Betting picks: How expert fans are transforming the iGaming industry worldwide

Gambling has become big business since the turn of the century, with operators using innovative marketing techniques to grow their respective businesses.

Many of the sportsbooks listed on the top-rated betting tips platform in India have developed their brands by using ‘betting influencers’ to boost awareness.

Using expert fans or well-known personalities helps iGaming operators attract new customers and retain existing ones – two crucial elements for any company.

Read on as we look at how this marketing methodology works and the benefits it delivers to the firms who utilise it effectively.

The art of influencer marketing

Influencer marketing is a fairly simple concept which delivers sustainable results for operators of betting sites across the world. Its main benefits include:

• Build credibility: By using an influencer who bettors can relate to, betting brands are able to significantly strengthen their credibility.
• Earn loyalty: If a bettor feels a connection to an influencer, they are more likely to remain loyal to the brand they promote.
• Revenue growth: Partnering with the right influencer can have a significant impact on a betting brand’s annual revenue.

Influencer marketing in action

Paddy Power has expertly used influencer marketing to establish itself as one of the biggest betting brands in the world.

The Republic of Ireland headquartered company uses a light-hearted approach in its advertising to set themselves apart from the competition.

One of its most infamous marketing campaigns involved Ryan Giggs’ brother Rhodri, who poked fun at the pair’s bitter family fall-out.

The advertisement made light of Ryan’s long-running affair with Rhodri’s wife Natasha (now ex-wife), which was exposed by the tabloids in 2011.

It promoted the firm’s loyalty rewards scheme, which was obviously ironic given the former Manchester United star’s despicable behaviour.

The company was also extremely active during the 2024 European Championship, using fans and celebrities to promote its betting platform.

Their campaigns included a hilarious skit with England fan Andy Milne, whose appearances at major sporting events had gone viral on social media.

Milne came into the public eye after appearing on screen at the 2022 World Cup in Qatar, and he has since been spotted at numerous other sports events.

The advert showed Milne ‘attending’ a wide range of other events including the fall of the Berlin Wall and at the Academy Awards ceremony with Bradley Cooper.

Global betting giants bet365 are another company which has expertly leveraged influencer marketing to grow its brand over the past few years.

Their 15-year association with actor Ray Winstone has helped them dominate the airwaves whenever live sports events are broadcast.

Winstone’s ‘in-play’ adverts have become synonymous with Premier League matches, making bet365 one of the most popular bookmakers for English top flight matches.

The future of influencer marketing

As with any type of advertising concept, influencer marketing is a medium which must evolve to ensure it remains relevant in the betting industry.

Consumers are increasingly demanding more control over the content they engage with, meaning betting operators must be alive to the possibilities this presents.

This point is particularly pertinent where social media is concerned, with the landscape currently in a state of flux due to uncertainty over the future of selected platforms.

Regardless of what happens in this regard, influencer marketing looks guaranteed to be a ‘go-to’ medium for the betting industry for the foreseeable future.

Sports bettors by nature tend to be individuals whose actions are often shaped by others – a point evidenced by the popularity of betting tipsters and online prediction websites.

On that basis, expert fans and famous personalities will continue to play an influential role in the global iGaming sector.

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