Michael Pedersen, Chief Commercial Officer at Livespins, says creating the perfect casino stream is easier said than done but can be achieved by nailing a few key factors
A growing number of online casino brands understand the potential of slot streaming for acquisition and retention. Crypto casinos are undoubtedly the pioneers of this marketing channel, but established operators are now getting in on the action with their brands.
This comes at a time when operators are also leveraging the reach and engaged audiences of celebrities and sports stars and, by signing them as ambassadors, using them to drive awareness of betting and slots among new potential players.
A sweet spot can be found by combining the two, with operators extracting even more value from their (often expensive) ambassador deals by having the celebrity or sports star stream live to players. This opens up some really exciting acquisition and retention opportunities.
But the formula for streaming success is more complicated than that. Brand ambassadors don’t always make for the best streamers, and audiences always want to see streamers firing up the reels on explosive slots that deliver plenty of bonus action.
These are some of the basics operators need to get right.
Build a team of superstar streamers
Streamers are personalities, and some players are drawn to certain streamers over others. This is why operators need to build out a team of talent so they can reach the widest possible audience, especially those lucrative but hard-to-reach Millennials and Gen Z.
The streamer needs to be experienced in online casino and slot play so that they can “unbox” each title and talk players through what is happening spin after spin. This is really important to the overall experience and can be a downside to using brand ambassadors and celebrities – many of whom won’t know a respin from a free spin.
That’s not to say brand ambassadors don’t make effective streamers. They might need a little training around the ins and outs of online slots or be used to engage a more casual audience interested in the stream because of the famous face running it.
Content is king
Just as important as the streamer is the slots they are playing. Most tune in to watch the streamer hunt down the game’s bonuses and land those big, mega and epic wins. While the streamer plays a part in building hype, the game ultimately has to deliver the thrills and spills.
This means streamers want to be able to spin up highly volatile slots as these have the potential for massive wins while putting them – and their audiences – on the edge of their seats with every round. This needs to be combined with plenty of bonus features, too.
Multipliers are always popular as they can take a fairly standard win a boost it into the stratosphere. Respins are another player favourite, as are free spins.
Of course, it’s important to remember that some players are drawn to more casual games so if the operator wants to reach these players, its streamers will need to play games that sit at the lower end of the volatility scale and are lighter in terms of bonuses – classic slots can be good for this as they still provide plenty of big win potential.
The beauty of casino streaming is that it works for any game format – slots, table games, arcade, crash, instant win and even bingo. So long as the streamer knows how to engage the audience and the game delivers plenty of excitement and the chance to win, it can be streamed.
Streaming for acquisition or retention
Operators also need to determine whether streaming activity will be used for player acquisition or retention as a slightly different approach is required for each.
If the stream is for acquisition, using a brand ambassador is a powerful driver of outside interest, especially if the stream is broadcast on channels such as Twitch and Kick. The operator will also need to activate and market the stream to ensure people know when and how to tune in.
But if operators are looking to use streaming to strengthen their retention activity, they might be better off with a seasoned streamer who knows how to foster a strong player community around the brand.
Bet with Streamers
Livespins is a live streaming game provider that sits within the casino lobby. Players can watch streamers play top games and bet with them, creating a shared experience. Each player retains the flexibility to choose their own bet amount and number of spins, ensuring a personalised experience within a shared setting.
Our interactive in-game chat allows players to communicate with the streamer and fellow players, drop reactions, emojis and gifs.
Livespins’ game portfolio features hundreds of top industry titles, ensuring a premium experience. We offer personalised stream options for an operator’s casino lobby, including dedicated streams, language customisation, brand ambassador integration, and more. Livespins is bringing in a new way to play, designed to attract diverse player demographics and boost retention.
”"The beauty of casino streaming is that it works for any game format – slots, table games, arcade, crash, instant win and even bingo. So long as the streamer knows how to engage the audience and the game delivers plenty of excitement and the chance to win, it can be streamed."
Michael PedersenCCO, Livespins
