Scaling an Advertising Campaign Through Influencer Marketing (Twitch + Kick)
Case Study
- Niche: Online Casino (Tier-1 Region: Canada + Australia)
- Budget: $30.000
- Period: 4 months
The client came with an established strategy of “grid” advertising purchase from micro-streamers (100–500 viewers). ROI was 50%, which barely covered the operating costs. The main pains: lack of traffic quality control, high cost of FTD (First Time Depositor) and low percentage of repeat deposits due to the lack of “word of mouth” effect in the community.
Problem:
Our solution:
Creative mechanics: Replacing standard banners with interactive mini-games in overlay streams (spin-to-win), which increased engagement time.
We redesigned the funnel, shifting the focus from the number of integrations to the quality of the experience.
Coverage strategy: Replace 15 micro-streamers with 5 top-streamers (average online 1k+) with Kick. Focus not on "direct advertising" but on native gaming sessions (sessions).
Community retargeting: Launching a system of "raid-backs" from a branded casino account to streamers, stimulating repeated audience activations.
- Result (60 days after optimization):
- ROI: 📈 from 50% to 330% (an 10-fold increase).
- CPA (Cost per Acquisition): ⬇️ A 57% decrease.
- LTV (Lifetime Value): ⬆️ Increased by 40% due to improved retention among players who came from top streamers.
Article
ow we redesigned the media strategy for casinos: the path from 50% ROI to 330% in one quarter
There is an unspoken rule in igaming marketing: if your ROI is less than 100%, you just work for a traffic provider. This is exactly the situation faced by our client, an online casino operator aimed at an English-speaking audience (Tier-1).
Despite stable purchase volumes from streamers on Twitch and Kick, the marginality left much to be desired. The ROMI (Return on Marketing Investment) indicator has frozen at around 50%. Money was invested, but the business did not scale. We had to figure out why a loyal streamer audience wasn't converting into a stable cash flow.
Despite stable purchase volumes from streamers on Twitch and Kick, the marginality left much to be desired. The ROMI (Return on Marketing Investment) indicator has frozen at around 50%. Money was invested, but the business did not scale. We had to figure out why a loyal streamer audience wasn't converting into a stable cash flow.
Audit: "Blind spots" of grid procurement
The first thing we found was the "dead traffic" effect. The client worked on the principle of "the more streamers, the better", distributing the budget between 15-20 micro-influencers per month.
Problems:
Blurred attribution: Streamers used common promo codes without reference to geography, which led to fraud and difficulties in assessing the actual effectiveness of each source.
Low retention: The audience of micro-streamers is used to "jumping" on bonuses from different casinos, without lingering on one project.
Lack of content control: The integrations looked like boilerplate script reads, which killed the trust of an audience accustomed to native content.
Blurred attribution: Streamers used common promo codes without reference to geography, which led to fraud and difficulties in assessing the actual effectiveness of each source.
Low retention: The audience of micro-streamers is used to "jumping" on bonuses from different casinos, without lingering on one project.
Lack of content control: The integrations looked like boilerplate script reads, which killed the trust of an audience accustomed to native content.
Strategy: Quality over quantity and the "Sundress Effect"
We proposed a radical change in approach, moving from the "grid" model to the "Hero + Hub" model (One powerful streamer + point support).
1. Changing venues and faces
We have reallocated the budget, giving up 15 streamers in favor of 5 top influencers on Kick. Why Kick? The audience of this platform has historically been more "warmed up" in igaming, has a high level of disposable income, and is less susceptible to "bonus hunting" (hunting for welcome bonuses) than the Twitch audience.
2. Dynamic promo code technology
We have created unique dynamic links for each streamer and each geo (Canada, Australia, New Zealand). This allowed us to track in real time not only the number of FTD (First Time Deposit), but also the quality of traffic — the average check of the first deposit and the retention rate on the 7th day.
3. Stream gamification
We've moved away from the "read text on the screen" format. Instead, we have implemented interactive overlays. During the broadcast, viewers could participate in a mini-game (spin-to-win) directly in the chat, winning free spins or bonus money on deposit. This not only increased the CTR, but also created a "FOMO effect" (fear of missing an opportunity), fueling excitement around the partnership.
1. Changing venues and faces
We have reallocated the budget, giving up 15 streamers in favor of 5 top influencers on Kick. Why Kick? The audience of this platform has historically been more "warmed up" in igaming, has a high level of disposable income, and is less susceptible to "bonus hunting" (hunting for welcome bonuses) than the Twitch audience.
2. Dynamic promo code technology
We have created unique dynamic links for each streamer and each geo (Canada, Australia, New Zealand). This allowed us to track in real time not only the number of FTD (First Time Deposit), but also the quality of traffic — the average check of the first deposit and the retention rate on the 7th day.
3. Stream gamification
We've moved away from the "read text on the screen" format. Instead, we have implemented interactive overlays. During the broadcast, viewers could participate in a mini-game (spin-to-win) directly in the chat, winning free spins or bonus money on deposit. This not only increased the CTR, but also created a "FOMO effect" (fear of missing an opportunity), fueling excitement around the partnership.
Results and scaling mathematics
The new strategy began to bear fruit after just 14 days, but we gave the campaign a full cycle (60 days) to evaluate LTV.
Key Performance Indicators (KPIs):
ROI: The final figure was 330%. This became possible due to the fact that the cost of attracting (CPA) decreased by 57% due to the word of mouth effect within the community of top streamers.
Traffic quality: The LTV of the players attracted through Kick turned out to be 40% higher than the average for the client. The audience of top streamers showed higher loyalty: the percentage of repeat deposits in the 2nd and 3rd weeks increased 2.3 times.
Budget optimization: We have reduced the operating costs of managing 20+ agents, focusing resources on creating high-quality creativity and exclusive mechanics for 5 key partners.
Key Performance Indicators (KPIs):
ROI: The final figure was 330%. This became possible due to the fact that the cost of attracting (CPA) decreased by 57% due to the word of mouth effect within the community of top streamers.
Traffic quality: The LTV of the players attracted through Kick turned out to be 40% higher than the average for the client. The audience of top streamers showed higher loyalty: the percentage of repeat deposits in the 2nd and 3rd weeks increased 2.3 times.
Budget optimization: We have reduced the operating costs of managing 20+ agents, focusing resources on creating high-quality creativity and exclusive mechanics for 5 key partners.
Conclusion
The growth of ROI from 50% to 330% is not a story about a "successful split" or luck. This is the result of abandoning the illusion of cheap traffic in favor of high-quality attention.
For an igaming agency today, it is critically important to be able to work not just as a media buyer, but as a content producer. We have proven that a properly selected streamer with native integration can replace dozens of small influencers, providing not just a surge in registrations, but a steady increase in marginal profit.
For an igaming agency today, it is critically important to be able to work not just as a media buyer, but as a content producer. We have proven that a properly selected streamer with native integration can replace dozens of small influencers, providing not just a surge in registrations, but a steady increase in marginal profit.
Premium B2B iGaming traffic acquisition. Specializing in high-value player acquisition for Tier-1 and LATAM operators.
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