Streaming is established as a huge component of the console gaming ecosystem, and the first generation of igaming streamers is beginning to emerge. This has the potential to become far more than just another affiliate marketing channel, writes JULIAN BUHAGIAR
Watching Xposed play live blackjack on Twitch is a strangely serene experience. Contrary to most other gambling streamers, he’s soft-spoken and fluidly pivots from conversing about the best SpaceX launches to his beloved Camaro while hitting on a Q-J pair. You toast his highs on a pair of Aces, and even share his pain when he suffers a losing streak. In fact, if you set the volume at the right level, you could pop the window in the background and let his voice roll off like a Gen-Z Johnny Carson (who gambles) while you get on with some more important tasks for the day. Such as playing for real money with that €20 free bet from Xposed. This is the new generation of affiliate marketing, and it is rising so rapidly that it will dominate most other forms of directed traffic to operators by the middle of this decade. Having started predominantly in Europe, there are dedicated streamers across pretty much most of the world. Some Japanese casino players trend as high as their European counterparts, and that’s just on Twitch – a predominantly Western-facing medium. Older stalwarts scoff at this medium, saying that properly scripted written content or well-placed media will remain stable revenue streams for affiliates. But they’re missing the point. Millennials and Gen-Zs don’t give a frack about most long-form content, and even if they did you’d have probably lost them somewhere around this paragraph anyway. To be fair, this is not just happening in gambling. Instagram and TikTok (and YouTube before it) had effectively segmented consumer behaviour between long-form and streaming content long before gambling had a look-in. With Twitch this has increased tenfold, distorting all the other revenue streams.