iGaming Influencer as a Live Press Release

Evening, colleagues.

Every other person in stories has another "insight from a conference." Behind the scenes, the same scene: partner booth, TV playing promo, poufs, prosecco. A couple of Telegram chats—and you're already "speaking from the market," as if the market is a business class cabin.
We've been at the same tutorials for fifteen years. Reprinting badges.

An influencer in iGaming is a live press release. They look like a person, but think like a PR department. This relates to attention economics and understanding what creates real value in marketing versus noise.

Every day in the feed, you'll find a "herald." Today they're in Vilnius, tomorrow in Dubai, day after in Barcelona. Three airport stories, one "mission mode" caption—and KPI is done. No one will notice that the main mission is to convince followers you're "on the front line," even if the front line is a hotel bar.

The scene is standard. A media buying expert shows ROI without geo and offer, HR tells how their media buyers are ambassadors, and in the corridors, everyone gets exactly one business card and a phrase "let's call later," which translates as "I'll forget your name in two hours."

Cases. Here's this ROI "a hundred and fifty percent." Without offer, without connection, without numbers—because this isn't a case, it's a teaser to "we're great, you just haven't grown to us yet." In the morning, everyone retells the presentation in chats as their experience. In the feed—imitation of development, in reality—a reference from last year.

Why This Works at All

• Cheap FOMO. Those sitting at home must believe that "expert" status is a flight and a badge.
• The market loves facades. Loud words are more noticeable than quiet work. If you can't make product, all that's left is to pretend you "anticipate" it.
• Dopamine from belonging. Dopamine research long ago proved: anticipation matters more than result. That flock of "insiders" lives not by fact, but by anticipation of their own legends. This connects to attention economics in iGaming and how marketing strategies need to focus on real value.

There are plenty of honest teams in the industry. People who build product don't write posts about themselves, they do. But they're not visible behind this noise of chats, where expertise is a familiar photographer and the right filter.

So when you're shown the "front line" again, ask yourself: where's the screenshot from the ad account, how much did the post cost, who handles creative, and where are the numbers? Answers won't come. But there will be another thread about "how we're saving the market."

The deposit button still decides more than any stories. If you need real insight, it's not in the feed—it's in the budget and in those who know how to manage it quietly, without chats and vanity fairs.