Game providers now view online streamers as a primary means of reaching people in a crowded market. BGaming Chief Marketing Officer Kate Puteiko emphasizes a method centered on streamers for data, product, and engagement, aiming to turn attention into growth. It’s challenging for studios to get people to notice their new games, as there are numerous titles released all the time. The eGaming Monitor showcases approximately 70,000 games from 1,700 suppliers across 3,500 operators. In the third quarter of 2024, the data shows an average of 1,400 new games each month, which is nearly 15 games every day. In May 2025, the top online casino game by distribution accounted for less than 0.02% of the total market. “The main problem for game providers is getting attention with so much competition,” says Kate Puteiko from BGaming. “Each week sees new games, with every provider offering something and lobbies already full, so getting your game in the list does not mean it will be played. Being visible, talked about, or noticed does not happen by itself. So we asked: if seeing a game is not random, can we control it somehow?”

Tackling the Visibility Challenge

The online influencer platform field is expected to triple in value between 2025 and 2032, making it logical that streamers have become key for marketing iGaming, which offers a high level of visual appeal. Gaming influencer marketing can show games to many people, but turning these views into money is not easy, and tracking results is also difficult. “Streamers look like a quick way to get seen,” Puteiko explains. “You discover a streamer with viewers, make a deal, and you hope people stick with your games. However, it’s difficult to determine if your plan is effective. There is no sure way to know if viewers become players, no clear tracking after the stream, and you don’t know if the same people ever come back to your product.”

Removing the Guesswork

Most influencer plans fail “not because the idea is wrong, but because it’s done without clear data,” says Puteiko. BGaming, thinking about this, set up a system that lets studios use data for better streamer projects and made a step-by-step guide that can be used many times for long-term impact. This model uses three connected parts, data, product, and engagement, to bond BGaming games with streamer crowds.

Data Layer

BGaming took a significant step when they started using Strmlytics (previously Casinolytics), which finally allowed them to see exactly which streamers played their games. As a result, BGaming got facts on when their games were shown, the number of people watching live, and could even see how they performed compared to other game makers. Puteiko explains, “It gave us direction, targets, and a place to begin checking how well our partners did with our agreements.” They asked, “Do players come back on their own? Does the streamer really like our games? After this, we stopped guessing and instead, we took active steps to improve the product layer.”

Product Layer

This product step in BGaming’s model means games are created with both streamers and players in mind. For BGaming, it’s not just about a streamer showcasing a game, but also whether the game is exciting enough for a live audience. Features like big changes, bonuses, high risk levels, and wins that are easy to achieve are used to hold the viewers’ focus. Puteiko mentions that “timing that builds tension” is included in these features. “We looked at how people play, the types of bonuses, and how excitement can build, using data from Strmlytics,” says Puteiko. “This is how we made our cluster slots, such as Aztec Clusters, which got into the top 20 most-played streamed games for more than a month.”

Engagement Layer

The primary goal of this step is to enable people not only to watch but also to join in the play. So, BGaming built a tool that lets streamers start live challenges right from their videos. Players can join right away, perhaps by spinning for the highest multiplier or trying to beat the streamer to win real rewards. Puteiko adds, “It happens live and makes people want to join in.” When people do not yet have accounts, they register. Those with small balances tend to deposit more, and as a result, everyone gets involved, so they participate rather than just watch. On BGaming’s side, all this translates into usable data about the groups, including who joined, what they did in the challenge, whether they had played before, and whether they came back weeks later. This provides a comprehensive overview of what players do over time. “This setup lets us move from just getting short bursts of attention to ongoing involvement,” she says.

Viral Slot Game Hits

This approach to streamer games led to viral wins. Aztec Clusters became so popular that even streamers not linked to BGaming played it. Later, BGaming teamed up with Roobet and Strmlytics to launch the first celebrity-branded slot, Snoop Dogg Dollars, where the rapper helped with the game’s creative idea and did the voice work too. Snoop Dogg Dollars features built-in streams, according to Puteiko, and remains one of BGaming’s most played and shared games.

Converting Visibility into Value

Puteiko also says BGaming’s Challenges tool made it possible to turn viewers into real value. BGaming collaborated with the regional Stake team in Latin America to launch live challenges for streamer groups, allowing people to join the gameplay. Some people signed up, some added money, and some old users became active again, notes Puteiko. BGaming tracked group gross gaming revenue (GGR) and actions, and also gained insight into which streamers deliver quality content. Some had big numbers but low results, while others had fewer viewers but much stronger action.

Vital Lessons

BGaming plans to grow further and believes its system will continue to yield results with streamers, offering valuable tips for others who want to stand out. Puteiko advises, “Make games that work well for streams, and not just for lobby lists. Give streamers real tools, not just requests or news of launches. When asking streamers to play, give them what they need to get their audience involved and track every move.” She adds, “View influencer results as data points you can check, not just random luck. B2B strength today comes from being seen, and today, that comes from B2C type actions.” “If streamers help you get seen, then your product, promotion, and checking methods should fit together. Don’t treat being noticed as just a chance; make it a clear, planned, and regular result.”