In a recent article, we talked about the state of the gambling niche in 2024. One of the main points was the ongoing legalization of gambling in various countries and the growing use of influencer marketers to promote online casinos and gambling apps. Today, we'll look at how these influencers are focusing their content on sports betting, slot machines, and other casino games.
These gambling influencers have come up with creative ways to make money from their content, even though there are tough challenges and rules around promoting gambling online.
In this article, we'll take a close look at 3 well-known gambling influencers—Josh Duffy, Kelly Koffler, and Jon Della Terza. We'll explore how they've managed to earn money from their content and the ethical issues they have to deal with in their work.
Josh Duffy (left), Kelly Koffler (middle) and Jon Della Terza (right)
By analyzing the strategies and experiences of these leading gambling influencers, we can gain valuable insights into the evolving world of digital content creation and monetization within the gambling space. This will provide important context as the legal and regulatory landscape around online gambling continues to shift in the United States.
The growth of gambling influencers
As legal gambling has expanded in the US, a new group of online influencers has emerged. These influencers show their experiences playing different casino games online.
For example, Josh Duffy has a gaming channel called Slotaholic with 27,000 subscribers on YouTube. He posts videos of himself playing slot machines.
Kelly Koffler has almost 60,000 subscribers across her two YouTube channels, Casino Kelly and Beyond Blackjack. She makes content focused on casino games like slots and blackjack.
Another influencer is Jon Della Terza, also known as the "NJ Slot Guy." He creates videos centered around high-limit slot machines.
These gambling influencers have found an audience interested in their gambling experiences and insights. This has allowed them to build a following and make money from their content.
However, this path to revenue also raises some ethical concerns and challenges.
Primary revenue streams
Gambling influencers like Josh Duffy, Kelly Koffler, and Jon Della Terza have two main ways of generating income from their content:
1. Affiliate marketing deals with gambling brands:
Affiliate marketing is a popular revenue model for gambling influencers. In this model, they earn money by referring customers to gambling operators, such as online casinos or sports betting sites.
However, the influencers expressed a preference for flat-fee arrangements over revenue-share or Cost-Per-Acquisition (CPA) agreements. This choice is driven by a desire to avoid profiting directly from their audience's potential losses.
For example, Kelly Koffler said, "It's a flat rate for me. I did not personally want to take a rev share or a per click because I just felt gross about that. I felt like it would be me preying on my audience."
Josh Duffy says that he has two affiliate deals that supplement his YouTube income. He creates game-review videos for Light & Wonder's SidePlay, which produces instant-win games for lottery and gambling operators. Duffy also conducts weekly livestreams where he plays casino games on sites like McLuck.com and Wow Vegas, and these sites pay him a flat monthly fee.
2. YouTube advertising:
YouTube is another revenue source for gambling influencers, but it comes with certain restrictions. Creators must have at least 1,000 subscribers and a specific number of watch hours to be eligible for a share of the ad revenue generated from their videos.
As Josh Duffy explained, "You typically get maybe $8 to $12 per a thousand views, depending on your content and what commercial ads get placed." While YouTube can provide a steady income stream, the revenue generated may not always cover the costs associated with creating the content, given the inherent risks and expenses involved in gambling-related content.
Challenges and ethical considerations
Promoting gambling content comes with its own set of challenges and ethical considerations that gambling influencers must navigate.
- Platforms impose restrictions:
Major social media platforms like YouTube and Twitch have restrictions on the types of gambling content that can be shared. Other platforms, such as Instagram and TikTok, limit the distribution of gambling-related content altogether.
- Affiliate deals with time restrictions:
Affiliate deals with gambling companies sometimes include time restrictions that dictate how long the influencer must spend gambling. This practice can potentially encourage harmful gambling behaviors, raising ethical concerns.
As Kelly Koffler pointed out, "It takes away from the responsible gaming aspect, for sure, because let's say you lose within 30 minutes your full bankroll that you started with, you're having to keep rebuying and rebuying. And as a gambler, we all know you can't predict the outcome. So putting those time restraints on whoever you are working with is not the best idea."
Koffler emphasized that gambling companies should trust their influencer partners to create content that benefits all parties involved - the influencer, the brand, and the audience - without resorting to potentially harmful contractual obligations.
Gambling influencers must carefully consider the ethical implications of their content and partnerships. They need to strike a balance between monetizing their work and promoting responsible gambling practices, as their audience's well-being should be a top priority.
The influencers expressed a preference for flat-fee affiliate arrangements over revenue-share deals, as they want to avoid profiting directly from their audience's potential losses. This demonstrates their awareness of the ethical challenges inherent in the gambling industry.
The positive influence of gambling influencers
Despite the challenges and ethical considerations, gambling influencers believe they can have a positive impact on the industry. Duffy, for example, sees his affiliate deals as an opportunity to be a good influence and provide a valuable service to the industry.
Duffy sees his affiliate deals as an opportunity to be a good influence and provide a valuable service to the industry. He stated, "It shows us that we're appreciated in this arena, that they can rely on us to be a good influence and market their product. I feel like I'm doing a service to the industry that's respected and my viewers understand it's coming from a good place."
By creating content that is both entertaining and informative, gambling influencers can help their audience make more informed decisions about their gambling activities. They can also promote responsible gaming practices and raise awareness about the potential risks associated with gambling.
Influencers can use their platforms to educate their followers on topics such as:
- Understanding the odds and probabilities in different gambling games
- Recognizing the signs of problem gambling and seeking help
- Practicing responsible bankroll management and setting betting limits
- Exploring alternative forms of entertainment and leisure activities
When done responsibly, the influence of these creators can have a positive impact on the gambling industry and their audience. By striking a balance between entertainment and responsible gambling promotion, influencers can contribute to a healthier gambling ecosystem.
Building trust with the audience
One of the key factors in the success of gambling influencers is the trust they build with their audience. By being transparent about their affiliate partnerships and the content they create, influencers can encourage a sense of authenticity and credibility with their followers.
Koffler emphasized the importance of trust, stating that gambling companies should give influencers the freedom to create content that aligns with their values and the needs of their audience. By doing so, influencers can maintain the trust they have built with their followers, which is important for the long-term success of their channels and partnerships.
Strategies gambling influencers use to build trust:
- Transparency: They openly disclose their affiliate partnerships, showing they're not trying to mislead their audience.
- Authentic content: They create genuinely helpful, informative, and entertaining content, rather than overly promotional material.
- Responsible gambling promotion: They educate their audience on responsible gambling practices, demonstrating their commitment to their viewers' well-being.
- Engagement: They actively interact with their audience, fostering a sense of community and trust.
- Consistent branding: They maintain a coherent brand identity and personal values, helping their audience connect with them.
By employing these strategies, gambling influencers can establish long-lasting, meaningful connections with their audience, which is essential for the success and longevity of their content and partnerships.
The future of gambling influencer marketing
As the legal gambling landscape continues to evolve, the role of gambling influencers is likely to become increasingly important. With more states legalizing various forms of gambling, there will be a growing demand for content that showcases the experiences and insights of these influencers.
However, as the industry grows, so will the need for responsible and ethical practices in gambling influencer marketing. Brands and influencers will need to work together to create content that promotes responsible gaming and avoids potentially harmful practices, such as time restrictions in affiliate contracts.
Furthermore, platforms like YouTube and Twitch may need to reassess their policies regarding gambling content to strike a balance between allowing creators to monetize their content and protecting viewers from potential harm.
Conclusion
Gambling influencers like Josh Duffy, Kelly Koffler, and Jon Della Terza have found unique ways to monetize their content, primarily through affiliate marketing deals and YouTube advertising. However, their success in this niche comes with its own set of challenges and ethical considerations.
As the legal gambling landscape continues to evolve, the role of these influencers in shaping the industry will become increasingly important. By creating content that is both entertaining and informative, promoting responsible gaming practices, and building trust with their audience, gambling influencers can have a positive impact on the industry.
However, it is crucial for brands and influencers to work together to ensure that their partnerships and content align with ethical practices and prioritize the well-being of their audience. As the industry grows, it will be essential to find a balance between monetization and responsibility, ensuring that gambling influencer marketing remains a sustainable and positive force in the world of online gambling.
