Bernd Baumert
Director of Games Production and Operations
Greentube
Bernd Baumert is Director of Games Production and Operations at Greentube, joining the Novomatic Digital Gaming and Entertainment division in 2023. Previously Head of Business Development at Novomatic, with more than 12 years' history with the Business Development department. Bernd has great expertise of the industry, providing the knowledge to take Greentube to the next level. Through his extensive experience in both land-based and online gaming, Bernd is constantly striving to introduce new mechanics, themes, and game types that put Greentube at the forefront the industry.
Kate Puteiko
CMO
BGaming
Kate Puteiko has around 10 years of profound experience in marketing. In 2020, Kate joined BGaming as a Product Marketing Manager. For two years, she has headed the Marketing department as Chief Marketing Manager. Now Kate has a team of 14 managers with whom she successfully implements international marketing campaigns, raises brand awareness and makes BGaming stand out from others.
Vlad Slyusarenko
CMO
Betcore
Vlad Slyusarenko is the CMO of TVBet, CEO of Bet on Good Foundation and CMO of Betcore.
Francine Maric
Influencer
Lady Luck HQ
Francine Maric, better known as Lady Luck HQ across social media, is a digital entrepreneur and gaming aficionado. Specialising in casino gaming, she has successfully converted her passion into multiple revenue streams by creating monetisable content across various platforms. With over 4 million unique views per day across platforms like YouTube, Facebook, TikTok and Instagram, she's redefining what it means to be a social media powerhouse in gaming. Partnered with SCCG.
Tereza Melicharkova
Head of Marketing
Swintt and Glitnor Group
Tereza Melicharkova Starting her iGaming career at NetEnt, Tereza has held senior marketing roles at Pragmatic Play, Relax Gaming and Pariplay. She joined Swintt in June 2021 to support the commercial team through a range of marketing initiatives, and to drive awareness of the brand among operators and the wider industry. Today, she occupies the post of Head of Marketing at Swintt and Glitnor Group.
Yuliia Makarchuk
Head of Marketing
Gamzix
Yuliia Makarchuk is Head of Marketing at the popular European slot provider Gamzix. A leading marketing and communications specialist with eight years of experience in advertising and brand management.
What does it take to be a successful casino streamer?
Bernd Baumert:
As a supplier using streamers to showcase our games, we are looking for true passion, enthusiasm and knowledge of the product. Having a large following is of course important as we want to reach out to a big audience. At Greentube, we focus a lot on localisation and market-dedicated content, so streamers with a strong presence in particular countries can be more essential to us, even if the number of viewers is not the highest.
Kate Puteiko:
Successful streamers are those who have a genuine passion for what they do, understand the games inside out, possess that special something that draws people in, interact with viewers, stay trendy, continuously improve their content, and leverage collaborations and sponsorships.
Vlad Slyusarenko:
Today, casino streamers are rapidly gaining popularity, and competition and excitement around their broadcasts are growing. Some rely on outrageousness, while others rely on a deep understanding of the game's rules. However, in my view, for a streamer to succeed, they must possess several key traits. Firstly, it's essential for the streamer to be well-versed in gambling games and genuinely enjoy playing them. After all, their primary audience consists of enthusiasts of the game. Positioned between the creators of the game (like us) and its players, a streamer cannot afford to be indifferent to the product, its nuances, rules, history and opportunities. I won't dwell on the obvious aspects like understanding the target audience, charisma, engaging equipment and a solid plan. According to the latest analytical data prepared by my marketing department, the most popular streamers today are always a hot mixture of outrageousness and personal magnetism, knowledge of the topic, and the ability to play. This set is characteristics is for anyone who begins to build contacts with a broad audience in any niche.
Francine Maric (Lady Luck HQ):
It's the most brutally awesome scenario you can think of. The idea and euphoria of creating casino content is fun, exciting, thrilling and enjoyable for most. The underbelly of that is high expense and long hours to become successful. Everyone has their own barometer but for me it was when I could successfully attain the title of most-watched gambling influencer in the world online between YouTube and Facebook and do it for years. Currently, doing over 2.5 Million unique daily views across YT and FB. It just takes consistency, grit, hard work and the ability to keep your audience happy with fresh content. Easier said than done, of course...
Tereza Melicharkova:
I think, these days, you need to show that you are legitimate and trustworthy to players. That really is important. You have to stream the right content; you should be playing with real money and you should not be fake with your reactions either. In the long term, streamers should also show that gambling is a form of entertainment. They should highlight that you should always gamble within your means, that there are responsible gambling tools available – but most importantly, that you should have fun when playing on a casino site. To be a successful casino streamer, you should have fun; don’t be scared about interacting with your audience and followers. That, I believe, is one of the most important factors. There are some really great streamers in this industry that are very close with their viewers – CasinoGrounds, Fruity Slots, Chipmonkz are all great examples of building that rapport with your audience. They interact with their audience; they listen to what the viewers want to see.
Yuliia Makarchuk:
Streamers are influencers. Their main job is to be interesting to people, know their needs and satisfy them. To hold the attention of the audience is not an easy task, but who said it would be like this? They have to be real, actually enjoy what they do, and do this not just for money. One of the best ways to become a successful streamer is to collaborate. For example, with game providers, where streamers can compete with the best ones and attract the attention of their viewers too. Also, game providers try to create the best opportunities for the streamers inside the game and prepare extra winning outside of it. Plus it is about gaining the audience's popularity, which is profitable for both sides. It can be win-win.
Has there been an increase in the demand for casino streamers content in current trends?
Bernd Baumert:
The use of streamers is still fairly new for us so it’s difficult to say whether it has sparked a higher demand for our content among the wider player base. We think operators take notice, though, and are more likely to feature content that is popular with streamers in better positions within casino lobbies.
Kate Puteiko:
With the iGaming industry booming, streaming is right in the middle of this trend, thanks to online gambling becoming more popular. BGaming has been actively collaborating with casino streamers, not only for partnerships but also by involving them in game testing; to gather feedback from real players and influencers, and incorporate it during game development.
Vlad Slyusarenko:
Of course, we all see that this market is developing as dynamically as its basis – developers of games and platforms, players, and their interest in the world of gambling and betting products. Gambling streams are gaining greater and greater attention as an exciting, entertaining form of content that allows viewers to watch the game in real time, adopting new game strategies and tactics. This increase in demand can be attributed to the rise in the number of online casinos and the growing interest in gambling in general. Casino streamer content is becoming popular both among those who play themselves and those who are simply interested in watching the gameplay.
Francine Maric (Lady Luck HQ):
Yes. There has been an exponential increase in demand from viewers, casinos and casino suppliers. One of the reasons we partnered with Stephen Crystal and SCCG was to tackle the rising demand from casinos and suppliers themselves. They've helped consult us through that given their experience.
Tereza Melicharkova:
I definitely think this demand has increased over the last few years, and I think there are a few different reasons for this. The first is that we have more and more operators and suppliers who are turning their focus towards different marketing strategies – and streaming is one of those strategies that has captured their attention. It’s hardly surprising, especially given how successful streaming has been for building brand exposure. The second reason is that video content is becoming more prominent in our day-to-day lives. You can’t put a nominal value on video content, it is invaluable. People want to see more and more video content; it is a fantastic way of engaging with audiences in a way that is more personable. So as that demand for this type of content continues to grow, I think the demand for casino streamers will continue to grow too.
Yuliia Makarchuk:
The casino audience is getting younger. And this is a perfect space for developing as a streamer, because Boomers prefer the same slots they were playing years ago. Millennials like to explore the game, find a perfect combination/solution. And here are Zoomers — a generation that was raised on influencer marketing. They trust people from social media and follow their chosen leaders. So, the more Zoomers will become gamblers, the more streamers will gain popularity. The demand is so strong that some countries are already trying to regulate the work of streamers on a governmental level. I am curious and excited to know where this will lead us.
Has the rise of casino streamers contributed to an overall growth of gaming revenue in recent years?
Bernd Baumert:
Streamers are still a small part of the gambling ecosystem and viewers of this type of content represent a particular player type. Ideally, we would want this activity to lead to increased revenues of course; but for us, it’s just as much about educating players on our games, as streaming allows us to really showcase our USPs and the true entertainment value our portfolio offers.
Kate Puteiko:
Certainly, casino streamers have an impact on the iGaming industry's revenue growth. They serve as a whole new kind of marketing channel that ultimately brings in more profit for operators and providers.
Vlad Slyusarenko:
The presence of streamers creates an additional platform for promoting and advertising online casinos, attracting new players and retaining existing ones. Watching streams also stimulates interest in gambling, potentially increasing the playerbase and consequently boosting revenue for gambling companies. Therefore, the escalating popularity of casino streamers undoubtedly contributes to the overall growth in gambling revenue.
Francine Maric (Lady Luck HQ):
This is an equivocal YES. Look at how Cosmopolitan Las Vegas became a small slot house to a massively successful operation that used casino influencers to drive traffic. No differently than what the Venetian has been doing recently with their strategy and reaping the rewards. Lastly, Seminole Hard Rock Tampa and Hollywood were the pioneers in casino influencer marketing and they have capitalised the most on this strategy and yields.
Tereza Melicharkova:
There is certainly some correlation between the rise in casino streamers and the growth of gaming revenues. Generally speaking, the online casino market is continuing to grow steadily because of the technologies we are starting to use, the influx of more tech-savvy audiences and a growing awareness of casino products on the market. Of course, those factors combined are going to lead to a growth in the casino industry as a whole. Streamers can be an effective tool of introducing more players to the casino industry. From a B2B perspective, it’s very difficult to show a direct return on investment from using streamers. But at Swintt, when we create a game that is interesting and engaging for players, we want to use streamers to showcase that to players. Of course, that thenbrings players back to your games. So there is a correlation in that regard.
Yuliia Makarchuk:
Streamers wouldn’t be so popular if people didn’t need them. Demand creates supply. The whole industry is becoming safer, more socially responsible and more open. And professional streamers just add value to this. They show the real process of a real game, with real pros and cons. That is why I said they have to take care of their reputation and play fair in all senses. And this is how we get a smart audience that looks at gambling as a fun story, not a dangerous one. This increases demand and, therefore, contributes to the growth of incomes.
How can casino suppliers use casino streamers to elevate their offerings?
Bernd Baumert:
Suppliers should use streamers as a sounding board for their content, to get feedback directly from players. This is hugely valuable and should feed into any future games we develop. Streamers are always very honest about what they like and don’t like, and the comments from viewers further add to that. It’s a growing area of the industry that can’t be ignored and suppliers should engage with influencers to get a better understanding of their products.
Kate Puteiko:
For BGaming, collaborating with streamers helps us increase brand awareness and promote games by showcasing new releases and boosting their exposure. Our latest collaboration with streamers resulted in the Aztec Clusters game, which is based on insights from over 10,000 hours of casino streams. We greatly appreciate the input of streamers in shaping this game.
Vlad Slyusarenko:
The first and most important thing is to involve streamers in your marketing. This field has expanded so significantly that disregarding it would be foolish. Secondly, they work well as native campaigns when they present everything as if it were their personal choice to play certain games, conveying the right narratives.
And finally, always remain creative and flexible: • Offer exclusive bonuses or rewards for streamers and their viewers (this will attract more attention to your games or platform). • Provide streamers with early access to upcoming releases so they can introduce them to their audience and build early hype around the games. • Casino providers can also actively collaborate with streamers by offering support and advertising to enhance their online presence and thereby attract new players. Some providers are already attracting streamers, doing scheduled broadcasts with them, and I think this significantly impacts the influx of bets on their games. Therefore, I believe that, if possible, it is worth paying attention to this method as additional advertising for your product.
Francine Maric (Lady Luck HQ):
Exposure, exposure and more exposure! Having offerings is great but there's only so much a direct mail campaign to an existing player can do. There's a reason Las Vegas and many other casinos around the world have struggled to attract millennials to gamble. Some have had marketing tactics that have resembled the 1980s direct mail tactics! You have to utilise intrusive mediums and be where the viewers want you to be. Online and in social mediums they enjoy, both long form and short form.
Tereza Melicharkova:
Ultimately, this comes down to establishing a strong relationship with your streamers and providing them with interesting content to show their audiences. Don’t be too pushy and, most importantly, listen to feedback from the streamers. They are the ones that are playing the games; they do this for a living. They have a really in-depth knowledge of what games are attractive, what games perform well and what features are trending. Negative feedback can sometimes be difficult to hear but listen and use this as a stepping stone to improve your games in the future. What I would also say is be smart with how you spend your budget when it comes to streamers. Not every game has to be streamed by every single streamer you work with, and it’s important to understand that – liaise with the streamers to work out what games are best for their audiences.
Yuliia Makarchuk:
Streamers are like independent evaluators. They provide feedback about the game, which is the main advantage of the collaboration with them. By having a gambling experience and being just a player, they create a personal experience that other people will gladly follow. Of course, we have testers in our team, but they are working for the technical result. A streamer will look at the game from the side of a regular person, but with specific knowledge. That is how they provide the necessary professional feedback for us. Also, streamers increase the recognition of individual games and improve loyalty. We are planning to collaborate and jointly launch a name game with a streamer. We want to see how we can build this collaboration and how such interaction will be beneficial for both sides. New challenge unlocked!
