Kelwynn Andrade shares his thoughts on the rising influence of micro-influencers in the iGaming industry. As more iGaming brands move beyond traditional celebrity endorsements, micro-influencers are stepping in to connect with niche audiences in a more personal and targeted manner.
In this interview, Kelwynn delves into how these smaller influencers are helping brands build trust, engage more effectively with players, and increase their reach. He provides a detailed look at how content creation is evolving, and why authenticity is so critical for success in today’s iGaming marketing strategies.
Recently, we had the opportunity to sit down with Kelwynn and discuss how this shift towards micro-influencers is changing the game, and what the future holds for iGaming marketing.
This interview covers:
- How micro-influencers are reshaping iGaming marketing.
- Why brands are shifting from big names to niche creators.
- The connection between influencer content and affiliate marketing.
- The role of trust and authenticity in audience engagement.
- New trends in influencer involvement at iGaming events.
How do smaller influencers contribute to the visibility of iGaming brands today?
Kelwynn Andrade: In iGaming, visibility without trust doesn’t go far — and that’s where smaller influencers come in. Unlike mass influencers who broadcast to millions, micro-creators often speak directly to tight-knit, engaged communities. We’re not just pushing out content; we’re building relationships.
When I post about a casino app or a betting platform, my audience knows it’s based on real use — not a script. That authenticity makes people more likely to explore a brand, not because I told them to, but because they trust how I communicate.
Why are more iGaming brands investing in micro-influencers over celebrities?
Kelwynn Andrade: Because brands are learning that influence isn’t about size — it’s about connection. Micro-influencers offer access to highly specific audiences: sports bettors, poker communities, slot streamers, you name it. We reach people who are already in the mindset to engage.
What’s more, the cost of working with ten targeted micro-influencers often delivers more ROI than one celebrity post that disappears in a sea of content. And importantly, we often provide feedback — helping brands improve before they even launch wider campaigns.
Having attended major industry events, how do influencers contribute to shaping the atmosphere and engagement at these events?
Kelwynn Andrade: We’re no longer on the sidelines. Influencers have become part of the main ecosystem at events like SBC, SiGMA, or ICE London. We’re often the link between the B2B world and the end user — translating complex announcements into relatable content.
At my last event, I did a short video explaining a new gamification feature a brand launched. It wasn’t flashy — but it reached thousands of viewers who never would’ve read the press release. That’s the power of being on the ground and speaking the player’s language.
How do these events boost your impact as an influencer?
Kelwynn Andrade: They deepen both credibility and knowledge. When followers see me attending keynotes or talking with product teams, they understand I’m not just repeating information — I’m learning and then sharing insights with them in a simplified, trustworthy way.
Events also show that iGaming isn’t just luck and bonuses. It’s tech, innovation, user safety, payments, AI. By covering those angles, I help change perceptions — especially for people still skeptical about the industry.
What type of content gets the most engagement from your audience?
Kelwynn Andrade: Hands down: authentic, educational, and visually engaging content. My followers love short reels showing how features work, real betting experiences, or moments of real success — not staged ones. Behind-the-scenes from casinos, live streaming, or stories that explain odds or volatility in simple terms always do well.
The sweet spot is mixing entertainment with utility. For example, a quick tip on reading wagering requirements might not seem flashy, but when wrapped into a 15-second video with real examples, it gets traction because it solves a real player problem.
How crucial is audience trust for smaller influencers promoting iGaming brands?
Kelwynn Andrade: It’s everything. We’re not just endorsers — we’re gatekeepers of credibility. If I promote a brand that turns out to be unreliable, it doesn’t just hurt them — it damages my long-term relationship with my followers.
That’s why I only talk about platforms I’ve tested thoroughly. I check withdrawal speeds, support responsiveness, and even bonus terms. It’s not enough to like a platform — I need to believe in the experience I’m recommending.
Is the closer relationship micro-influencers have with their followers part of why they outperform bigger names?
Kelwynn Andrade: Absolutely. Micro-influencers often maintain real conversations with their audience. I get DMs every day asking for opinions, advice, or feedback. That connection turns followers into real players, not just viewers.
With bigger names, the content can start to feel generic. But with smaller creators, there’s a personal touch that creates loyalty, and in an industry built on trust, that loyalty is everything.
How do you maintain authenticity when working with iGaming brands?
Kelwynn Andrade: It starts by saying no to the wrong partnerships. If a platform doesn’t align with my values or feels misleading in any way, I won’t promote it. And when I do partner, I keep my voice — my tone, my style, my format.
I don’t just read off a brand brief. I show how I use the product, what I like (and sometimes don’t), and I invite honest feedback from my audience. That approach has helped me grow, even if it means being more selective.
Have you noticed any changes in how brands approach influencer marketing now compared to a year or two ago?
Kelwynn Andrade: Yes, definitely. A couple of years ago, most brands were focused mainly on reach — they wanted big numbers and viral moments. But now, there’s a clear shift toward long-term partnerships and deeper engagement. Companies are starting to realize that building trust and community delivers better ROI in the long run.
This is especially true in affiliate marketing, where smaller influencers are becoming valuable partners. Their content doesn’t just promote a brand — it also supports conversion, loyalty, and retention. As a result, more affiliate programs are actively looking to work with micro-influencers who can bring in quality traffic through authentic engagement.
What content formats do you think will define the next phase of iGaming promotion?
Kelwynn Andrade: Livestreaming is going to explode. Whether it’s real-money gameplay, strategy sessions, or Q&A-style broadcasts, people want to see real-time interaction. It feels transparent — and transparency builds trust.I also think we’ll see more serialized content.
Not just one-off promos, but multi-part stories that show how a product fits into someone’s real betting experience over time. This format works well for platforms that want to demonstrate value, not just features.
With more visibility comes responsibility — how should influencers handle responsible gambling messaging?
Kelwynn Andrade: We have to lead by example. That means showing not just the wins but the losses, the limits, and the reality. I often talk about my personal betting habits, how I set time and deposit limits, and when I take breaks.
It’s important to portray gambling as entertainment, not a financial plan. That doesn’t mean being preachy — it means being honest. The audience appreciates it, and the industry needs it.
Do you think there’s enough ethical awareness in the influencer space?
Kelwynn Andrade: Not yet. A lot of influencers are still chasing numbers without fully understanding what it means to promote a betting platform. There’s a responsibility that comes with this — especially when younger audiences are watching.
We need more education — for both creators and brands. What’s ethical? What’s responsible messaging? What kind of platforms should be off-limits? These conversations need to happen more often, and publicly.
What’s something iGaming brands still misunderstand about working with micro-influencers?
Kelwynn Andrade: That we’re just a cheaper version of a bigger influencer. In reality, we bring a different kind of value — deeper trust, higher engagement, and often better conversion rates.
My advice to brands is simple: invest in relationships, not just reach. When you collaborate with a micro-influencer as a partner, not a contractor, the results are more meaningful — and far more sustainable.
