Anastasia Zaichko, CMO at Famesters, doesn’t sugarcoat the realities of influencer marketing in iGaming. As the industry grows, so do the risks—especially when it comes to fake followers and fraudulent metrics. In this interview, Zaichko unpacks the hidden costs of influencer fraud, why basic vetting isn’t enough, and how brands can protect both their budgets and reputations in a space where compliance is just as critical as creativity.
Famesters works across multiple verticals, including iGaming. What unique challenges and opportunities do you see when running influencer marketing campaigns specifically for iGaming brands?
Anastasia Zaichko: In iGaming, the excitement is high but so are the stakes for marketers. The biggest challenge is navigating the patchwork of regulations: what’s acceptable in Brazil might be restricted in Germany, and vice versa. Creative ideas must pass through a compliance filter before they reach the audience.
On the flip side, iGaming audiences are incredibly engaged. Our team released the Influencer Marketing for iGaming report that shows that North American players spend an average of 107 minutes per day online gambling, and European players follow closely at 97 minutes. This creates a unique opportunity to deliver campaigns where the audience is not just passively consuming content but actively interacting with it, whether it’s following a live-streamed poker session or engaging in a sports betting tip series. Influencers here aren’t just “endorsers”; they’re community leaders whose recommendations can genuinely shift player behavior.
Influencer fraud is a major concern, especially in regulated spaces like iGaming. How does Famesters ensure influencer authenticity and compliance? Are there any influencers or creator types you trust most in this space?
Anastasia Zaichko: We start with data. Before partnering, we vet influencers to check audience authenticity, engagement quality, and follower geography. Fake followers and inflated stats don’t just waste budget, they risk regulatory trouble if the audience includes underage users.
If we’re working with an influencer for the first time, we always do a trust check. Manual data verification is key because some influencers may provide falsified stats, so we verify all data, watch for signs of image editing, and even request screencasts to confirm analytics.
Compliance is a two-step process: first, ensuring the influencer’s past content meets advertising standards; second, providing them with clear creative and legal guidelines. This includes mandatory age disclaimers and responsible gambling messages tailored to each market.
iGaming audiences are diverse and global. How does Famesters approach influencer selection to reach these varied markets? Are there any regional influencers or creators you’ve found to be especially effective?
Anastasia Zaichko: Our first step is always to get real about our goals. We can’t just pick a country on a map and expect to find the perfect influencer for every single town within it. Unlike targeted ads, we’re working with real people who have audiences that don’t always fit neatly inside a specific zip code.
For example, aiming for some specific US states is often unrealistic because the right creator might have a fanbase that spills over those borders. The same goes for very small regions. Sometimes, the perfect influencer for a tiny area just doesn’t exist.
Once we have a realistic audience in mind, we find the creators who genuinely connect with them. A great example is Latin America, which is booming right now. We’ve had fantastic results teaming up with local influencers because their communities are already passionate and knowledgeable about betting culture.
We also have to be smart about language. If we’re working with a Portuguese creator to reach Portugal, we know a significant part of their audience will likely be from Brazil. That’s not a bad thing, it’s just something we plan for, as it can actually widen our reach in a natural way.
And it’s not one-size-fits-all. In Canada, we found that poker-focused Twitch streamers were incredibly effective. Their format is perfect for the audience’s habits, with high engagement and a community used to watching on desktop. It’s all about matching the creator’s world with the audience’s interests.
A good example is Famesters’ work with Leon. The challenge was expanding into Canada without mixing in US audiences. We targeted a niche profile (60% male, aged 25+, interested in casinos, sports, and gaming) and recruited Twitch streamers with Canadian-heavy audiences. We amplified reach with cross-promotions on their other socials and tailored creative for each influencer’s style. Leon provided assets but let influencers keep creative control, which helped the content resonate.
Given the evolving regulatory landscape in iGaming worldwide, how do you keep campaigns agile and compliant without compromising creativity? Could you share an example where a creative influencer approach overcame regulatory challenges?
Anastasia Zaichko: We stay agile by planning our content in flexible, modular pieces. This means if a country suddenly changes its rules, we can quickly edit or swap out parts of a campaign without having to throw the whole thing away.
A big part of this is thinking creatively about how we connect with an audience without directly advertising to them. For instance, we’ve found great success by focusing on pure branding. Instead of talking about odds or bonuses, we work with influencers on content that highlights their passion and the platform’s support for it.
You can move away from direct calls-to-action and instead have influencers create genuine stories. For example, a streamer would talk about how “This brand helped bring my community together for a special event,” or a football team would mention “That brand is the sponsor that made our local tournament possible.” It’s not an ad for gambling, it’s a story about supporting passions and communities. This kind of sponsorship or branding content often exists outside of strict gambling licenses, allowing you to build a positive brand image in a tight regulatory space.
We also use non-standard geo-targeting. A perfect example is using Moroccan influencers to authentically connect with audiences in France thanks to shared language and some cultural elements. This cuts CPM from ~ $30 to ~$5-7 while still reaching affluent Tier-1 audiences bypassing higher costs and regulations.
We learn as much from what doesn’t work as from what does. Can you share a campaign in iGaming that didn’t go to plan and the lessons it taught you?
Anastasia Zaichko: While we’ve never had a campaign completely fall apart, we did run into a classic early lesson: influencer fraud. We once worked with a creator who had impressive-looking numbers that turned out to be mostly fake. It was frustrating, but it taught us a huge amount.
The biggest takeaway was that a good, clear contract is your best friend. It’s not just paperwork; it’s what lets you act quickly and protect a client’s budget the moment something feels off. Now, if we spot a problem, we can pause that partnership immediately. This means we save the client’s money and can pivot those resources to another, more genuine creator without missing a beat.
That experience forced us to build a much stronger safety net. We now do deep vetting. Manual reviews, checking analytics, and looking for real audience engagement. We also always have a backup plan ready. Influencers can drop out at the last minute for all sorts of reasons, so being flexible and having other great options on deck is just part of the job now. It’s all about making sure a campaign stays on track, no matter what happens.
From your data, what do iGaming players really respond to in influencer content—what emotional triggers or themes consistently drive engagement?
Anastasia Zaichko: Players respond to:
- Transparency: Honest wins and losses.
- Education: Tips, strategy breakdowns, odds explanations.
- Entertainment: High-energy delivery, suspenseful moments.
- Community: Opportunities to join challenges, leaderboards, or live Q&A.
And one of the most effective approaches for an emotional engagement in iGaming is gamification. At its core, gamification is just the idea of turning normal stuff into something more fun. It’s making the audience part of the action.
For example, one of our Latin American campaigns had 5 YouTubers in a 4-week “influencer battle” to bring in deposits. Each week, the lowest performer did a fan-chosen punishment like singing in public, pie in the face, TikTok dances. Fans saw real affiliate dashboards live, posted deposit screenshots, and rallied to “save” their favorite. The result was 1,000+ first-time deposits, double the usual redeposit rate, and rising conversions weekly. Three creators signed long-term deals.
Looking ahead, what trends do you foresee shaping influencer marketing in iGaming over the next 3–5 years? Are there any up-and-coming influencers or content formats you’re excited about?
Anastasia Zaichko: We see three main trends:
- Short-form dominance: TikTok and Instagram Reels are becoming entry points for younger audiences.
- Interactive streaming: Live betting sessions with audience polls and gamified predictions.
- Crypto-integrated content: As 55% of the global iGaming audience owns cryptocurrency, expect more creators showcasing blockchain-based casinos and betting platforms.
Emerging voices like micro-streamers on Twitch with hyper-loyal audiences will likely rival big names in ROI.
Also we see the growth of new platforms like Kick. Launched in 2022, Kick’s viewership jumped 404% in early 2023. Gambling content is prominent, and CPMs are lower than Twitch. Its niche, loyal audiences (especially in gambling, lifestyle, and finance) offer high engagement for brands willing to go direct with streamer sponsorships.
Are there any influencers you think are currently redefining iGaming marketing? Who should we be watching right now?
Anastasia Zaichko: Some standouts:
- Ryan Bender: Sports betting analysis across basketball, hockey, and football.
- Francine Maric (Lady Luck): Casino content with 700K+ YouTube subs and a multi-platform presence.
- Jeff Gross: Poker pro with $5M in tournament earnings.
- Kelly Stewart (Kelly in Vegas): Sports betting insights with a personal touch.
- Steve Stevens: High-energy sports betting personality.
These creators blend entertainment, expertise, and trust which are the qualities that make them ones to watch in the iGaming space.
Apart from established names, keep an eye on hybrid-content creators, those mixing lifestyle, travel, and iGaming seamlessly. For example, creators who vlog their trips to Vegas while integrating online gameplay segments. These creators blur the line between entertainment and betting, attracting audiences who might not have considered iGaming before.
With a background in digital media and a keen eye for emerging technologies, Ronaldo bridges the gap between players and platforms through clear, insightful reporting to the iGaming industry.
