Lucid streaming: How live streaming tech has changed the channel for online gaming

Let’s start with a straightforward question. What are two primary purposes for an igaming company to run online ads? Straightforward answer: brand and performance marketing.

Let’s start with the brand. Trust has been shown to play a significant role in online relationships. Just imagine sending a thousand dollars to some kind of website you never heard of. I like the quote which says, “price does not rule the web, but trust does.” However, trust has traditionally been a complex construct to define and measure.

How do igaming brands establish trust? Do sponsorships and brand ambassadors have a role to play? Of course, they do. By signing someone big – either team or individual – you connect your brand with their attributes and DNA. And, of course, such contracts allow your target audience to understand that you are not going anywhere. Making significant commitments means that someone really trusts you.

The digital world is evolving. Most of you heard about YouTube, but not many know the platform called Twitch. In 2021 it had 282,9000 average concurrent viewers, which is 34% higher than in 2020. These people are watching live games, and they love digital entertainment. Guess what? One of the sections is the “Virtual Casino” section, having almost 30,000 users in peak time in September 2021.

So, what is the difference between ambassadors, influencers and streamers? Streamers are an extension of traditional brand ambassadorship/influencer marketing into a way where an individual can: showcase your product/games, build trust, acquire players and drive massive engagement. The power is in the community.

Power of partnerships

Let’s talk a bit about short commitment versus long-term commitment. With ambassadors, it is the story when you sign the contract, pick deliverables and start activations. With influencers, you usually work per integration, where you have one or two videos coming out and driving traffic. With streamers, it can work both ways. But in my opinion, the best option is a long-term contract. Why is that?

First, you are building the story behind the cooperation. Second, you are creating an association by not allowing to enter any other brands and stand next to yours. Third, consistency is the key in both performance and brand marketing. As long as the streamer’s audience grows – you will be getting new first depositors all the time. If not – then it is a massive retention and reactivation tool for you.

Regarding financial investments – it depends on the size of the streamer’s audience and the target market itself. Big budgets are not really required, compared to the traditional sponsorships. I recommend a calculated step-by-step approach to activations, understanding your target audience and their interests within the streamer’s audience. This is where customer and brand research will come into place.

We talked enough about the brand, but how about performance marketing? Streamers have incredible potential to incentivise their viewers to try your product. By giving away freebies such as free spins or free bets, you are increasing sign-ups. By running custom promotions and points races, you will be able to drive massive amounts of performance. The joy of competing against your favourite streamer is an incredible opportunity for everyone watching streams.

If there is an opportunity to work with streamers in the countries you operate, just go for it. You will be surprised by the conversion rates and the quality of the players. But be sure to not undervalue the cost of the contract, as sometimes this may sound pricey. Still, it is totally worth it if the streamer has high engagement rates among his audience. Good luck!

Dmitry Belianin is an experienced marketing strategist and leader in the sports betting industry. He has over 13 years of experience in both marketing and gaming, and a proven record in building global teams, growing profits and implementing high-growth marketing, digital and product development strategies within the biggest gaming companies.