Why influencers matter to crypto casinos in 2025
Crypto casinos have crossed into mainstream awareness, with global gross gaming revenue estimated at $81.4 billion in 2024—five times 2022’s level—according to data cited by the Financial Times. The report adds that growth is heavily funnelled through influencers and social platforms, despite blocks in major markets.
High-visibility partnerships amplify reach. Drake’s ongoing tie-ups with Stake center on promo streams and giveaways; the casino promotes a dedicated Drake page showcasing his “live stream giveaways.” Roobet, meanwhile, appointed Snoop Dogg as “Chief Ganjaroo Officer,” launching co-branded promos and a themed game.
Case study: the Kick effect (and Twitch’s crackdown)
Twitch changed the rules of the game in late 2022 by prohibiting streams from certain offshore crypto-casino domains (Stake, Rollbit, Roobet, Duelbits at launch). That pivot pushed gambling creators to look for alternatives.
Kick emerged as the rival with looser moderation and a 95/5 revenue split, backed by investors connected to Stake’s founders and streamer Trainwreckstv (as confirmed by The Washington Post and public profiles). Platform analytics outfits reported strong growth through 2024–2025 as gambling and celebrity content migrated.
By late 2024, Kick announced stricter policies: from February 1, 2025, gambling streams are allowed only from sites that use ID checks to verify users are 18+. In March 2025, Kick also removed hourly Partner-program pay for the “Slots & Casino” category. These shifts signal a maturing stance under regulatory and reputational pressure.
YouTube tightened its own rules in March 2025, limiting on-video mentions and logos for non-approved gambling services and expanding age gating for gambling content.
Celebrity and sports tie-ins that supercharge discovery
Crypto casinos have paired influencer streams with headline sports sponsorships, multiplying impressions far beyond gaming audiences. Stake became title partner of Sauber’s Formula 1 team in 2024–2025 (“Stake F1 Team Kick Sauber”), and it is also an official betting partner of the UFC with named athlete ambassadors.
These deals keep the brand visible in mainstream sports—even in regions where gambling ads face restrictions—while creators drive direct-response traffic via streams, affiliate links, and giveaway mechanics.
How much do star streamers move the needle?
Mega-contracts underline how valuable gambling audiences are. Forbes reported xQc’s Kick deal at about $70 million (with later updates), illustrating how platforms bid for marquee creators whose streams often feature casino segments or sponsors. Creator-analytics firms tracked Kick’s watch-time and active-channel highs through 2024–2025 alongside these signings.
At the same time, media scrutiny of celebrity gambling streams (for example, Drake’s Stake broadcasts) frames them as sophisticated marketing rather than casual entertainment.
The guardrails: what the platforms allow right now
Twitch
Bans streaming unlicensed slots/roulette/dice sites (with named domains) and has continued to limit visibility of gambling content.
YouTube
From March 19, 2025, creators face tighter restrictions on references to non-approved gambling services and increased age gating.
Kick
As of February 1, 2025, only age-verified casinos can be streamed; as of March 2025, “Slots & Casino” is excluded from hourly Partner-pay.
Regulation and reputational risk: a fast-moving backdrop
Authorities continue to question cross-border crypto-casino marketing. The UK’s Guardian reported in February 2025 that Stake would surrender its Great Britain licence following regulatory review, even as the brand remains visible through sports deals pending broader ad changes in English football.
Academic and policy research flag special risks when gambling promotions reach youth audiences via influencers. A 2025 scoping review found frequent exposure and normalization effects among under-25s; GREO’s 2025 evidence brief echoes that influencers’ gambling content can shape attitudes and behavior in young audiences.
Compliance playbook for creators and brands
Follow endorsements law
In the US, the FTC’s Endorsement Guides (16 CFR Part 255) require “clear and conspicuous” disclosure of material connections and honest opinions—platform disclosure tools alone may be insufficient.
Respect ad-standards in the UK and elsewhere
The ASA/CAP guidance on influencer ads requires obvious labels (e.g., “Ad”), robust audience targeting, and extra care around gambling promotions—especially regarding under-18s.
Match platform policies
Align content plans with Twitch/YouTube/Kick rules and avoid streaming from non-compliant casinos (e.g., those without ID verification on Kick from Feb 2025).
Practical tips for marketers (and creators)
Audience gating and geography
Implement 18+ gating and geo-screening; don’t rely on a streamer’s general audience controls to satisfy gambling-ad rules.
Contracts and KPIs
Tie influencer deals to KYC-positive, regulated traffic—not raw signups—and audit affiliate landing pages for disclosures and safer-gambling messaging.
Disclosure hygiene
Use persistent, plain-language labels (“Ad,” “Paid partnership with…”) verbally and on-screen during streams, plus in video descriptions and panels.
Crisis and conduct
A single off-platform controversy can spill into gambling sponsorships. Maintain termination and content-standards clauses, and be ready to pause campaigns if a platform policy shifts.
For viewers: how to spot a paid promotion (and protect yourself)
Look for on-screen and verbal disclosures whenever a creator plays or links to a casino. If you don’t see them, assume there is a financial relationship and proceed cautiously. Use platform tools (age gating, content filters), and in regulated markets consider self-exclusion or ad-preferences now being strengthened by regulators in 2025.
FAQs
Do influencers really drive crypto casino growth?
Sector-level reporting ties the surge to influencer funnels and social discovery; the FT put 2024 crypto-casino GGR at $81.4 billion and explicitly noted influencer-driven guidance for bypassing blocks.
Why did so many gambling streams move to Kick?
Twitch restricted streams from named offshore casino domains in 2022, and Kick offered generous creator economics and fewer early restrictions—later adding age-verification and monetization limits in 2024–2025.
Which celebrity partnerships stand out?
Drake’s Stake promos with large-scale giveaways and Snoop Dogg’s Roobet deal (with co-branded games and campaigns) are high-profile examples.
Are these promotions legal everywhere?
No. Legality depends on your location and the operator’s licensing. Platforms also set their own rules (e.g., YouTube’s March 2025 restrictions; Kick’s Feb 2025 age-verification requirement).
Bottom line
Influencers turned crypto casinos from niche sites into mainstream talking points by pairing high-energy streams with major sports and celebrity partnerships. In 2025 the tide is shifting: platforms are tightening rules, regulators are probing, and disclosure expectations are clearer than ever. If you market or create in this space, treat compliance as a feature—not an afterthought—and build campaigns that can survive policy changes without putting vulnerable audiences at risk.
