Watching Xposed play live blackjack on Twitch is a serene experience that appeals to marketing-affiliates. He engages with viewers by discussing topics like SpaceX launches and his own interests, while also showcasing his gambling skills. You can enjoy his stream in the background while focusing on other tasks, all while benefiting from a €20 free bet from Xposed. This new generation of affiliate marketing is rapidly growing and will soon dominate other forms of directed traffic to operators.
In the world of gambling, dedicated streamers are emerging across the globe. Even Japanese casino players have gained popularity on platforms like Twitch. This shift towards streaming content is driven by the preferences of Millennials and Gen-Zs who are not interested in long-form content. Instagram, TikTok, and YouTube have already paved the way for this trend, and Twitch has amplified it, impacting other revenue streams for affiliates.
Twitch has become a hub for affiliate marketing with its demographics aligning well with the target audience. This has led companies like Ubisoft and Epic to increase their support for dedicated streamers. While many gambling streamers initially focused on playing for fun or personal gain, a new wave of streamers entered the scene with better presentation skills and high-quality broadcasting capabilities. These brand-sponsored gambling streamers provide operators with an excellent promotion opportunity.
However, there is a need for clearer differentiation between sponsored streamer content and regular content. Streamers further up the hierarchy often function as affiliates, yet this is not always transparent. Despite this, a well-curated stream can still be entertaining, as long as the underlying agenda is apparent.
Regarding the future of streamers, there are both challenges and opportunities. Regulations are likely to impact gambling streamers in some form, similar to the regulations placed on loot boxes and spending limits. However, the extent of these restrictions remains uncertain due to the complexity of implementing legislation for the entire streaming medium.
On the positive side, streamers are becoming strong brands with a growing fanbase. The quality of their content attracts more viewers and followers, making them valuable assets that can be bought and sold. As a result, player lifetime revenue shares may become less significant compared to the value of streamers themselves. This shift in dynamics calls for operators to focus on securing the right streamer partnerships to reach their target audience effectively.
Operators may also face challenges as streamers gain the ability to divert traffic to various brands, potentially surpassing the value of the operators they promote. The future of streamers looks promising as long as streaming platforms continue to support them and promote transparency with sponsored content. This trend is expected to extend beyond Europe, influencing gambling practices in the Americas and Asia.
Overall, the future for streamers in the affiliate marketing industry is bright. Their growth and impact on traditional viewing habits are undeniable. Stay tuned for InnovateChange Affiliate’s Affilipod podcast, featuring affiliate streamers discussing their plans for growth.
Julian Buhagiar, co-founder of RB Capital, is an experienced investor, CEO, and board director in gaming, fintech, and media markets. He has been involved in investments, mergers and acquisitions, and exits totaling over $370m.
