How new voices are changing iGaming
As the iGaming industry becomes increasingly regulated and scrutinised, the role of influencers has transformed from that of flashy promoters into strategic brand ambassadors tasked with a more nuanced responsibility, fostering trust, credibility, and long-term engagement. This was the central theme explored at the “New Voices in iGaming” panel at the BiS SiGMA Americas 2025 summit, moderated by Pedro Lucas, Affiliate and industry commentator.
Featuring an insightful lineup, Ronald Lopes (CEO, Loyalty Group), Filipe Molon (Director of Acquisitions, Ana Gaming Group), and Natalia Nogues (Founder & Director, AMIG), the panel dissected the evolving dynamics between iGaming brands and the influencers who represent them.
From attention to acquisition
Pedro Lucas opened the discussion by drawing attention to the bifurcation of influencer roles: those who lend visibility to brands and those who actively drive user acquisition. “We have influencers who are brand promoters and those who truly drive conversions,” he noted, setting the stage for a nuanced debate on performance versus presence.
Ronald Lopes acknowledged the necessity of both. He cited case studies involving celebrity influencers like Carlinhos Maia, who deliver tangible results not only in impressions but also in actual player conversions. “Conversion soared when platforms used follow-up emails featuring known influencer faces such as Deolane or Virginia,” he explained, “because familiarity breeds trust.”
Regulation and responsibility
Filipe Molon addressed the tightening grip of regulatory bodies such as CONAR, which has curtailed previously unchecked promotional strategies. “The market has matured,” Molon remarked. “Today, we focus on influencers who bring credibility, those who function as ambassadors. They don’t just post a link; they represent a value system.”
Molon advocated for the shift from hype-centric promotions to strategies rooted in transparency and sustainable branding: “It’s not just about traffic anymore, it’s about trust. And that trust reduces acquisition costs over time while increasing player lifetime value.”
Natalia Nogues echoed this sentiment, highlighting the importance of responsible communication in shaping a new public perception of betting. “Ambassadors are showing the public that betting is not about unrealistic promises,” she said. “It’s entertainment, fun, but to be approached with caution.”
Fighting unfair competition and rebuilding influence
A prominent theme was the challenge posed by unregulated competitors, particularly offshore platforms, many of them Chinese-owned, that flood social media with misleading claims and inflated influencer fees. Lopes outlined how these practices distort the market: “How can we compete when others pay four times more by simply not paying out withdrawals?”
Yet, rather than race to the bottom, panellists proposed value-based partnerships. “We must educate influencers,” said Lucas. “They need to understand the reputational risks of promoting dubious platforms. Legitimacy and peace of mind are worth more than inflated one-off paychecks.”
To counterbalance inflated expectations, Pedro Lucas shared his group’s funnel-based recruitment strategy, targeting influencers with high reach and guiding them toward brand-safe, regulation-compliant campaigns.
Strategic content
A shared consensus emerged around the efficacy of indirect marketing strategies. Nogues cited the power of brand visibility through embedded content, logos on clothing, and background presence in casual videos rather than explicit calls to action.
“It’s not always about saying ‘Click here to deposit,’” noted Molon. “Sometimes it’s about ‘selling without selling, ’ embedding your brand in someone’s mind until the trust is so high that the player converts organically.”
Examples included Vanderlei Silva, a former UFC fighter and brand ambassador who delivers expert fight analyses under the Ana Gaming Group’s content umbrella. “People follow Vanderlei for his insight, and they discover us through him. It’s about alignment, not aggression.”
Personalisation and technological leverage
Ronald Lopes pointed to AI-powered personalisation as a future-forward approach to influencer marketing. At Soft Suisse, for instance, players now receive bespoke video messages from ambassadors using AI-generated voice and facial cues. “Imagine an ambassador thanking you by name for a deposit; this level of personalisation creates a powerful connection,” he noted.
Such experiential tactics, coupled with loyalty-building activations like signed merchandise, are becoming hallmarks of brands committed to long-term engagement.
Community and culture
When asked about ambassador selection beyond traditional niches like football, panellists highlighted community strategy. Molon explained, “We first define the audience, be it in music, MMA, gaming, and then identify voices that resonate within those microcultures. Strategy begins at the top and cascades into selection.”
Nogues concluded with a call to reshape public narratives around the industry: “We’re not just a sector that pays well. We’re a sector that offers legitimate entertainment and has room for ethical, creative, and highly effective communication.”
The “New Voices in iGaming” panel underscored a critical turning point for influencer strategy in the iGaming sector. As regulation tightens and audiences become more discerning, mere visibility is no longer enough. Influencers must evolve into cultural conduits, not just content creators. They must lend not just their faces but their values, aligning reputation, reach, and responsibility to help build a market rooted in credibility. In this new ecosystem, trust is the ultimate currency.
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