How the casino streaming industry works: The deals, risks, and scandals

Casino streaming is a popular way of betting that has rapidly gained traction in the last decade. It’s inspired by the success of video gaming and combines gambling with the interactive elements of live streaming.

How it all started

Casino streaming is essentially gamblers playing casino games and streaming this live.

It started gaining traction in 2015 and quickly became a focal point for many enthusiastic players who enjoy video game streaming and the benefits of online betting. Platforms like Twitch provide the perfect space for this new niche of gaming.

As time passed, streamers started developing their own unique styles, attracting different types of players. Some focus more on high-stakes betting, while others primarily provide players with educational content. In doing so, these content creators have managed to attract a diverse audience.

Why do online casinos incorporate streaming?

Casinos have been quick to adopt different types of streaming from the get-go – from live casinos to incorporating streamers' content. There are many reasons why operators jumped aboard the casino streaming wagon. Here are a couple of the big ones:

1. Exposure and marketing

Casino streaming is a powerful marketing tool. Streamers can present and promote viewers new games and platforms, which drives traffic and player sign-ups.

2. Creating trust and community

Watching a streamer play in real time creates trust and transparency among brands and players. These streams drive the community and encourage users to explore gambling in a more social way.

3. Attracts a different audience

Streaming is more in line with the preferences of younger generations. Consequently, it draws the more tech-savvy audiences craving a digital and interactive experience.

How does it work?

Casino streaming is quite simple. Streamers broadcast their gameplay on popular platforms like Kick, Twitch, or YouTube. It’s an engaging process in which the audience can give live commentary and reactions to what’s happening.

The streamers often choose to play classic games or popular titles (e.g., online slots or live dealer variants). As you follow along, you get to experience big wins and losses alongside your favourite streamers.

Of course, this taps deep into viewers' sense of community and even allows them to chat and build relationships with their favourite creators.

Casino sponsorships and deals

Casinos have started paying streamers to showcase their platforms during live videos. Ordinarily, these payments come in the form of gambling credits, flat fees, or performance-based bonuses.

Then, there are promotional campaigns where casinos sponsor giveaways or special events via the streamer’s channel. This attracts more viewers, which in turn generates more revenue or traction for the casino.

Lastly, we have exclusive partnerships, where streamers sign exclusive deals with specific casinos. This enables them to receive higher payouts or other perks, including VIP treatment.

What are the risks associated?

Casino streaming is highly entertaining and a good way to engage a community, but that doesn’t mean it comes without risk. Some may think that such content shares only impactful moments from casino streamers and their gameplay. However, that's not always the case.

At the end of the day, there are concerns that this form of gambling has brought to the forefront, including:

• Lack of transparency – some streamers use ‘fake money’ provided by the casinos, creating the illusion of high-stakes gambling without them taking any personal risks. This can mislead players into thinking that gambling is more lucrative than it is.
• Addictiveness – while watching streams, players may feel encouraged to gamble more impulsively, which could very easily lead to addiction.
• The ethical question – it may also raise concerns regarding responsible gambling, especially when streamers prioritise promoting casinos over their audience.

Scandals and controversies of casino streaming

Since the start of casino streaming, the industry has seen its fair share of scandals.

Unlicensed casinos – In recent years, we’ve seen platforms like Twitch ban streams that feature unlicensed gambling sites. Some creators, however, have simply moved to alternative platforms like Kick to continue their activities with these illegal casinos.

Conflict of interest – Streamers that promote casinos for profit are more focused on financial gain than on the welfare and interest of their viewers.

Responsible gambling – Industry regulators are working hard to increase safety and responsible gambling, while streams are considered more focused on glamorising gambling. Ultimately, it can influence viewers of young ages to play more irresponsibly, leading to bigger issues for them as individuals in the long run.

How do casino streamers make their money?

There are various ways casino streamers can cash in, the major being sponsorships and affiliate marketing. Most commonly, it's one of those four (or a combination of some):

• Ad revenue on platforms like Twitch & YouTube
• Donations
• Subscriptions
• Selling Merchandise

The influence of casino streamers

Casino streamers have gained quite a lot of influence over players and those interested in joining the online gambling industry. So much so that the interest in the topic of becoming a casino streamer has peaked! It is only logical, as with this influence, they have the power to shape the perceptions and behaviours of the players around them. Here’s how they do it:

Setting the mood

Casino streamers often showcase the glitz and glamour of thrilling gameplay, featuring high-stakes bets and big wins. Their big reactions amplify this feeling and encourage viewers to try it out for themselves.

Trust and reliability

Through live interaction with viewers, these streamers foster a sense of community and trust, which makes them more relatable to viewers.

New games and casinos

Streamers can choose to play some of the latest or least popular games, which can influence players to try them. With these specific partnership styles, casinos can drive traffic to specific games and platforms.

The normalisation of gambling

Regular streams of gambling activity set the tone of normality. Moreover, making gambling seem like a normal everyday activity reduces the perceived risks of the activity.

Things they don’t tell you

While there are trustworthy streamers, you may also want to consider what most of them will not tell you. Here are some of the behind-the-scenes details you may not be aware of:

Content is sponsored

Gambling risks

It’s important to disclose that while gambling can be a lot of fun, there is also great risk attached to it. Streams tend to focus more on wins and excitement, which takes the focus off problems that may occur, like big losses and possible addiction.

Creating expectation

Using fake money or bonus money provided by the casino, the streamer has a more aggressive way of betting, as it is risk-free to them. This creates a higher win and a less risky appearance, which lets viewers believe they have higher win chances than they do.

How do I recognise a trustworthy streamer?

There are a couple of things you can look for when trying to find a trustworthy streamer. Here’s what we recommend:

If you understand these dynamics and implement these tips, you can easily spot trustworthy casino streamers and enjoy streams with a clear mind.

Always focus on transparency and responsible gambling, looking for open and honest creators. If you’re ever in doubt, check out viewer reviews and feedback. This will quickly give you a better view of the person and their practices.

At CasinoWow, we provide dedicated guides on everything worth knowing in the iGaming industry. These guides can help you build your gambling knowledge, from casino and latest games to playing risks and concerns, and make more informed decisions.