Starting a casino platform in 2025 is less about securing a license or choosing the right online casino software — and more about mastering the art of capturing player attention quickly and efficiently. Despite the industry’s technological maturity, the market is facing a visibility crisis: thousands of games, dozens of studios, and hundreds of brands are all fighting for a limited amount of player attention.
According to Egaming Monitor, over 1,400 new game titles were launched each month in 2024—an average of 15 games per day. Yet even the most widely distributed game in May 2025 accounted for less than 0.02% of total gaming traffic. This means that even a great product can go unnoticed without a structured marketing approach.
In this ultra-competitive landscape, traditional marketing tools—ad networks, affiliate programs, bonus campaigns—are becoming less efficient or increasingly expensive. Visibility through streamers and content influencers is no longer experimental. It’s now a strategic asset that can build brand awareness for a new casino in just a matter of weeks.
However, this channel requires a smart and calculated approach. The question is no longer if streamers work—it’s how to integrate streaming into an online casino’s marketing strategy in a way that drives return, not just traffic.
This article explores the evolution of influencer marketing in iGaming, the strategies used by leading gambling software providers and online casino software platforms.
Competition and the Visibility Crisis in Online Casino Gaming
Online gambling is a market of limited attention. For a startup casino, that means not just launching a product but immediately claiming space in the digital conversation.
Data from Egaming Monitor shows that in 2024, top content aggregators published between 1,400 and 1,600 new titles per month. But traffic distribution among those titles is anything but equal.
More than 80% of all player traffic is concentrated on fewer than 5% of games—dominated by titles from just 7–10 of the most recognizable providers.
For newcomers, reaching the top without a strong marketing strategy is nearly impossible. Even a high-quality game featured on a reputable casino platform doesn’t guarantee visibility. Aggregators are not incentivized to promote individual titles unless there’s direct financial or traffic-based motivation.
Moreover, major providers now operate dedicated vendor marketing infrastructures. For example:
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Play’n GO, Pragmatic Play, and Relax Gaming coordinate launches with influencers, run exclusive tournaments, and feature games on dedicated operator pages.
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Push Gaming and Hacksaw maintain in-house marketing teams that work directly with key affiliates and streamers.
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New studios like Print Studios and AvatarUX collaborate with Twitch channels to showcase games even before official release.
In this environment, new casino brands or studios must find ways to divert attention where competitors are still relying on inertia—through personalized influencer marketing, localized streaming strategies, and integration with niche content platforms.
The Rise of Streaming and Influencers: From Entertainment to Growth Channel
Just five years ago, streaming was seen as a byproduct of Twitch and YouTube’s growth. Today, it’s a standalone marketing channel that can deliver reach on par with traditional media—but with lower costs and higher trust levels.
The key difference is perception. Users don’t see a banner or pop-up—they experience live gameplay, with emotion, commentary, risk, and reward. It’s not advertising; it’s participation. And it works.
According to GameInFluence data from 2024:
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Over 63% of players aged 18–35 said they had tried a game after watching a stream or review.
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In the slots segment, more than 38% of new users first engaged with the brand via video content.
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The most popular streamers reach 300,000–600,000 unique views per month, not counting short clips and TikTok reposts.
Streaming has moved beyond Twitch. Platforms like Kick, Trovo, and even Telegram channels with replays are attracting growing audiences—especially in Asia, Eastern Europe, and Latin America, the fastest-growing casino regions.
Some influencers are now integral to the marketing strategy itself: testing early releases, launching giveaways, and promoting casinos through personal websites and Telegram channels.
This approach helps a brand become not just visible—but memorable—as a “real place where people win.” Without overloading users with bonuses or ads. Driven by organic interest and trust.
How Providers Use Streamers—and What Operators Should Learn
Content providers were among the first to systematize work with streamers. Their playbooks are worth studying closely if you’re planning to launch a new online casino.
Their strategies fall into three main categories:
Influencer-Driven Launches
Before releasing a new slot, providers grant early access to select streamers to generate buzz prior to the casino rollout.
Examples:
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Push Gaming, ahead of launching Fat Drac and Big Bamboo, partnered with top channels to achieve over 100,000 views in the first week.
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Hacksaw Gaming regularly leverages Discord and Twitch for behind-the-scenes content and closed demos.
Custom Integrations and Unique Elements
Some studios go further—developing exclusive versions or visuals tailored for specific streamers. This deepens engagement and turns a game into a “personal product” for the audience.
Examples:
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Relax Gaming has released limited-edition skins and interfaces for leading influencers during special events.
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Print Studios and 4ThePlayer actively work with micro-influencers to build a niche, loyal community around each launch.
Multichannel Reach via TikTok, Telegram, and Shorts
Short-form content drives virality. Providers share highlights, memes, and big-win clips with partners to maintain brand activity—even off-platform.
Examples:
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NoLimit City and Pragmatic Play support independent channels that compile instant clips from their slots, creating organic exposure across dozens of countries.
What Should Casino Operators Take From This?
Market entry is not about launching a website—it’s about launching interest. Streamers can generate a wave of traffic before your first official campaign.
You don’t need to partner with mega-influencers. Local creators with 5,000–15,000 followers often deliver better retention than global names.
Treat influencers not as ad space—but as partners. The best results come from sharing ideas, stats, previews, and co-creating content.
And content isn’t just video: it includes compilations, Telegram posts, reactions, polls, bonus codes, and even memes—anything that creates buzz and drives sharing.
Why Streaming Works: Behavioral Mechanics and Audience Trust
In today’s iGaming landscape, it’s not just the product—but how it’s delivered—that matters. Streaming is a unique hybrid: product demo, social proof, and emotional trigger all in one.
Participation Effect
Viewers don’t just watch—they feel involved. They witness real emotions, decisions, risks, and wins. It creates a level of engagement that no landing page or banner can replicate.
According to StreamHatchet, over 72% of gaming stream viewers stay for more than 10 minutes. That means the content doesn’t just promote—it retains.
Social Proof over Advertising Pressure
When a trusted streamer recommends a game, it feels like a suggestion—not a sales pitch. Especially when they show both wins and losses transparently.
This is critical in iGaming, where users must believe that games are fair and the platform doesn’t manipulate outcomes. Streaming provides visual evidence that builds confidence—especially in regions with low trust in the industry.
Micro-Decisions and Instant Impulse
A slot’s visuals, sound, or features can grab attention—and the decision to try it is made in seconds. Streaming delivers that instant spark: “I want to try this too.”
Site visits, signups, and first deposits often follow a real-time viewing experience more than traditional ads.
Repeat Exposure and Brand Recall
Even if the user doesn’t register immediately, the brand name, interface, logo, and colors stick in their memory. The next time they see it—on another site or in search results—it won’t feel unfamiliar.
That’s how streaming helps build a brand through content, without overwhelming the user with media clutter.
Conclusion: Streaming as a Core Strategy for New Casinos
Streaming is no longer just a tool to attract attention. It’s a trust-building, engagement-driving, and brand-building infrastructure for online casino solutions. Especially in iGaming—where players look not only for bonuses, but also for legitimacy, authenticity, and real entertainment.
For new casinos entering the market, streaming offers one of the few ways to quickly appear on the radar of the target audience—without massive SEO budgets, long media campaigns, or complex affiliate networks.
The key to success is a structured approach:
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Partner with trusted streamers.
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Use high-visual-impact games (dynamic slots, bonus features, engaging math models).
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Implement analytics and continuous testing.
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Don’t treat streaming as a one-off stunt—build an ecosystem of content and loyalty around it.
Unlike most marketing tools, streaming offers a rare opportunity to combine performance with storytelling—and to do it in a format that feels like entertainment, not advertising.