EEGS Webinar discusses how influencers can elevate iGaming brands to new heights

In an increasingly digital world, the influence of social media personalities is undeniable, including within the iGaming industry. To stay competitive and engage with a broader audience, brands must adapt to the growing power of influencers, according to a recent EEGS Webinar.

The EEGS Webinar, "The Rising Power of Influencers in iGaming: Use Their Power for Your Success," brought together key experts to explore how influencers can elevate iGaming brands to new heights. Expert speakers Jekaterina Dubnicka, Alexandra Voronetskaya, and Wojciech Trzaska shared their insights on the nuances of influencer marketing and how companies can leverage this to succeed.

Working with influencers

Alexandra Voronetskaya emphasized how significant the decision to collaborate with influencers is for any company. "When a company decides to work with influencers, it is a very brave step," she noted. This decision means not only expanding a brand’s visibility but also committing to a much more open communication strategy.

Working with influencers is not just about showcasing a product; it’s about creating an authentic connection. Brands must be prepared for heightened visibility, quicker responses to public feedback, and increased flexibility in their strategies.

"You have to answer quicker; you should be more flexible," Alexandra explained, underscoring the evolving nature of marketing in today’s fast-paced world. This openness can be daunting for some brands, but it can also bring tremendous benefits when executed well.

The importance of authenticity

Jekaterina Dubnicka, on the other hand, highlighted the importance of authenticity when collaborating with influencers. “If you decide to go live and public, there is one crucial thing you need to know: No subscriber is interested in your surface. Everyone wants to see something deeper,” Jekaterina said.

This statement is particularly fitting in the context of influencer marketing. Audiences today crave genuine connections and transparency rather than polished advertisements, the webinar highlighted.

She went on to challenge companies considering influencer partnerships: “Before you decide to work with influencers, you need to answer yourself: Why?”

This question serves as a reminder that influencer partnerships should be rooted in a clear strategic vision. It's not enough to just follow trends — businesses need to understand why they want to engage with influencers and how they plan to create value for both their brand and the influencer's audience.

The power of smaller influencers

A common misconception in influencer marketing is that success is tied to having millions of followers. However, Jekaterina pointed out that the number of followers doesn’t always equate to success.

“The huge amount of followers doesn’t necessarily bring success,” she noted, pointing to the fact that smaller influencers often yield greater engagement. Smaller influencers tend to have a more loyal and interactive audience, making them more flexible and responsive to brand messages.

In iGaming, where emotional connection plays a key role, Alexandra emphasized the importance of finding influencers whose values and approach resonate with the brand. “Working with influencers is about emotions, and when you are on the same page, that is magic,” she said. It’s about creating an authentic, emotional link that transcends the transactional nature of traditional advertising, the expert added.

All attendees of the EEGS Webinar received a Certificate of Attendance, acknowledging their commitment to learning and professional development in the iGaming industry.

For those who missed the live session, the on-demand video is now available – featuring key insights on how influencers are reshaping marketing strategies and practical tips on choosing, briefing, and collaborating with them effectively. 

The full session is available online.