How Casino brands are shifting marketing budgets to creators, streamers, and community-driven content

Engaging direct

According to the Gaming Trust Index, the total marketing spend of the US Gambling industry in 2025 was $3.9 billion, with 76% of that ($2.9 billion) allocated to paid digital advertising, including paid search, social, and display. Less than 4% went to PR/earned media, even though word of mouth and personal recommendations are widely considered the most credible forms of brand exposure. While spending on earned media can feel riskier, as there is no direct control, it can be the biggest factor in the engagement decision. Brands are waking up to this and diverting marketing spend.

First, you build the brand, and then you have to make it 'sticky'

When regulated betting was first introduced in the US (and other markets), awareness was the top priority for brands. Heavy TV advertising and event/team sponsorship are needed for a market to establish itself. Now that sports betting is legal in 38 states and iGaming for real money in seven, the competitive battle is now about retention rather than acquisition (although all platforms are looking to acquire customers wherever they can. While many argue that the spending ratio between above- and below-the-line is still out of kilter, the way money is being spent to actively engage customers is changing.

Affiliate marketing has been a core part of the online gambling marketing strategy for decades. Traditionally, an affiliate site was paid to promote a casino or platform's product and earn a commission for every lead, click, or sale. It has been popular with finance departments because it is performance-based and measurable. This led to an explosion of SEO websites and comparison sites, email newsletters, and coupon and cashback offerings to drive traffic. However, there are now so many offers and opinions that the message can fail to cut through to the end user.

Celebrity endorsement rarely comes for free

Celebrity endorsement is what every marketer dreams of, but it does not come cheap and does not necessarily convert to sales. In 2025, the US online gambling industry spent $520 million on celebrity and athlete sponsorship deals, but the canny companies have been looking for a different caliber of influencers – those whose interests actually align with the target audience.

Casino brands are waking up to the power of social media creators, Kick streamers, live community-driven content, and changing budget flows. Younger audiences in particular do not trust static review sites and are looking for something exciting and authentic. Kick's permissive stance on gambling content (as opposed to Twitch's ban) means that streamers can run live casino sessions, with brands integrating sponsored segments. Audiences see real-time wins and losses and get to share in the emotional ride.

Tapping into the community

Gaming has always been community-driven, and iGaming is no different. Casino brands are tapping into existing possibilities, such as live chat, bonus hunts, community challenges, and streamer-led tournaments. Streaming platforms offer interactive, emotionally engaging content that players feel part of. Old-style influencer partnerships paid streamers to mention a bonus, but the model is shifting toward a multi-layered commercial relationship that turns creators into acquisition channels and brand storytellers.

Highest profile partnership

The partnership that has had the most scrutiny is the one between Drake and Stake. This long-term partnership sees Drake appear in Stake-branded live streams and promote events, giveaways, and campaigns. It is now a central pillar of the company's global marketing strategy. It works for both parties, as Drake has global reach in markets where gambling and gambling ads are restricted, and he gets a multi-million-dollar, multi-year contract and creative freedom. The fit is perfect because Drake was a renowned gambler before the partnership was created, and he has not been shoehorned into a role.

However, while celebrity players and creator-led content are influential, as marketing bucks come into play (sometimes literally), audiences are waking up to the concept of sponsored bankrolls and loss coverage. The streamers are getting guaranteed compensation regardless of the outcome, so the risk is not real for them. Playing with a huge, sponsored bankroll allows streamers and content creators to absorb volatility in ways that normal players cannot.

Facts still matter

While community-driven content might be more entertaining than comparison tables, bonus lists, and long-form reviews on traditional affiliate sites, users are starting to wonder how they can know they can trust what they are being told. While watching and participating can be fun, everything is not always clear-cut. Generative AI can also add to the confusion and cloud transparency. Some casino brands are turning to unconventional partnerships because they allow them to do things that might be questioned in other environments. So rather than diminish the role of review sites, the rise of influencer iGaming actually makes them even more important. The trick is finding the right review site.

iGamers looking to check out the USA online casinos behind the promoters are increasingly turning to trusted independent research. Casino.org might not offer the thrills and spills of casino streams, but they do offer entirely independent and trustworthy advice and guides. They have been in the game for over three decades and, unlike many affiliates and celebrity endorsers, do not receive payment to promote one casino, bonus, operator, or game over another.

There is still very much a place in the market for comparison sites because they offer unbiased feedback and have the players' best interests at heart. It might not be sexy, but casino brands also need to be aware that focus on responsible gambling programs is also key to market growth because it shows that they take this seriously, and this can help lawmakers view possible regulation more favorably.

Influencers' recommendations are still 'open to interpretation'

While marketing spend may be shifting to online channels and social media influencers, the need for trustworthy review sites remains as vital as ever, particularly for sweepstakes and social casinos, which often do not receive the same legal scrutiny as their real-money counterparts. Just because a personality makes a recommendation or plays on a particular site does not automatically give the player a green light. In fact, it should possibly be the opposite. Of course, players want to join in, but influencer recommendations should be treated with caution as they are not independent.

No genuinely reputable and trustworthy review affiliate site would take payment to promote one casino platform over another. As long as there are people who want to gamble online, there will be a place for decent, independent, dynamic, and honest review sites.