The last Gaming Americas Virtual Meetup for Q3 of 2024 delved deeply into one of the most popular trends in the iGaming industry: streamers. How is this trend evolving in the Americas, and what have companies learned from Europe’s momentum? What qualities should companies seek in a streamer, and how can they fully harness their influence?
In the Meetup’s second session, we were thrilled to welcome back our favorite industry legends: Bill Pascrell III, Partner at Princeton Public Affairs Group (PPAG); Jeremy Kleiman, Gaming Attorney and Member at Saiber LLC; and Martin Lycka, SVP of American Regulatory Affairs and Responsible Gambling at Entain. They shared the latest updates on US legislation and their perspectives on the current landscape.
Streamers’ Role in Gaming Industry Growth
Moderator and HIPTHER Co-founder, Zoltán Tűndik, welcomed experts Troy Paul, Co-Founder & CEO of SGG Media; Martyn Hannah, Founder & Managing Director at Comparasino; Yoni Sidi, CEO at Winpot Casino, and Jekaterina Dubnicka, Marketing & Communications Manager at Slotsjudge, and kicked things off with the considerations gaming companies need to make when partnering with streamers. The panel agreed that while there’s still room for growth and improvement, the use of streamers and micro-influencers has proven to be a valuable marketing strategy for the industry.
Selecting Influencers for Brand Engagement
“Microinfluencers” was the new word of the day for Zoltan, and apparently, a critical concept for the industry. Yoni and Troy highlighted the importance of engagement, authenticity, and expertise when selecting streamers or influencers for a brand. They stressed that a smaller, more authentic influencer who deeply understands the product and effectively engages their audience is often more valuable than a larger, less engaged influencer. They also emphasized the need for consistency and transparency in both content and deal structures. The team agreed that while well-known personalities might draw a larger initial audience, their long-term engagement and impact are less predictable.
Influencer Marketing in Gaming Industry
Jekaterina and Troy explored the impact of influencer marketing within the gaming industry with Jekaterina arguing that medium and micro-level influencers often drive better engagement and attract new audiences more effectively than their larger counterparts. Meanwhile, Troy highlighted the significance of budget considerations and tailoring influencer partnerships to the specific type of campaign.
Zoltan raised important concerns about the authenticity of social media followers, underscoring the need for greater transparency in influencer marketing practices. Adding a practical perspective, Yoni shared insights from his experience in tracking the return on investment (ROI) of marketing campaigns, using tools such as promo codes and engagement metrics to gauge effectiveness.
Choosing the Right Influencers and Streamers
Yoni stressed the importance of selecting the right influencer for a brand’s campaign, emphasizing qualities such as honesty, authenticity, and strong customer engagement. He also highlighted the benefits of treating influencers well and providing them with valuable insights into the business.
Troy added to the conversation by differentiating between public-facing feedback and constructive criticism. He emphasized the need for open and honest communication with influencers to foster effective partnerships.
Jekaterina shared her positive experiences with proactive streamers who actively work to enhance the brand’s image. The discussion also explored how brands can leverage streamers to connect with more traditional audiences, expanding their reach beyond digital platforms.
Streaming Platform Audiences and Engagement Strategies
Zoltan, Jekaterina, Yoni, and Troy examined the demographics of streaming platform audiences and discussed effective engagement strategies. Jekaterina highlighted that a mature audience, ranging from 30 to 60+ years old, is actively engaged with streaming content. She suggested targeting this demographic through platforms like Facebook and YouTube, as well as by creating discussion groups to foster interaction.
Yoni, on the other hand, emphasized his company’s efforts to attract a younger audience, specifically males aged 18 to 35. The team shared their personal insights and experiences with streaming and its diverse audience, wrapping up the discussion with a look forward to the next quarterly update from the US.
US Legislation Round-up Q3: Bill Pascrell’s Political Predictions
Our favorite dynamic trio, Bill Pascrell, III (BP3), Jeremy Kleiman, and Martin Lycka “entered the chat” and Bill got the ball rolling by sharing his views on the current political climate and its potential impact on the gaming industry. He expressed support for Joe Biden and Kamala Harris, citing their predictability and potential for more favorable policies for the Gaming industry. Bill also discussed the uncertainty surrounding the reinterpretation of the Wire Act and the potential impact of Congressional elections on a legislative fix. Bill also shared his predictions for the upcoming election, stating that a Trump White House, Republican Senate, and Democratic House would be the worst possible outcome, while a Democratic control of everything would be the second worst.
Legalizing Sports Betting in Texas
Bill and Martin discussed the prospects of legalizing sports betting in Texas. They noted that the state legislature only meets every two years, making any potential progress on this issue slow-moving. However, they believe that the upcoming legislative session, coupled with the support of influential figures like Jerry Jones and Dan Patrick, could bring the issue closer to a vote. They also highlighted the need for the gaming industry to improve its operations and messaging to have a better chance of success.
Addressing Gaming Industry Lobbying Challenges
Jeremy and Billl discussed the inefficiencies and challenges of the current lobbying approach for the gaming industry, particularly in California. They criticized the lack of coherent messaging and the waste of resources due to multiple stakeholders pursuing their own interests. Bill suggested a more unified approach, emphasizing the importance of respecting tribal sovereignty and educating each other. They both expressed pessimism about the future of online gaming and sports betting in California, citing past failures and the current lack of a coalition among tribes and operators. Martin agreed, noting the potential for offshore operators to benefit from California’s situation and the need for regulation to combat the black market. The panel also highlighted the importance of finding a solution that satisfies all parties involved.
Mobile Sports Betting and Gaming in New York
Jeremy, Bill, and Martin explored the ongoing issues surrounding mobile sports betting and gaming in New York. Bill provided an update on the situation, highlighting the efforts of Assemblyman Pretlow and Senator Addabbo in pushing for sports betting online and retail. He also expressed concerns about the potential cannibalization of the lottery by iGaming and the challenges faced by the budget due to these issues. Martin emphasized the need for clear communication and education for legislators regarding online sports betting and eye gaming. The conversation ended with an appreciation for the productive discussions and the anticipation of future meetings.
Watch the Gaming Americas Q3 Meetup recording on YouTube and HIPTHER TV!
Will your company elevate its marketing game with streamers? And do you agree with our experts’ views on the US legislation landscape? Take note and get ready for the Gaming Americas Q4 Virtual Meetup in November 2024!