Systematic Influencer Marketing in iGaming: LeonBet Case

Prepared a media plan and coordinated with influencers

We selected influencers based on the client’s specific business goals. Our focus was on priority GEOs and an 18+ audience, with careful checks for relevant iGaming experience and audience quality, free from bots and fake engagement. We evaluated real engagement metrics, the streamer’s content format, and the potential to scale through bundled placements. This approach allowed us to launch campaigns with predictable results and controlled risk.

We worked across more than 15 GEOs, including France, Germany, Sweden, Kazakhstan, and others with strong demand from a relevant audience. These markets showed consistent interest in online casinos and streaming formats and allowed campaigns to scale without the risk of account bans.

We identified priority platforms and allocated the budget across influencers of different scales. At the same time, we had to work around certain restrictions: not all platforms allow direct promotion of gambling, so we immediately built in alternative formats. For example, instead of mentioning betting directly, we suggested entertainment-style integrations.

Next, we moved on to negotiations with influencers, discussing formats and placement terms. In the gambling niche, many influencers are cautious about advertising, so we offered softer scenarios: entertainment challenges, native mentions. This approach helped us secure placements on favorable terms.

Built a long-term streamer management system

Streamers have become the main acquisition channel for new players. That’s why it was crucial to develop a structured approach to their selection, onboarding, and testing, while maintaining a stable core of high-performing partners in each region. The main challenge lies in the constant search for new streamers with active audiences, as well as in navigating advertising restrictions in certain countries.

Our process follows a clear framework:

• onboard a streamer and test performance for one month (usually based on five streams);
• if the streamer shows a high FTD rate after a month and five streams, we extend the partnership until metrics start to decline;
• continuously test new streamers to maintain a core of top performers in different regions, since audience interest typically drops after 4–6 months.

This approach has proven successful thanks to the analytical tools we use to evaluate audience engagement and streamer performance. Over the past two years, we’ve worked across more than 20 GEOs. The most effective regions have been Sweden, France and Kazakhstan.

Prepared and launched content

We developed topics and content scenarios with iGaming restrictions and the rules of each platform in mind. All content went through a pre-check for compliance with the policies of Twitch, YouTube, Instagram, and other channels. We avoided mentions of big wins, direct calls to gambling, and aggressive marketing language.

Campaigns were targeted only at audiences that met age and legal requirements, while creatives followed a neutral, native tone without promises of “easy money.” To reduce the risk of bans, influencers used indirect links via multi-link services such as Linktree. This approach allowed content to be published consistently and without restrictions.

The most effective setup was the combination of Stories and Streams. Stories delivered quick reach and initial brand awareness, while streams enabled deeper engagement and live product demonstration. This mix generated the highest number of registrations, deposits, and first-time deposits (FTD).

Collected analytics and optimized campaigns

We tracked key metrics, including registrations, CPA, and FTD, with CPA calculated as the cost per first deposit. The initial integrations drove growth in brand mentions and traffic, after which we moved into systematic optimization. Acquisition costs were influenced by the quality of streamers’ audiences, the integration formats, and placement frequency within each GEO. Based on performance data, we scaled high-converting setups, paused weaker formats, and adjusted the media plan, making results predictable in terms of ROI.