Ultimate Guide to Influencer Campaigns for iGaming

Want to boost your iGaming brand? Influencer marketing can help you connect with the right audience, drive conversions, and build trust. Here's how you can run a successful campaign:

• Micro vs. Macro Influencers: Micro influencers engage niche audiences (like poker or sports betting), while macro influencers offer broader reach. Choose based on your goals.
• Set Clear Goals: Define KPIs like brand awareness, engagement, or conversions to measure success.
• Find the Right Influencers: Screen for audience fit, content quality, and past performance.
• Stay Compliant: Follow gambling regulations, include disclaimers, and ensure age-appropriate content.
• Track and Optimize: Use metrics like ROI, CPA, and engagement to refine your strategy.

Start small, test your approach, and scale up based on what works. With the right planning, influencer marketing can transform your iGaming campaigns.

Micro vs. Macro Influencers: Making the Right Choice

Understanding Micro and Macro Influencers

In the iGaming world, micro influencers focus on specific niches like poker strategies, sports betting tips, or casino reviews. They often build tight-knit connections with their followers by engaging directly and regularly. On the other hand, macro influencers operate on a much larger scale, creating content that appeals not just to die-hard gaming fans but also to casual audiences. Let’s break down the pros and cons of both.

Pros and Cons of Each Type

Each type of influencer comes with its own set of benefits and challenges. Micro influencers excel at engaging niche audiences, often sparking highly targeted actions among dedicated followers. However, their reach is generally smaller. Macro influencers, by contrast, can amplify your brand to a much larger audience, increasing visibility. But this often comes at a higher cost and may lack the personal touch that micro influencers provide.

Picking the Right Influencers for Your Goals

When deciding between micro and macro influencers, consider these key factors:

• Audience Fit: Does the influencer’s audience align with your target demographic in terms of age, location, and gaming preferences? This is critical for effective campaigns.
• Content Quality: Evaluate their production standards, engagement consistency, and adherence to gaming industry guidelines.
• Performance Data: Review their past campaigns, focusing on metrics like engagement rates and audience response, to see if their content delivers real results.

For niche campaigns and deeper engagement, micro influencers are a great choice. If you’re aiming for broader brand exposure, macro influencers might be the better option.

Campaign Planning Steps

Setting Goals and Metrics

Start by defining clear, measurable objectives for your iGaming campaign. Focus on key performance indicators (KPIs) that align with your business goals, such as:

• Brand Awareness: Monitor impressions, reach, and follower growth.
• Engagement: Track likes, comments, shares, and click-through rates.
• Conversion: Measure sign-ups, deposits, and first-time players.
• Revenue: Calculate return on investment (ROI) and cost per acquisition (CPA).

Set benchmarks that match your budget and campaign scope, keeping in mind the different impacts of various influencer types.

Finding and Screening Influencers

A careful vetting process is essential to find influencers who genuinely connect with your target audience. Use these criteria for screening:

• Audience Analysis: Look at follower demographics to ensure they align with your goals. Check age distribution (compliant with legal gambling age), geographic location (to meet regional regulations), and gaming interests.
• Content Quality: Review their past posts for consistent activity, high-quality production, good engagement, and adherence to industry standards.
• Performance Metrics: Evaluate their average engagement rates, comment quality, follower growth trends, and results from previous campaigns.

Writing Clear Campaign Instructions

Provide influencers with a detailed campaign brief to ensure they understand your expectations. Include:

• Campaign goals and target metrics
• Content guidelines and messaging points
• Compliance requirements
• Posting schedules
• Performance tracking methods
• Payment terms

Make sure to emphasize:

• Approved language and terminology
• Required disclaimers (like age verification and responsible gaming messages)
• Compliance with industry regulations

These instructions help set the stage for a smooth, compliant campaign.

Legal Requirements and Rules

Adhering to iGaming regulations is non-negotiable. Key compliance areas include:

• Age verification and restrictions
• Gambling advertising rules
• Disclosure requirements (e.g., #ad, #sponsored)
• Regional licensing standards
• Responsible gaming messaging

Keep thorough documentation, such as:

• Influencer agreements
• Content approval processes
• Compliance checklists
• Performance tracking methods

This documentation ensures your campaign aligns with all legal standards and runs efficiently in later stages.

iGaming Influencer Marketing Agency

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Running and Improving Campaigns

Once your plan is set, it's time to launch your campaign and refine it as you go.

Working with Influencers

Building strong relationships with influencers requires clear communication and consistent engagement. Regular check-ins and performance reviews can help ensure everything stays on track. Tools like Asana or Trello can be helpful for managing milestones and deliverables.

Here are some key tips for effective influencer management:

• Review content before it goes live to ensure it meets iGaming compliance standards.
• Respond promptly to influencer inquiries.
• Allow influencers to maintain their personal voice while staying within your guidelines.
• Create tiered rewards based on engagement and conversion rates.

Once these relationships are solid, shift your focus to tracking how the campaign is performing.

Measuring Results

Evaluate your campaign through both numbers and qualitative feedback. Key metrics include:

Use analytics tools that work with your iGaming platform to follow the user journey - from initial exposure to conversion. Custom UTM parameters for each influencer can help you accurately measure their impact.

Improving Campaigns

Use the data you collect to make adjustments and improve outcomes.

1. Performance Analysis

• Review weekly metrics to spot trends.
• Identify which types of content perform best.
• Examine how audience demographics influence results.
• Evaluate factors affecting player retention.

2. Content Analysis

Study your top-performing content to understand what works, such as:

• How the message is framed.
• The effectiveness of visual elements.
• Placement of calls-to-action.
• Optimal posting times.

Apply these insights to future campaigns to achieve better results.

3. Strengthening Relationships

• Schedule regular reviews and provide constructive feedback to influencers.
• Offer early access to new features or updates.
• Explore opportunities for longer-term partnerships.

Keep track of what works well and share these strategies with your team to replicate success.

Success Stories in iGaming

Small Influencers, Big Results

Micro-influencers excel at connecting with niche, highly engaged communities. A great example is doublejack.club, which uses its affiliate platform to reward genuine interactions and clear communication about earning opportunities.

With a multi-level affiliate system offering up to 75% revenue share, the platform finds success through influencers who have built strong trust with their audiences. Here’s what makes this approach work:

• Genuine Content: Affiliates share personal experiences and results.
• Active Engagement: Hosting Q&A sessions that emphasize responsible gaming and steady income opportunities.
• Clear Reporting: Providing transparent details about revenue shares and earning potential.

On the other hand, macro influencers bring scale by reaching larger audiences and using more diverse content strategies.

Large-Scale Influencer Impact

Big campaigns combine gaming content with financial messaging to effectively promote the platform. These collaborations often include:

• Content Series: Highlighting key platform features in a creative way.
• Live Streams: Showcasing gameplay while explaining affiliate perks.
• Educational Content: Covering topics like responsible gaming and earning strategies.

Final Tips and Next Steps

Main Points Review

Running a successful iGaming influencer campaign requires careful planning and execution. Here's a quick recap of the key strategies:

Campaign Foundation

• Set clear, measurable goals.
• Track engagement, conversions, and CPA (cost per acquisition).
• Adhere to gaming regulations to avoid compliance issues.

Influencer Management

• Keep communication with influencers consistent and open.
• Provide detailed campaign briefs with clear instructions.
• Equip influencers with the resources they need to succeed.
• Monitor the quality of their content and track performance metrics.

Use these principles as the backbone of your campaign.

Getting Started

Follow these steps to kick off your campaign:

1. Set Your Foundation

Define your campaign goals and decide on key metrics to measure success. Platforms like doublejack.club simplify this process by offering affiliate programs with up to 75% revenue share, making it easier to track performance.

2. Choose Your Approach

Decide whether to work with micro or macro influencers based on your goals. doublejack.club's multi-level affiliate system supports both options:

• Micro-influencers excel at creating personal, relatable content that drives engagement.
• Macro-influencers are great for reaching a larger audience and educating them about platform features.

3. Launch and Optimize

Start with a small-scale pilot campaign to test your strategy. Pay attention to:

• How effective the content is.
• Patterns in audience engagement.
• Conversion rates.
• The cost-effectiveness of working with different influencer tiers.

Use the insights from your pilot campaign to fine-tune your approach. From there, you can focus on scaling what works best.