Bitcoin casinos were introduced as a way to address the challenges that faced traditional payment methods. These included a lack of privacy, limited accessibility in some regions, long processing times, and substantial processing charges. By allowing players to make deposits and receive their earnings through Bitcoin, casinos were able to address these and other issues. But while they had more people signing up to play real money slots and other popular games due to the ease of payments, they still had their work cut out for them to bring more players on board. And that’s why many of them ended up partnering with influencers as part of their marketing campaigns.
We explain why these collaborations have borne so much fruit.
How Do Influencers Get People to the Casinos?
The concept of the Bitcoin casino pretty much sells itself. But like with any new thing, people are often unsure of whether it will work out for them. That is where the influencers come in, as they bring in traffic in the following ways:
1. They Act as Social Proof.
Do you know why people look for reviews first before buying something? It’s because they want to see that other people have tried it. What’s more, they want to understand whether the product lived up to other people’s expectations. The more positive the reviews are, the more would-be buyers become convinced that it will also work for them. It is all about social proof.
Influencers provide this proof. How so? If an influencer goes online and talks about their experience on a Bitcoin casino, the people who come across their content will see that someone else has used the site. They will also get to vicariously experience the site before determining whether it is worth trying. After all, the influencer will likely talk about the aspects that people care most about:
- The games.
- The interface.
- The payment speed.
And since influencers often have positive reviews about the sites with which they partner, the social proof acts in favor of the sites. But that’s not all. In truth, some people are on the fence about gambling as they think of it as a risky venture. By seeing influencers explore these sites and show off their fun sides, such people realize that there is more to gambling than what they may have known.
Over time, this social proof gives way to the bandwagon effect, where people start playing on a site just because they know someone who has used it with success. And it all starts with the influencer.
2. They Rely on Their Parasocial Relationships.
You might come across someone talking about their experience with a product, but still not feel convinced that it is the right thing for you. So, how come influencers are able to get people to try the things they talk about? It comes down to the parasocial relationships they have created with their audiences.
In such relationships, influencers share a lot about their lives, especially around their area of expertise. For example, a lifestyle influencer may talk about their house decorations, summer plans, shopping hauls, and more. And the more they share, the more their audience thinks that they know them. In fact, their audience may think of them as a friend and as a person whom they can trust.
So, when this same influencer talks about their experience with a Bitcoin casino and raves about just how exciting it was, their followers will receive this information just like they would if it were coming from a family member or a friend. They will trust it. More importantly, they will be willing to try it.
However, for this parasocial relationship to work, the influencer has to excel in the following areas:
- Their content must be relatable. An influencer must be willing to show off what makes them human, be it in their stories, opinions, or other types of content. People want to connect with other humans and will respond well to someone who is willing to be emotionally vulnerable.
- The endorsements must feel authentic. While people have come to accept the fact that paid promotions are how influencers make a living, they still expect authenticity. But what does this mean? They want to have the assurance that the influencer would still have had an account with the Bitcoin casino even if they had nothing to gain. The more that people can believe that this is not just another paid ad, the more trustful they will be.
For these reasons, bitcoin casino operators often seek out influencers whose content aligns with their sites. This alignment makes it easier for the influencers to incorporate ads in their content without appearing inauthentic, which works to the benefit of everyone.
