iGaming Influencer Deals Cost Up to 60% More Than Standard Campaigns

iGaming brands can pay 20% to 60% more for influencer integrations than advertisers in less restricted sectors, according to new pricing benchmarks published by influencer marketing agency Famesters.

The study covers YouTube, Instagram, TikTok and Twitch and is based on the agency's internal campaign data. Pricing ranges span creators from roughly 1,000 followers to accounts with audiences above one million.

Famesters estimates that gambling integrations typically carry a 20% to 50% premium on Instagram, YouTube and Twitch. TikTok has the largest markup at 30% to 60%.

The agency attributes the difference to a smaller pool of creators willing or permitted to promote gambling, additional compliance work and requirements to ensure that campaigns reach audiences of legal gambling age.

UK and Germany Among the Most Expensive Markets

The UK and Germany sit toward the upper end of Famesters' pricing benchmarks.

YouTube integrations range from approximately $480 for smaller creators to $150,000 for the largest accounts. Instagram ranges from $288 to $75,000, TikTok from $208 to $80,000 and Twitch from $96 to $75,000.

Famesters puts typical betting CPA in the two markets at $100 to $250, while online casino acquisition can cost between $150 and $400.

The Nordics are also expensive. YouTube pricing ranges from $510 to $165,000, while Instagram reaches $82,500 and TikTok up to $88,000.

Estimated CPA across betting and casino campaigns in Nordic markets runs from approximately $100 to $300.

Spain is somewhat cheaper, with YouTube integrations ranging from $330 to $112,500 and estimated CPA of around $70 to $130.

Brazil Offers Lower Creator Pricing

Brazil sits considerably below major Western European markets in Famesters' benchmarks.

YouTube integrations range from around $240 to $97,500, while Instagram ranges from $144 to $48,800. TikTok campaigns range from $104 to $52,000 and Twitch from $48 to $48,800.

Betting CPA is estimated at $30 to $80, with online casino acquisition ranging from $50 to $120.

Across the rest of Latin America, YouTube pricing starts at approximately $180 and reaches $90,000 for the largest creators.

CPA for betting and online casino campaigns is estimated at between $30 and $120.

APAC contains some of the lowest entry pricing in the report. YouTube deals range from $150 to $112,500, Instagram from $90 to $56,300, TikTok from $65 to $60,000 and Twitch from $30 to $56,300.

Estimated CPA ranges from $20 to $200.

Audience Quality Can Matter More Than Follower Count

Famesters argues that follower totals alone are a poor measure of the economics of an influencer campaign.

Expected views, the proportion of users located in the target market and the share of the audience old enough to legally gamble can materially change the effective cost of a campaign.

According to the agency's calculations, two creators charging the same integration fee can produce very different economics once qualified reach is considered.

A smaller influencer with a concentrated adult audience in the target GEO can be up to 2.7 times cheaper per thousand relevant viewers than a larger creator whose headline reach includes substantial numbers of users outside the target market or below the required age.

That creates a particular issue for gambling advertisers because a large portion of a creator's nominal audience can be commercially unusable even when the overall follower count appears attractive.

TikTok Carries the Largest iGaming Premium

TikTok's 30% to 60% gambling markup is the highest among the four platforms studied.

The result reflects the additional difficulty of sourcing suitable creators and running compliant campaigns on a platform where gambling promotion is heavily restricted.

YouTube, Instagram and Twitch still carry meaningful iGaming premiums of between 20% and 50%.

For operators, this means creator acquisition budgets cannot be benchmarked directly against mainstream consumer categories.

The relevant cost depends not only on creator size and platform but also on whether the audience can legally receive gambling marketing, whether the creator is willing to work with the category and whether the campaign can meet local advertising requirements.

Famesters' figures should be treated as agency benchmarks rather than comprehensive market pricing. They are based on the company's internal data and cover wide ranges of creator sizes, markets and campaign formats.

Even so, the report quantifies a familiar challenge for iGaming marketing teams: restricted supply of suitable creators can make influencer acquisition materially more expensive before campaign performance is considered.