Video Marketing in iGaming: How to Bring Back and Retain Users

Rosloto specialists explain how promo videos, live streams, and trailers help gain the audience’s trust, create a community, and return customers.

About Video Marketing

The concept means the use of video as a key tool for promoting gambling products, building loyalty, and retaining clients. While just a few years ago, clips were used in the entertainment niche for advertising purposes, today, it has become an integral part of the online casino ecosystem.

In 2025, players got used to visual formats.

TikTok, YouTube Shorts, Twitch, and streaming platforms are shaping a new standard for content consumption that includes:

• rich and volume graphics;
• short but clear messages;
• fast response from the audience.

Providers are compelled to rapidly adapt to market shifts. The main reason is the decrease in the effectiveness of text ads and static banners. Against this backdrop, digital clips are becoming the primary channel for customer engagement, with mass reach and immediate reaction.

Where Did Video Marketing in iGaming Come From

The format was formed from related fields: action, entertainment and eSports. It is there that companies noticed that people were eager to watch:

• trailers for new products;
• training videos;
• live broadcasts of matches;
• reviews and challenges.

iGaming operators quickly adopted these approaches: first in the form of commercials, and then by integrating clips into the betting process.

The rapid growth of video marketing in the online casino sector began after Twitch and YouTube opened a space for slot streaming. Thousands of viewers started to watch bloggers play, achieve successes, and monitor their progress in the tournament.

Why Video Marketing Is Gaining Popularity

Let us consider the factors due to which this tool is increasingly used in gambling.

Rising Competition

Videos perform several tasks at once:

• convey emotion, not just the functionality of the entertainment product;
• allow players to experience a unique atmosphere even before the first spin;
• transform slots or online casinos into an iGaming brand with a recognisable style.

For example, Pragmatic Play actively creates clip-based shows that compete even with television programs.

In Sweet Bonanza CandyLand, the provider combined the functions of the wheel of fortune with classic slot machine themes. Customers can spin the wheel, win prizes, and follow the actions of other gamblers in spectator mode.

The integration of such formats enables entrepreneurs to differentiate themselves from the competition and achieve widespread coverage.

Change In Consumer Habits

A younger audience has grown up on short videos from TikTok, Instagram, and streaming services. These clients:

• prefer dynamic visual formats;
• respond more quickly to digital messages than to text ones;
• value interactivity and live emotions.

Traditional marketing approaches (banners, articles, and huge sets of instructions) no longer produce the correct results when targeting Generation Z. Youngsters want to understand the mechanics of virtual slots in 30 seconds and experience the emotions, rather than spend hours learning the rules.

BGaming's educational videos are a good example of interacting with Gen Z. The company explains the mechanics of new solutions in a simple and understandable manner, lowering the entry barrier, and making the product friendlier to beginners.

Trust-Building Effect

Users fear manipulation, forged results, and unfair game conditions. Videos help undo these fears.

For example, live casino streams create a sense of real action. Players see the host, the roulette wheel, or cards being dealt, and understand that everything is happening “here and now”. Streaming on Twitch and YouTube ensures transparent sessions. Viewers can watch the games online without editing or influencing the outcome.

Popular Video Formats in iGaming

Let us consider marketing solutions often used by operators.

Promotional Clips and Trailers

They are a classic tool from the world of cinema and video entertainment. These tools began to be used in the gambling industry in the mid-2010s, when social media and YouTube became the main channels for attracting traffic.

Today, in the online casino niche, it is possible to find:

• short videos on social media and landing pages of iGaming sites;
• announcements of releases on YouTube and streaming platforms;
• dynamic teasers (20–30 seconds) demonstrating mechanics and bonus features of slots.

The use of promotional tools allows operators to quickly attract the attention of players to a new product, create a positive “first impression”, and motivate people to participate in sessions. For example, NetEnt frequently releases trailers highlighting licensed brands (films or concerts). This turns each release into a small but exciting event.

Training Videos

This format came to the casino niche from mobile gaming and the EdTech environment. It began to be used because of the increasing complexity of slot mechanics.

Thus, the Big Time Gaming provider created short explanations for all Megaways content. These innovative features were enthusiastically accepted on a silver tray by the audience and became the brand’s hallmark.

The following videos are used in the entertainment sector:

• 30–60 second guides demonstrating gameplay;
• tutorials integrated into the interface of a digital slot;
• video instructions on the websites of operators and YouTube channels.

The use of clips lowers the entry barriers for newcomers and makes complex mechanics more accessible. This tool also increases customer retention. Players are more likely to return to a digital portal where everything is accessible and understandable.

Live Streaming

As an independent format, it emerged in gaming and eSports (Twitch and YouTube Gaming). In 2018–2019, the first channels with the broadcasts of slots were launched, attracting tens of thousands of viewers.

Today, live streaming is an important component of the betting industry. Entrepreneurs demonstrate new releases on Twitch and YouTube, host shows in real time, and launch integrations with casino ambassadors.

The use of this format performs the following functions:

• creates an atmosphere of the show and live participation;
• builds a community around the game and the brand;
• ensures stable audience coverage comparable to traditional advertising campaigns.

For example, Evolution has focused on live solutions, transforming online casino products into a full-fledged TV program. The provider's portfolio includes Crazy Time, Monopoly Live, and other signature titles.

In-Game Video Content

The integration of clips into the entertainment process originated in traditional action releases. In the 2000s, cutscenes became standard for consoles and PCs. Developers used short videos to connect levels to the plot, reveal characters, and reward players for progress.

When the slot market began to shift toward storytelling and emotional engagement in the 2020s, casino operators quickly adopted these practices. Videos became not just decoration, but a part of the gameplay, enhancing the value of each session.

Options for integrating clips include:

1. Intro before the reels spin. Players receive a series of clues: who is the protagonist, what world opens before them, and what they can expect from the bonuses.
2. Cutscene when special features are activated. When users launch a bonus round, the slot turns this event into a mini-show. This could be the unlocking of a chest, a battle with the mafia, or the appearance of a rare character.
3. Story-driven clips. These reveal the characters and the in-game world much better, turning the entertainment into a mini-series.

Pragmatic Play often uses cinematic intros in its releases. This way, the company sets the product’s atmosphere and introduces the audience to its rules.

In Thunderkick's digital slots, the protagonists “come to life”. For example, in the signature slot Esqueleto Explosivo, skeletons begin to sing when a player wins, turning the mechanic into a captivating concert.

ELK Studios has also added story-driven cutscenes to its original content. With each new session, customers discover new animations, characters, and elements that further reveal the narrative.

Metrics for Successful Video Marketing in Online Casinos

Let us consider the KPIs that project owners should focus on:

1. Views. They reflect audience reach and show how many times a video has been played or how many potential clients have seen the advertising message. This indicator is important for promotional clips for new slots and trailers on YouTube or social media.
2. CTR (Click-Through Rate). It measures the percentage of users who clicked on a video or button after watching the footage. The parameter shows how much a clip motivates people to take action (like visiting an online casino and spinning the reels). In the iGaming vertical, a high CTR is often achieved if the trailer emphasises bonuses or exclusive features.
3. Conversions. They show the number of customers who registered on the website, downloaded an app, or launched a slot after watching the video. This is a key metric for advertising effectiveness since clips should not only be liked but also attract users.
4. Engagement/Watch Time. These indicators measure engagement, depth (average time) of viewing, and interaction with the content (likes, comments, or reposts). They show whether the video holds gamblers' attention or, conversely, loses it after 10 seconds.
5. Retention Rate. This is the percentage of clients who return to the entertainment portal after interacting with the ad. A high retention rate confirms that the video is building long-term loyalty, not just affecting the first click.
6. ROI (Return on Investment). It can be described as the financial indicator of the success of a marketing campaign. It measures the online casino's revenue from clips and compares it to the costs of production and promotion. In iGaming, ROI is especially important in promotional footage for new releases. If a video does not generate profit, the provider should reconsider its advertising strategy.

The Main Things about Video Marketing in the Casino Niche

This is one of the most effective methods for attracting and retaining customers.

Key aspects that operators should take into account:

• The advantages of this solution include faster reach, content virality, and growing trust among players and B2B partners. This tool allows entrepreneurs to stand out from the competition and improve the financial performance of their projects.
• The most popular formats include intros, trailers, tutorials, and live streams. The integration of videos in the gameplay is highly effective.
• Pragmatic Play, Thunderkick, ELK Studios, Evolution, and other brands actively use clips to promote their products. Developers note an increase in CTR, conversions, ROI, and other KPIs.

The Rosloto studio helps launch and promote gambling platforms. We offer turnkey online casinos, White Label portals, blockchain startups, lottery solutions, and poker software.