Influencer marketing agency Famesters has released a report highlighting that advertising with influencers for iGaming brands is 20–60% more expensive compared to other sectors. The study, based on the agency’s internal data, covers major markets including the US, UK, Germany, Spain, Scandinavia, Brazil, as well as aggregated figures for the rest of Latin America, EMEA, and the Asia-Pacific (APAC) region. The data spans influencers with audiences from 1,000 to 1 million subscribers across YouTube, Instagram, TikTok, and Twitch.
Regional pricing and platform trends
The report details significant markups for iGaming integrations: 20–50% on Instagram, YouTube, and Twitch, and 30–60% on TikTok. In the US, influencer campaign costs for iGaming brands range from $600 to $150,000 on YouTube and $120 to $75,000 on Twitch. Cost-per-acquisition (CPA) rates for betting and online casino in the US are $100–250 and $150–400, respectively.
Other key markets show similar trends. In the UK and Germany, YouTube campaigns range between $480 and $150,000, with CPA rates matching the US. Spain and Scandinavia see slightly lower fees, while Brazil and the rest of Latin America have notably lower entry points, with Brazilian YouTube campaigns starting at $240 and CPA rates from $30.
Why influencer costs are higher for iGaming
Famesters attributes the premium pricing to several factors: a limited pool of influencers willing to work with gambling brands, compliance requirements, and age restrictions for target audiences. These challenges make influencer marketing more complex and expensive for operators and affiliates in the sector.
The agency also notes that, for equivalent integration costs, working with smaller influencers whose audiences are primarily adults from the target geography can be up to 2.7 times more cost-effective per thousand target viewers than larger, less targeted channels.
What this means for operators and affiliates
Operators and affiliates face higher marketing costs when leveraging influencer partnerships in the iGaming sector. The need for careful selection—balancing audience demographics, compliance, and regional regulations—adds complexity to campaign planning. Suppliers and agencies must navigate a more restricted talent pool and stricter rules, which can impact campaign reach and ROI.
Key takeaways
- iGaming influencer ad costs are 20–60% higher than other sectors globally.
- Strict compliance and limited influencer availability drive up prices.
- Regional pricing varies, with the US and Europe at the higher end, and Latin America and APAC offering lower entry points.
- Targeted, smaller influencers can deliver better value per thousand adult viewers.