Streamers and iGaming: how 1win turns integrations into events
Just a few years ago, streaming was the realm of gamers and esports fans. Today it’s a full-fledged media market that dictates trends, creates stars, and influences millions of viewers. For the iGaming industry, streamers are much more than an advertising channel. They are a bridge between the brand and a living community where trust matters more than any banner.
1win understood it better than anywhere else. Here, streamer media buying isn’t just another line in a media plan — it’s part of a cultural strategy. In this article, Maxim, Head of Streamer Marketing at 1win, explains how the company’s integrations become full-fledged events — why they’re discussed, rewatched, and turned into memes and information drivers.
Streamers — a new media channel for iGaming
People scroll past banners and skip ads — but streams are different. Audiences spend hours with their favorite streamer every day, witnessing emotions and taking part in their lives.
That’s why integrations in streaming work differently. When a viewer sees a brand naturally embedded in a favorite stream, conversion and retention grow exponentially. In iGaming, this is especially crucial — trust and emotional connection often determine whether a viewer decides to try a product or not.
The 1win approach: from metrics to culture
Many companies, not only in iGaming, measure ad effectiveness by registrations and target actions. For 1win, these KPIs matter — but they don’t define success.
The main goal of media buying is to secure the brand’s presence in the spaces where its audience lives. In other words, the key objective of such integrations is not just conversion into deposits but the creation of a lasting association between the brand and the content the audience genuinely loves.
When viewers perceive an integration as part of their favorite show — and the brand becomes the subject of memes and conversations — that’s success. This effect can’t be bought directly; it’s achieved through a deep understanding of the streamer’s personality and their community.
The personalities shaping the market
The streaming market is diverse. There are hype-driven stars, esports opinion leaders, and cult figures with decade-long histories.
1win works with all these categories — understanding the unique role of each. We can say that the choice of a streamer starts not from reach metrics, but from understanding who the streamer is to their audience.
- Mellstroy — the embodiment of hype. His streams turn into viral events that spread across social media instantly.
- Evelone — the figure of authority. In the community, he’s called the “father of Twitch”; he sets trends and maintains standards for the whole scene.
- Papich — a cult character whose fan base follows him with unconditional trust, year after year.
Each works differently, but together they create synergy: hype attracts attention, authority builds trust, and cult status ensures long-term loyalty.
Hype and reputation
Hype is a powerful but risky tool. We understand that streaming thrives on emotion — and what brings virality can just as easily cause a reputational hit.
We approach this pragmatically. Hype is a brand amplifier, not a final goal itself. That’s why every project goes through a filter: community analysis, risk assessment, and scenario forecasting. The team always supervises integrations in real time and reviews the results afterward.
Main rule: you can be bold — but never slide into trash that destroys trust.
Success metrics: three levels of evaluation
The success of a collaboration isn’t measured solely by registrations. We distinguish three levels of assessment:
- Performance — new users, first deposits and redeposits, conversions.
- Activity — player engagement, chat and social media activity, retention.
- Brand effect — growth in brand awareness and search queries, increased audience loyalty.
A truly successful collaboration aligns all three levels — balancing short-term performance with long-term impact. The real goal is sustained brand presence in the media field. A great integration keeps being discussed not only during the stream but weeks and months after.
Market challenges
Working with streamers isn’t “easy money.” The market is highly competitive and comes with its own risks:
- inflated integration prices driven by hype demand,
- fraud traffic and fake stats,
- emotional unpredictability of streamers,
- personal circumstances that can disrupt a campaign.
Here, success doesn’t belong to the one who pays more — but to the one who builds a flexible strategy and maintains balance between risk and results.
Formats that work
A one-time integration can create a spike in attention, but only a full-scale collaboration turns a brand into part of the community. In such cases, the stream doesn’t end with the broadcast — it generates memes and reels that live on for months, while viewers start perceiving the brand as “one of their own.”
In top GEOs, exclusive partnerships are rare, but they deliver maximum effect — trust and a steady inflow of players.
Every campaign at 1win is built individually.
Sometimes the focus is on a big viral event, other times — on a calm, consistent integration aimed at audience retention. There’s no universal formula: 1win’s media buying is a flexible system adjusted to specific goals.
Innovation and experimentation
Given how fast the streaming market evolves, our strategy relies on constant testing: new faces,multi-streamer collaborations, real-life content and expansion to new platforms.
For example, the recent 1win W Poker project became a showcase of how an iGaming brand can create an event that lives far beyond a single broadcast.
And a small insider: by the end of the year, the company is preparing a project that could redefine the market — so stay tuned at our socials!
What this means for 1win partners
For those working with influencer traffic
Integrations bring in warm traffic. Users come not from random banners chasing them around, but from content they already trust.
This means:
- Higher CR to registration and deposit,
- Higher LTV,
- Less fraud.
Tip: watch for announcements of major collaborations. During and right after them, audience interest peaks — that’s when you should actively drive traffic. CR skyrockets during these periods.
For those using classic sources
When the brand “makes noise” in the media field, all performance traffic works better. Why?
The audience is warmed up. A person has seen the brand on Papich’s or Evelone’s stream — then meets it again in a TikTok or Facebook ad. Trust is already there, making clicks and deposits more likely.
Background presence. Integrations create the feeling of an “everywhere” brand — which automatically lowers lead costs across channels.
Competitive advantage. Even if a rival offer has similar payouts, the player who heard about 1win on a favorite stream will convert with us instead.
Tip: leverage the post-integration window. In the first few days, auction competition stays the same, while audience warmth is significantly higher.
Conclusion
Streamers have become a new television for Millennials, Gen Z and Gen Alpha — a space where information trends are born, memes circulate, and new stars emerge. For iGaming companies, this is a direct gateway into the environment where their audience actually lives.
Our experience shows: success doesn’t come to those who just buy exposure, but to those who create newsworthy moments. That’s why streamer media buying can be called a “trust constructor” — and today, trust is the most valuable asset in a market where reputation defines everything.
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