Over recent weeks a plethora of industry incumbents have documented the rise and rise of live streaming, as CasinoBeats sought a variety of perspectives surrounding its current place in the ecosystem and where it goes from here.
In the latest addition to the series Tobias Svensen, CEO of CasinoGrounds, offers his extensive expertise to the conversation by looking into what resonates with audiences, techniques to ensure differentiation and the future.
CasinoBeats: Live streaming seems to be going from strength to strength, why do you believe this is so?
Tobias Svensen: Personally I believe this is one of the more obvious trends we’ve seen so far in gaming, comparable to mobile taking over for desktop some years ago. Consumption of content is already being dominated by live streams through YouTube, Twitch, Netflix, HBO and more.
I’m more surprised it took our industry so long to act on it, considering igaming is highly competitive on the marketing aspect of things. The importance of both live streams and video content will explode in the next years based on the various data available.
CB: What specifically do you believe resonates with audiences that makes so many tune in?
TS: Its a combination of various factors, but the key elements is the social aspect. Feeling of having someone to share the highs and lows. Its also all about the streamers’ personality.
“They put a face to igaming as an industry”
The best ones are highly knowledgeable of slots and everything related, very likable and entertaining. Trust is also a key factor here. People love seeing other peoples reactions – A big portion of various Facebook clips going viral is often people in their happiest state or other extreme forms of reactions to whatever happening.
CB: What are the core strengths, and effectiveness, of live streaming to serve as a marketing technique?
TS: Trust, trust and trust. For the first time in igaming the players feel like the know someone on the ‘other side’. Historically gaming has generally been perceived questionable through association to various type of criminal organizations and have had to fight hard for a better reputation.
Streamers are helping to break down this perception through being available to showcase the product, but more importantly explain how everything works and even function as a kind of safety towards the players as they know they can ask for help if treated unfairly. They put a face to igaming as an industry.
CB: What have the impacts been upon live streaming during the current climate? If, like so many online verticals, numbers have risen, can it be sustained and perhaps kick on further still?
TS: I believe casino streaming is still very much a niche type of content. I expect the current climate to help speed up the growth of the category by becoming more mainstream accepted. Streamers and its communities naturally need to continue to innovate and challenge themselves to make even more interesting content and to reach new demographics.
CB: What techniques could be adopted to ensure differentiation when utilising these individuals and their platforms?
TS: Experience is key. Due to the whole thing being relatively new, involving more departments than other affiliate of marketing channels it also carries more risk for the uneducated operator.
“My biggest fear is operators and game providers’ lack of understanding help legitimise the so-called fake streamers”
My key advice is to first do your own research. Socialblade.com is a great tool where you can often see if a streamer has e.x built up their follower-base through buying followers or audience.
If the growth of subscribers don’t somewhat follow the amount of viewers or activity the warning signs should go off. However there is an ocean of other things to factor in, and I would recommend to talk to someone who understands how the streaming scene works.
CB: What do you believe the future holds for streaming?
TS: I think its easy to conclude based on my initial statements, however its undeniable a very important component of the igaming’s marketing future. Looking at other industries such as fashion or cosmetics influencers are already playing a key role in creating trust, awareness and CTA’s easily available for millions of users daily.
My biggest fear is operators and game providers’ lack of understanding help legitimise the so-called ‘fake streamers’ using what I consider to be highly unethical and fraudulent practices.