Could and Should Online Casinos Use Influencers?

The influencer is a relatively new phenomenon in today’s social media world. Why haven’t online casinos reached out via modern influencers yet?

The most likely answer is that it can be quite expensive. But it might be worth it.

What is an Influencer?

Influencers work mostly with social media, building a large base of followers on platforms like Instagram, Twitter, or Facebook. They then use that reach to influence people, sometimes called influencer marketing or social media influencing or brand influencing.

Many celebrities and well-known people are influencers. Kim Kardashian and Kylie Jenner are some of the most popular social media influencers. Kardashian has 149 million followers on Instagram, and Jenner has 148 million.

That’s a significant reach.

Even so, every influencer won’t accept every brand that wants their attention.

Online casinos may not have the money available for that type of marketing or the skills necessary to sell their products to the influencer in the first place. However, there are ways to figure out how using influencers in minor ways can boost a particular product in a greater market.

If it would be possible, what kind of scenarios could today’s top influencers use to promote online casino games?

  1. Use Cross-Promotion

One thing that helps the online casino industry grow is cross-promotion. Sites that offer online poker and online casino games have successfully used promotions to attract customers from one side to the other. The same goes for sports betting and online casino games.

This type of cross-promotion can move into the hands of influencers.

Popular online poker streamers can use their influence to promote online casino games. Sports bettors and sports figures can show an affinity for online blackjack or slots as a part of online casino marketing.

  1. Target New Demographics

Online casinos typically cater to certain demographics, but there are many more that could be targeted.

Using a social media influencer to promote online casinos to women, especially stay-at-home mothers, could bring in a demographic that is not typically thought to be associated with gaming. However, many stay-at-home parents use online casinos as an escape during rough days in the home.

Casino games could be marketed to others in relatively confined settings, such as people recovering from accidents or broken bones, people confined to bed due to sickness, and others who have little mobility. Online gaming can be a form of entertainment that requires little physical movement.

  1. Small Product Placement

For growing online casino operators, they may be able to use influencers in subtle ways. This makes the marketing effort cheaper but still powerful in its outreach to a large number of people.

Could a model take a selfie in an expensive outfit with designer sunglasses but also have a laptop behind her showing an online casino home screen? Yes.

Could an athletic influencer be wearing designer workout clothes in a newly-promoted gym but also show an online casino product on a nearby mobile phone? Sure.

Brand marketers have used product placement in all forms of media. Using social media could be just as productive for the world of gaming.

  1. Appeal to Specific Countries

For online casinos that specifically cater to countries like Canada, they should tap into social media personalities that are popular in that realm.

Lilly Singh is the most popular influencer in Canada, an actress and comedian with worldwide appeal.

Evan Fong is popular in the video game world and considered one of the top Canadian online influencers.

Andre Robelo is also a gaming influencer with a very strong Canadian presence.

  1. Aim Marketing at Influencers

Every online casino should have their own social media accounts. Many have a Facebook or Twitter account, but there are no unique qualities to them.

Online casinos should start reaching out to a broader base with Facebook, Twitter, and Instagram. The best way to do that is through humor or a personality.

Social media accounts that make people laugh are likely to gain traction faster than strict straight-to-the-point marketing accounts.

However, putting a personality in that social media space gives followers someone with whom to connect and relate. The person should be likeable, relatable, and down to earth. And the person should know how to deliver a message while also making viewers feel that they are a part of the picture.

These social media accounts can not only attract a following of their own, but they can reach out to true social media influencers. Mentioning an influencer on a social media account – done in an eye-catching and positive way – is one way to reach big names. This begins to build a relationship with an influencer and increases the likelihood that partnerships can be forged going forward.


Jennifer Newell

Jennifer Newell

Jennifer Newell has been writing about poker and gambling since 2004. From her days in the WPT offices to covering summers of WSOP tournament action, she also followed gambling legislation to Washington D.C. and women-only poker to the Bahamas. Meanwhile, she lived in Los Angeles and Las Vegas for many years before moving back to her hometown of St. Louis, Missouri. Now, Jen travels less, writing about poker and online gambling from her home with her two dogs watching her every move. In her spare time, she follows politics, works on her never-finished novels, and learns Italian in the hopes of retiring to Italy someday.

If you want to know more, you can follow Jen on Twitter @WriterJen


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