22 April, 2021

Casino streamers: the new generation of affiliates

Helmet Guy, brand ambassador for PlayAttack Affiliates, speaks about the massive growth of casino streamers and what their popularity means for the future of affiliate marketing.

Game streaming has exploded onto the digital scene in recent years through platforms like YouTube and Twitch, the latter of which began in 2011. Generally speaking, when people refer to streamers, they tend to think of people who play video games like Fortnite or Warzone and stream them to thousands of viewers of varying age groups on these platforms.

Streaming for casino games didn't kick-off until around 2015. As of 2021, Twitch now has specific categories for casino streaming, which is quickly becoming a new phenomenon in the gambling industry. Indeed, these streamers are the new kids on the block when it comes to affiliate marketing. Casino streaming has witnessed such massive growth, and comes with so much potential as there is something in it for everyone. And by everyone, we mean the streamers themselves, their audiences, online casinos and affiliate programs.

The Streamers: what’s in it for them?
Essentially, casino streamers are just like regular players, with the main difference being that they stream while playing and place bets on various games in an attempt to win and make money. Obviously, they don’t rely on winning slot games as a primary source of income.

One of the main reasons to get into casino streaming is that unlike video game streaming, there’s a low barrier to entry. In comparison, video game streamers require endless hours of practice to hone their skills and become one of the top streamers in their field, whereas most casino games are relatively easy to learn. In other words, as long as you know what you’re doing and possess a bit of charisma and an entertaining personality, viewers are bound to come and watch you play. Moreover, streamers still require some capital to get started, as they’ll need to purchase a PC that is strong enough to stream while playing, a quality microphone and a webcam. While webcams are not strictly necessary, it provides an added element to the viewers’ experience by allowing them to witness the streamer’s reactions in real time. This adds a sense of engagement and creates a “bond” between the streamer and an audience.

Furthermore, there are a variety of ways in which casino streamers earn their money. They need sufficient income to pursue it as a full-time profession, just like the rest of us. The primary method, similarly to regular affiliates, is through an affiliate program. Yes, many affiliate programs have realised the potential of casino streamers to the point where some now have separate affiliate programs specifically dedicated to them. This includes PlayAttack, where streamers can sign up and start streaming their favourite slot games from PlayAttack brands like SlotV, Frank Casino and Mr Bit, with the ultimate aim being to drive their audience to the brands in return for a commission.

While affiliate programs are the primary means of earning income, there are alternatives. Streamers can opt to charge viewers a small amount to subscribe to their channel on Twitch, and they can also earn income by showing Twitch commercials now and then during streaming. Casino streaming is also an exciting pursuit for those who possess a genuine interest and passion for casino games. It’s an excellent alternative to traditional affiliate marketing strategies, although it still allows individuals to do what they love in their preferred working hours.

But why and how has casino streaming gained such popularity and attracted such big audiences? And why is casino streaming so attractive to an audience?

The audience: why they tune in
Casino streaming has appeased a generation of players who are more likely to be attracted to video as a way of consuming their content, rather than long-form written pieces about where they should play. Through online casino streams, individuals feel as though they've become part of a community where they can directly interact with other audience members and the streamers themselves. There's a vital social aspect involved, so much so that people look forward to spending their time simply hanging out with others during a live stream.

Players might be unsure about how certain games work or whether they can trust an online casino brand. They might even look to learn a few tips and tricks on how they can increase their chances of winning in games like poker, for instance. In situations like these, players will seek out someone they can trust, and there's no better way of doing this than by actually witnessing someone play casino games on specific brands and seeing what they think and do in real-time.

The simple fact is streamers tend to have big personalities that their audience members resonate deeply with, causing them to keep coming back each time a streamer goes live. Now that we have established why casino streaming is attractive for streamers and their audiences, what exactly is in it for affiliate programs?

Affiliate programs: should they invest?
In a nutshell, yes. Affiliate programs are now beginning to modernise how they go about their business by reaching out to casino streamers and making them an important part of their overall strategy for driving traffic. As previously mentioned, casino streamers build communities with their audiences by making them feel welcome and part of something special. It creates the opportunity for affiliate programs to reach a different segment of players who decide where to play based on the positive things these streamers on Twitch and YouTube say about online casino brands.

So by getting streamers to sign up for your affiliate program, you're guaranteed increased brand awareness and lead generation. By adopting this approach, these potential players will be familiar with the quality of games your brands offer, the welcome bonuses, tournaments, promos and everything in between. The future of casino affiliate marketing is looking brighter than ever and casino streaming has added a fresh, modern element to what is already a gratifying experience for everyone involved.

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