosts, gated tournaments, or VIP community perks. Keep benefits transparent and compliant – display terms clearly and avoid implying guaranteed returns. Standardize creator toolkits: unique deep links, trackable codes, landing pages localised for GEO, and reusable overlays or lower-thirds for streams.
Creators need content that demonstrates product value quickly and credibly.
– Live Streams: Walkthroughs of bet-slip builds, bankroll management episodes, new game reveals, or challenge nights. Place the unique link in the video description and a persistent on-screen code.
– Short-Form: 15–30 second highlights, “how-to” micro-tutorials, or pre-event picks. Front-load the hook in the first two seconds and show the product UI early.
– Event Anchors: Calendar your slate around league starts, playoffs, fight nights, and seasonal casino promos. Provide creator-specific lines or featured titles where allowed.
– Community Formats: AMA on responsible play, bankroll diaries, or “fade or follow” polls in creator groups. These formats build trust and repeat engagement.
CTA best practices for iGaming: one action per post; pin the link; show the code on screen; repeat the CTA verbally at the midpoint; add a clear responsible gaming message; never suggest guaranteed profits. For web flows, use preloaded bet-slips or deep links to featured lobbies where policy allows. For apps, ensure the MMP link deep links to store listings accurately by platform and GEO.
Attribution in iGaming is only trustworthy if it is multi-point and fraud-aware.
– Links and Codes: Give each creator a unique link and a code. Links capture last-click; codes capture view-through and cross-device effects.
– S2S and MMP: Use server-to-server postbacks and a mobile measurement partner for apps so installs, registrations, and deposits flow reliably into your BI. Align touchpoint windows to your decision cycles.
– Web Tracking: Use first-party cookies plus server tagging. Build a fallback path for privacy-restricted browsers. Verify that your CRM captures code redemptions and maps them to user IDs.
– Dedup Logic: Agree on last-touch rules across influencers, affiliates, and paid social. Use click priority hierarchies to avoid double pay.
– Cohort Analytics: Evaluate by creator and by offer. Monitor registration to KYC rate, KYC to FTD rate, eCPA, eCPI (if applicable), ARPPU, payback period, and creator-level LTV curves. Flag outliers early and investigate for bonus abuse.
– Fraud Controls: Watch for VPN-heavy traffic, repeated device fingerprints, and abnormal deposit then cash-out behavior. Set automated holds for suspicious cohorts pending review.
Build a weekly influence pipeline: new clicks, new signups, KYC completions, FTDs, and revenue by creator. Require creators to post screenshots of live links or content URLs on launch to reduce implementation gaps.
Operationalize your learning loop so wins scale and misses retire quickly.
– Prioritize with ICE – Impact, Confidence, Effort. Score each test idea, from “switch to preloaded bet-slip” to “creator switches to native language captions,” and run the highest total first.
– Test Design: Keep one variable per cohort – offer, CTA placement, or format – and run for a full event cycle (e.g., one sports weekend or one promo window) before calling it.
– Creative Iterations: Produce modular assets that creators can remix: intros, overlays with codes, end-cards with responsible gaming lines. Refresh hooks weekly to avoid fatigue.
– Paid Amplification: Where platform policies allow, secure creator whitelisting and run paid behind top organic posts. Use allowlists and retargeting to convert warm viewers.
– Scaling Levers: Expand to lookalike creators, adjacent sports or game genres, and new compliant geos. Clone proven briefs and landing experiences before changing incentives.
– Budgeting: Treat creators as portfolios. Cap spend per creator based on payback windows; escalate caps only after two consistent cohorts meet your ROI bar.
Influencer gains vanish if a campaign breaks rules or harms brand safety.
– Platform Policies: Verify each platform’s current stance on iGaming promotions. Some restrict certain game types, linking, or GEO targeting. Document do’s and don’ts per channel.
– Age and GEO: Use age gates, compliant disclosures, and GEO-filtered links. Avoid placements near youth content or non-adult audiences.
– Messaging: Include responsible gaming messages and helplines where required. No claims of guaranteed winnings, no personal financial advice, and no pressure tactics.
– Contracts: Define approval flows, usage rights, whitelisting terms, payment triggers, and clawbacks for non-compliant posts. Require clear ad disclosures.
– Monitoring: Set up automated alerts for creator posts, comments sentiment, and policy keyword triggers. Keep a crisis playbook for takedowns and fast edits.
– Brand Safety: Maintain a negative topic list. Avoid creators with recent controversies or content adjacent to prohibited themes.
– 30 days: Define AARRR metrics and guardrails. Map policy constraints by platform and GEO. Build your 3C shortlist with 20–30 creators across tiers. Produce standardized links, codes, and a responsible messaging kit. Draft briefs with two creative variants and a single clear CTA.
– 60 days: Run controlled pilots with CPA or small hybrid deals across 5–10 creators. Execute one variable test per creator. Stand up weekly influence pipeline reporting and cohort LTV views. Kill the bottom quartile and scale the top quartile with small budget lifts and paid amplification in compliant channels.
– 90 days: Move to a portfolio model. Lock multi-month deals for top performers with performance tiers. Expand into adjacent formats or geos, add creator communities, and introduce RevShare for long-tail partners. Institutionalize the ICE process, quarterly creative refreshes, and compliance audits.
Influencer programs that win in iGaming are built like products: clear outcomes, rigorous measurement, disciplined iteration, and strong guardrails. Nail the basics – links, codes, cohorts, and creator fit – and the channel becomes a durable growth lever you can forecast and scale.