Collaborative Marketing in iGaming
How operators, technology providers, influencers, and even competitors are joining forces in collaborative marketing initiatives to expand reach, reduce costs, and strengthen the industry’s reputation, particularly in newly regulated markets like Brazil.
Context
As competition intensifies and regulations reshape emerging markets, iGaming companies are exploring new ways to position themselves. Collaborative marketing is emerging as a strategic response, fostering joint campaigns, co-branded events, influencer partnerships, and alliances across B2B and B2C players. The approach mirrors strategies in more mature industries but is now gaining relevance as the iGaming sector faces the dual challenge of rapid growth and increased scrutiny.
Interview Guide
Understanding the Concept
How would you define collaborative marketing in the specific context of iGaming?
Collaborative marketing in iGaming is about much more than a joint marketing activity. It is about moving past the old “everyone fights for the same player” mindset. It’s about recognizing that operators, suppliers, affiliates, and even influencers can create more value than doing something alone. For instance, two operators co-hosting a tournament in a newly regulated market, a supplier teaming up with streamers to showcase a new game, or affiliates and media companies joining forces to educate players. The keyword should be “shared value”. The goal is simple: expanding reach, reducing acquisition costs, and building trust in markets where consumer confidence is still in the build-up phase.
Which partnership formats are gaining the most traction: operator-to-operator, supplier-to-supplier, or brand-to-influencer?
Right now, brand-to-influencer is exploding, especially with the rise of live streaming and content-driven player acquisition. But if you zoom out, operator-to-operator partnerships are also gaining relevance in markets like Brazil. On the B2B side, I observe more suppliers collaborating on joint game launches or tech integrations because it’s faster to scale when you don’t reinvent the wheel. Ultimately, we can find a sweet spot when these formats overlap: a supplier creates a game, an operator launches it with a bonus, and influencers amplify the experience. I think this is how such collaboration really scales.
How do you think local regulations (such as Brazil’s) shape or accelerate the need for collaboration?
Regulations add both friction and opportunity. In Brazil, compliance costs are high, and the advertising environment is still trying to find its place. Going solo in such a market is expensive and risky, but applying good collaboration spreads that risk. As an example, think about joint awareness campaigns between operators and affiliates. They can help educate players about licensed vs. unlicensed brands, strengthening the regulated ecosystem. And we should remember that having credible partners amplifies trust in your brand in the eyes of your players.
Strategies and Case Studies
Could you share a concrete or hypothetical example of a collaborative marketing initiative in iGaming that delivered strong results?
The first thing that comes to mind is joint tournaments where multiple operators or affiliates pool resources. Instead of each brand spending significant sums to attract a few hundred players, they combine budgets, run a high-stakes event, and get thousands of players participating. Everyone benefits: operators get reach, affiliates get credibility, and players get more value.
What processes ensure alignment between the brands involved in a joint campaign, from messaging to creative execution?
Based on my experience, the initial step for success is clarity upfront. Partners need to define what each partner wants out of the collaboration. Is it awareness, leads, retention, or PR value? Once that’s set, alignment becomes much easier. At Revpanda, we continually build content and creative playbooks before launching joint campaigns. That means shared messaging frameworks, tone-of-voice guidelines, and even approval flows. It prevents surprises and ensures the campaign feels coherent even if two brands have different personalities.
Which content formats prove most effective in these collaborations? Live streams, shared bonuses, tournaments, branded content, or others?
It really depends on the target market. In LATAM, live streams and influencer-driven content are massive. People engage more with personalities than logos. In Europe, co-branded tournaments and shared bonuses still work well. And on the B2B side, thought-leadership content like industry podcasts or joint video campaigns can deliver incredible ROI. If I had to pick one format that universally works, it’s video. Whether it’s a branded stream, a co-produced interview, or even a short social clip, I think video is where collaborative storytelling comes to life.
Benefits and Challenges
From your perspective, what are the key advantages of collaborative marketing for iGaming companies?
I’m an ROI-driven marketer, so the obvious advantage is cost efficiency. You share resources, data, and exposure. But I think the bigger advantage is credibility. When two or more trusted brands stand side by side, it signals legitimacy to players, regulators, and potential partners. Another overlooked advantage is innovation. When you collaborate, you’re forced to merge different perspectives. That’s often when the most creative campaigns happen.
On the flip side, what are the main challenges — for example, maintaining brand differentiation or managing competitive sensitivities?
True! The differentiation is the toughest one. You don’t want your brand diluted by blending into a joint campaign. As mentioned, setting boundaries on brand assets, messaging, and visibility is crucial. Another challenge is data sharing. Everyone wants the upside of collaboration, but nobody likes giving up data. Finding that balance here is tricky. And finally, competitive tension - both parties require trust and smart contracts.
How do you evaluate the success of a collaborative campaign in this sector? Are there specific KPIs or metrics that matter most?
I’d say it depends on the campaign type. KPIs like CPA, FTDs, or conversion rates matter for acquisition-focused collaborations. Engagement metrics like session length, tournament participation, or re-deposits are stronger indicators for retention campaigns. On the B2B and PR side, I’d look at reach, earned media coverage, backlinks, and event attendance. But honestly, the best measure of success is when both parties want to collaborate again. Repeating such a partnership is the most evident proof that value was delivered.
Outlook and Industry Impact
Do you see collaborative marketing playing a role in improving the public perception of iGaming?
Absolutely. Right now, iGaming still suffers from a perception problem in many markets: being seen as risky or unregulated. It changes the narrative when brands come together for joint responsible gambling campaigns, charity initiatives, or educational content. Collaboration makes the industry look less fragmented and more professional. It’s a way to show regulators and the public that iGaming companies can be proactive, transparent, and aligned with consumer protection.
How do you envision this trend evolving in the next 3–5 years, especially in Latin America?
Latin America is the perfect region for collaborative marketing because its audiences are social, community-driven, and passionate about sports. I see more co-branded activations with local football clubs, regional influencer partnerships, and even cross-border campaigns that tap into the cultural overlap between Brazil, Mexico, and beyond.
Could future campaigns extend beyond the industry — partnering with brands from sectors like beverages, sports, or technology?
Yes, and I think so, and I find it so exciting. Imagine an operator in Brazil partnering with a major beverage brand during Carnival, or a casino supplier co-creating a VR experience with a tech company. These cross-industry collaborations would bring iGaming into mainstream culture instead of keeping it in its own isolated space. We’ve already seen glimpses of it with betting brands sponsoring major football clubs. The next phase is about experiences where campaigns blend entertainment, lifestyle, and gaming into one ecosystem.
Chief Revenue Officer at Revpanda Group & Host at Revpanda LIVE
