We spoke to Marco Bianchi, the SVP & Co-Founder at BC Ventures, as he underlined the effective strategy that operators should take when they collaborate with influencers and streamers.
What role can influencers play in the US Gaming market and how can they bring a new audience to player engagement?
Marco Bianchi (BC Ventures): Slots influencers are increasingly valuable partners in player engagement. With slots being the most popular offering (preferred by 67% of US gamblers), the combination of streaming video and gaming is ushering in a new era for casino marketing.
Brian Christopher, with a world-record 1 Billion gaming video views and a reach of 8 Million slot lovers monthly, has been credited for creating “the other streaming platform”. This has opened up our industry to new targeted B2C audience opportunities, within an otherwise limited consumer gaming media landscape.
Influencers provide an alternative to digital tactics that are frankly old and tired, like the interest-based targeting categories in social and online ad platforms. In influencer marketing we talk about communities, not eyeballs. Creators have an emotional connection with their fans, and can help build confidence in offerings that players aren’t always familiar with.
What steps do you believe operators should take in order to ensure they select the right influencers and that influencers promote their brand in the way they want?
Brands need to choose wisely and tread carefully. Go beyond brand affinity to prioritize brand safety, while looking for clear signs of professionalism. Especially in the highly scrutinised world of iGaming, engage an influencer with a track record of providing true marketing services, complying with FTC guidelines, and adhering to brand standards.
A key characteristic to look for is authentic traffic. Stay away from influencers with social media accounts augmented with bought subscribers, bot traffic, paid offshore clickers, or fake engagement. These types of invalid traffic are unfortunately present in the casino category, and put brands at risk of being penalized.
Collaborate with creators who showcase reasonable betting instead of unrealistic bet levels, and who show all of their play instead of over-focusing content on their wins. If all people see are huge bets beyond their wildest dreams, they may begin to doubt their authenticity.
Brian Christopher coined the phrase “play with an entertainment budget”, with which he consistently sends a responsible message to players. If brands want long-lasting results, they should work with streamers who put people first, not just profit.
Why is it so crucial that influencers take steps to ensure their promotions are responsible and ethical?
Social media is already regulated, particularly by the FTC’s comprehensive framework on marketing disclosures. Compliance with these guidelines and self-regulation are both necessary, because the last thing we want is to go from regulated iGaming markets to regulated influencers. What we want is responsible and ethical influencers.
But the bad actors ruin it for us all. Platforms like YouTube are now having to crack down on gambling videos that try to lure viewers to unapproved and unregulated sites. So influencers need to choose wisely too. Brian Christopher only works with compliant operators that fall under regulatory frameworks and support responsible gaming.
Unfortunately, this can be difficult to navigate for inexperienced streamers. Not only do black market or unregulated operators have the largest share of iGaming in the US, but it can be by a large margin. In Florida, only 20% of the market is actually regulated, when it’s supposed to be a 100% monopoly for the Seminole Tribe’s online offering.
How important is it that streamers remain authentic in a challenging and saturated market?
Authenticity is the new currency, but it’s not a simple game. Audiences are smart and demanding, they want their free video content, and can be sensitive if they feel they’re being sold too hard. According to Sprout Social, 62% of consumers trust influencers more than A-list celebrities. Likely because streamers are more relatable as they are living, not just endorsing an experience.
In a world where trust matters, Brian Christopher was the first casino streamer to consistently show his face on camera and use his own name, defining the genre of slots influencers we see today. However authenticity is not only important in terms of being you and relating to audiences. It also means authentic play, as in not using fake bankroll (think the Drake and Stake controversy). From day one of Brian posting his videos, he believed in showing authentic play by providing his coin-in and coin-out at the end of every clip. Everything he’s won, and lost, has been shown on camera.
Streamers should never accept conditional payments based on positive reviews, or a minimum number of views. They should also watch out for time-based contracts that force them to play for set periods, or for unreasonable amounts of time with no breaks. These pitfalls can result in influencers being inauthentic, and promoting risky habits instead of smart betting.
What steps can streamers and influencers take to be innovative in their content?
Engaging storytelling helps you stand out in the crowded YouTube space. Watch what your competition is doing, but figure out ways to make your own creation, rather than mimic theirs. Brian Christopher always says “listen to your fans”, truly lend an ear to your own unique audience, then cater to them specifically. They are constantly telling you what they want, and being responsive to them will likely yield the most distinctive ways to tell your stories.
You also need to stay current with creative trends and tools. Yes, including AI. Try content collaboration opportunities, which may allow you to express yourself in unexpected and innovative ways, as well as evolve your narrative.
When it comes to paid collaborations, seek out brands that challenge you in the right ways. The best marketing content partnerships often push you to innovate. And don’t forget to remain authentic to your own voice in the process.
How important do you believe the SBC Summit in North America is for the streaming and influencer community?
SBC creates a great forum to learn, which the North American streaming and influencer industry needs. There’s no real school that trains you for this. Before Brian Christopher started streaming slots professionally nearly a decade ago, there was no formal career to be had doing this. He had to rely on his own research, listening to webinars, and attending conferences. So folks can benefit from learning opportunities like this one, especially in the context of a rapidly changing iGaming industry.
What are you hoping to learn from the conference?
As I have the privilege of speaking at the session about the Regulation of Social Media, I’m looking to learn from my fellow panelists on whether they believe preventing further regulation is possible, and how. I’ll be certain to bring these, and I’m sure many more industry insights back home to the BC Ventures team.
My favorite part though is just reconnecting with partners and industry friends, as it’s from people that I learn the most. Being multilingual (English is my third language after Spanish and French) and from Latin America myself, I’m also hoping to meet and learn from iGaming colleagues from across the region. Looking forward to lots of idea exchanges and as always, a great time.
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