How Influencer Marketing in iGaming Builds Trust and Drives Player Growth

Influencer marketing in iGaming is more than just a trend — it’s a strategic move to build credibility and connect with players on a deeper level. By collaborating with trusted figures who already have engaged gaming audiences, iGaming brands can cut through the noise and attract quality traffic that converts.

One of the most difficult things to do is to get in front of the right audience without being ignored. Due to the number of ads shown and familiarity with marketing tricks, it is getting harder to catch consumers’ attention.

If you’re struggling to get to your audience effectively or if you’re just trying to stay ahead of the curve, you may want to look into influencer marketing. Influencer marketing is a collaboration between yourself and someone your audience follows on social media and respects their opinion.

What is a Marketing Influencer?

A marketing influencer is someone who can effectively influence their audience’s decisions. Influencers are usually very knowledgeable and trusted within a niche market and very actively engage with its community. 

What makes these social media stars effective is that they have built themselves into their own independent brand — one that feels genuine and relatable to their followers. So when they promote other brands, their followers are likely to trust their recommendations.

Why Influencer Marketing Works in iGaming

The online gaming industry thrives on community, excitement, and trust — three things that influencers naturally command. When influencers share content about your platform or experience, players see it as authentic endorsement rather than a paid ad.

Recent research from LUT University highlights that iGaming customers respond positively to peer-driven trust signals, making influencer partnerships a key growth channel. Meanwhile, Majka’s study on active players shows that players tend to emulate behavior from respected figures within their gaming circles — precisely the dynamic influencer campaigns aim to leverage.

Types of Influencer Marketing

Influencers can be celebrities, journalists, bloggers and vloggers and other types of content creators. Each has their own audience and expertise. The size and nature of each influencer should be considered when finding one to work with on a campaign. 

If you’re just getting started with influencer marketing or are trying to get into a very specific niche, you can look into micro-influencers. They tend to be regular people that are knowledgeable about a topic that isn’t incredibly popular, but has its own dedicated following. They can be seen as more relatable than higher-profile influencers. 

When you go lower on the influencer spectrum, you’re aiming for a “regular person speaking to regular people” image for your campaign. When going higher up the pole, you’re more likely to work with industry experts, CEOs, and celebrities. 

Influencer marketing can help get the word out about your brand or product, with the help of a knowledgeable figure that has sway in your market Just like any other important tool for your business, influencer marketing is another way to speak to your target audience.

1. Blogs and other online publications

If you are looking for an expert on a subject, finding a writer or reporter in your industry is a good place to start. If you have someone in mind, be sure to do more research by reading the content they have published. 

2. Social media

This is an obvious one. Even if you’re not specifically looking for a social media influencer, there is still a large chance that your candidate has a social media following. This can allow you to see how they interact with their followers.

A great resource for finding an influencer on social media is your own audience. Keep an eye on accounts that are continually mentioned and tagged in posts or have their posts shared often. You should be able to find both relevant content and people by searching for your industry keywords and hashtags. 

3. Search engines

Doing a search for an influencer, especially with your market in the search box (e.g. ‘your business industry’ + ‘influencer’) could give you some great results. Even if it leads you to one of the other tools to help find an influencer, it’s hard to go wrong with the world’s most popular search engine. Of course, you’ll also need to do additional research on your influencer if you get a hit to make sure they’re aligned with your values and are a good overall fit.

Finding the Right Influencers for Your Brand

Not every influencer fits the iGaming narrative. Choosing the right collaborator means understanding your audience’s motivation and gaming habits.

For example, streamers who focus on online slots or live casino games connect better with high-engagement players. Micro-influencers, on the other hand, often outperform larger names because of their authenticity and stronger community ties.

Use insights from your “iGaming player lifecycle” data to identify influencers that align with different stages of player engagement — from discovery to retention.

Integrating Influencers into a Broader Marketing Strategy

Influencer marketing should complement, not replace, your existing digital strategy. Combine it with content marketing initiatives and email campaigns to create a unified experience across touchpoints.

For instance, you can feature influencer-generated videos in newsletters or highlight influencer testimonials in blog content. By doing this, you reinforce consistent brand storytelling across channels and maximize campaign reach.

Measuring the Impact of Influencer Campaigns

Performance tracking is critical to justify ROI. Go beyond follower counts — focus on engagement, player sign-ups, and deposit conversions. Platforms like Twitch, YouTube, and Instagram provide detailed analytics that can show how each campaign impacts your acquisition funnel.

When possible, integrate tracking links or promo codes to evaluate influencer contribution in real-time. For example, combining influencer partnerships with affiliate marketing helps monitor results more transparently and ensures fair performance-based incentives.

Common Challenges in iGaming Influencer Marketing

While influencer marketing offers great potential, it’s not without challenges. Regulations differ by market, and not all influencers are open to collaborating with gambling-related brands. Transparency and compliance are essential — particularly when promoting bonuses, free spins, or betting offers.

Stay updated with local advertising laws and maintain responsible gambling messaging across all influencer content. Resources like Diva Portal’s publication on influencer ethics provide valuable guidelines for brands operating in regulated industries.

Building Long-Term Relationships with Influencers

Instead of one-off sponsorships, aim for lasting partnerships that grow with your brand. When influencers understand your product, they communicate it more naturally and authentically. Offer them early access to games, special promotions, or opportunities to host exclusive tournaments.

Collaborative content — such as co-created videos or live Q&A sessions — deepens audience trust and helps influencers feel invested in your brand success.

Elevate Your iGaming Brand with Strategic Marketing Support

Influencer marketing alone can’t sustain long-term success. To truly scale, you need a marketing ecosystem that aligns influencer activities with SEO, content strategy, player retention, and data insights. That’s where GS Marketing comes in.

Our team helps iGaming operators develop integrated campaigns that connect every part of your growth funnel — from brand awareness to player loyalty. Whether you’re launching new markets or optimizing existing ones, GS Marketing ensures your message stays consistent, compliant, and effective across all digital channels.

Final Thoughts

Influencer marketing in iGaming isn’t just about exposure; it’s about building meaningful connections with players through trusted voices. When combined with holistic digital marketing strategies, it strengthens your brand’s presence across multiple platforms.

By aligning influencer campaigns with your long-term retention goals and leveraging data-driven insights, you can transform word-of-mouth into one of your most powerful acquisition tools.

Frequently Asked Questions About Influencer Marketing in iGaming