Why streams are a unique format for casino advertising

In just six months of immersing in the world of casino streams, a newcomer could become a successful influencer earning tens or even hundreds of thousands of dollars.

Today, it seems like everyone is streaming casino games: blog- gers, musicians, adult film stars, and influencers from other niches. But in 2016, these individuals saw nothing but negativity in casino streaming — most either criticized the format or didn’t take it seriously.

Everything changed at the end of 2018, when YouTube saw its first wave of channel bans related to gambling content. By then, many casino brands, watching the success of their competitors, began collaborating with streamers or even creating their own. The iGaming influencer market became overheated — bloggers were paid monthly fees for a single stream! Many agreed, underestimating the potential of RevShare-based collaborations.

Now the situation has changed — it's no longer possible to make big money without a team and experience. However, the market is still flooded with attractive offers from advertisers.

Why, after eight years, does the industry of long-form advertising videos continue to grow and thrive? Here are several reasons:

1. Associativity. Viewers can easily relate to the streamer. There are no strict rules for "how to stream," which is why the market is filled with a variety of streamers, each finding their own audience. As a result, viewers can find their "own" streamer, someone with whom they can identify.
2. Engagement. During streams, viewers get emotionally involved: they share the streamer’s triumphs and setbacks. They can suggest games to play, ask questions, and get responses in real time. By playing with large deposits, the streamer turns the viewer into a participant, essentially playing along with them.
3. Giveaways. Thanks to the large budgets of casino streamers, they have a powerful tool for attracting and retaining viewers — the ability to give away large sums. This sets them apart from influencers in other niches, where giveaways might not be as significant.
4. Creative Potential. When a creative person has access to substantial funds, the result is high-quality, interesting projects that capture the attention of a broad audience.

For casino streamers in the CIS market, there are certain "bonuses" that their Western counterparts do not have:

1. Lack of Regulation. Thanks to the absence of strict regulations, streamers do not have to pay taxes on winnings, obtain affiliate licenses, or submit reports. Streamers are not afraid to openly discuss their earnings: some showcase multi-million affiliate programs, while others boast about their fees, even displaying their earnings and conversations with managers directly on the stream.
2. Criticism and Negative Media Attention = Hype. When authorities publicly condemn casino streamers, it only brings more atten- tion to the niche. This negative coverage often leads to increased visibility and curiosity, ultimately boosting engagement.
3. Flexibility of Russian-Language Projects in Budget Allocation. Casino streamers with good traffic can negotiate the best terms with casinos: payment per stream, increased RevShare percentage, funds for giveaways, promo codes, races, and tournaments for referrals — there are many options available to choose from.

Currently, the casino streaming niche is attracting more and more attention, and with this comes new restrictions — YouTube regularly blocks channels and introduces new rules for gambling-related content. Twitch also has strict rules against "gambling" content, and the support from moderators is slow and often ineffective.

Fortunately for streamers, a new platform called Kick is gaining popularity. However, even if this platform is shut down, casino streams will simply migrate to Discord, Telegram, or other channels. This is because high-quality traffic and audience interest will always drive investments from casino brands.