In an increasingly digital world, the influence of social media personalities is undeniable, especially within the iGaming industry. In order to remain competitive and engage with a broader audience, brands must adapt to the growing power of influencers.
The EEGS Webinar, The Rising Power of Influencers in iGaming: Use their Power for Your Success, brought together key experts Jekaterina Dubnicka, Alexandra Voronetskaya and Wojciech Trzaska to explore how influencers can elevate iGaming brands to new heights.
Working with influencers
Alexandra Voronetskaya emphasised the significance of collaborating with influencers, saying: “When a company decides to work with influencers, it is a very brave step.
“This decision means not only expanding a brand’s visibility but also committing to a much more open communication strategy.
“Working with influencers is not just about showcasing a product; it is about creating an authentic connection. Brands must be prepared for heightened visibility, quicker responses to public feedback and increased flexibility in their strategies.
“You have to answer quicker, more flexible,” Alexandra explained, underscoring the evolving nature of marketing in today’s fast-paced world.
The importance of authenticity
Jekaterina Dubnicka delivered a powerful message about the importance of authenticity when collaborating with influencers, adding: “No subscriber is interested in your surface, everyone wants to see something deeper.
“Audiences today crave genuine connections and transparency, rather than polished advertisements. Before you decide to work with influencers, you need to answer yourself: Why?”
This question serves as a reminder that influencer partnerships should be rooted in a clear strategic vision. It is not enough to just follow trends; businesses need to understand why they want to engage with influencers and how they plan to create value for both their brand and the influencer’s audience.
The power of smaller influencers
A common misconception in influencer marketing is that success is tied to having millions of followers.
However, Jekaterina pointed out that the number of followers doesn’t always equate to success, and that smaller influencers often yield greater engagement. Smaller influencers tend to have a more loyal and interactive audience, making them more flexible and responsive to brand messages.
In iGaming, where emotional connection plays a key role, Alexandra emphasised the importance of finding influencers whose values and approach resonate with the brand.
“Working with influencers is about emotions, and when you are on the same page, that is magic. It is about creating an authentic, emotional link that transcends the transactional nature of traditional advertising.”
For those who missed the live session, the on-demand video is now available, featuring key insights on how influencers are reshaping the marketing strategies and practical tips on choosing, briefing and collaborating with them effectively.
Watch the full session HERE
