Submitted by FamestersAgency IPI Score 35/100

Famesters & Leon: driving registrations & deposits in new geos

Influencer Marketing

Famesters used geo-targeted Twitch streamers to drive Leon's iGaming registrations and deposits in Canada, reporting a $66 cost per first-time deposit.

$66Cost per first deposit
30-40%Typical organic traffic share (context)

About the campaign

Leon wanted registrations and deposits in new markets, above all Canada, where the audience overlaps heavily with the USA and mis-targeted media pays to reach people the brand cannot convert. iGaming acquisition is judged on cost per first-time deposit, so the challenge was operational: finding channels whose audience was specifically Canadian without mixing in US viewers. Famesters worked from the view that Leon's likely depositors, a 60% male, 25-plus audience interested in casinos, sports and gaming, could be reached through Twitch streamers whose viewership matched the target geography.

Famesters built a geo-specific roster led by Twitch streamers, equipping each with unique promotional content tailored to their style and audience. Streamers worked from Leon's structured brief with creative freedom, cross-promoted on their other social networks, and ran monthly engagement experiments such as sweepstakes and live viewer involvement, adjusting technical requirements against tracked views and clicks.

Selecting creators by the geography of their viewership did the geo-targeting, and continuous monthly optimisation ran the campaign as a loop rather than a one-off flight; rehiring about 30% of creators turned a test into longer-term partnerships. Content ran on Twitch. Famesters reports a $66 cost per first-time deposit, excluding an organic share it says typically runs 30-40%, with roughly 30% of influencers rehired; no spend, deposit volume or reach is disclosed. Figures are self-reported.

Case in 60 seconds

Leon wanted registrations and deposits in new markets, above all Canada, where the audience overlaps with the USA and mis-targeted media pays to reach people the brand cannot convert.

Leon's likely depositors, a 60% male, 25+ audience interested in casinos, sports and gaming, could be reached through Twitch streamers whose viewership matched the target geography.

Build a geo-specific roster of influencers, led by Twitch streamers, and equip each one with unique promotional content tailored to their style and audience.

Streamers worked from Leon's structured brief with creative freedom, cross-promoted on their other social networks, and ran monthly engagement experiments such as sweepstakes and live-stream viewer involvement.

Famesters reports a $66 cost per first-time deposit, excluding an organic share it says typically runs 30-40%, with approximately 30% of influencers rehired. All figures are the agency's own.

Strategy Breakdown

The primary strategy-learning section — interpretation, not a press-release summary.

A niche profile defined by Famesters as 60% male, aged 25+, with interests spanning casinos, sports, gaming and related domains, located specifically in Canada and the other target geographies.
Based on the available evidence, the tension was operational rather than cultural: Canadian audiences consume much of the same content as US audiences, so a campaign meant for Canada can easily spend against viewers it cannot serve.
iGaming acquisition is judged on cost per first-time deposit, and Leon needed registrations and deposits in a new market rather than broad awareness. The agency frames the challenge as finding channels whose audience was specifically Canadian, without mixing in US consumers.
Leon supplied a structured brief and essential assets but accepted the influencers' creativity, positioning the brand as a sponsor that fits each streamer's existing format rather than dictating the content.
Per the agency, unique promotional content for each influencer and live formats such as sweepstakes kept viewers involved, and consistent performers were converted into long-term partners, with approximately 30% of influencers rehired.

Creative & Execution System

Assets & channels

  • Twitch live-stream integrations
  • Cross-promotion on influencers' other social networks
  • Unique promotional content tailored to each influencer
  • Sweepstakes and live viewer engagement formats

Partners

  • Famesters (influencer marketing agency, campaign lead)
  • Leon (client; provided the structured brief and campaign assets)

Participation mechanic

  • Sweepstakes organised with streamers
  • Viewer involvement during live streams

Creator role

  • Twitch streamers adapting Leon's brief into their own formats
  • Approximately 30% of creators rehired into longer-term partnerships

Results & Evidence

MetricValueResult typeConfidence
Cost per first-time deposit (FTD)$66acquisition efficiencyAgency reported
Typical organic traffic share (context)30-40%contextAgency reported

Why Famesters's strategy worked

  1. 1

    Creator selection did the geo-targeting: choosing Twitch streamers by the geography of their viewership let the campaign reach Canada in a market that overlaps heavily with the US.

  2. 2

    A structured brief plus creative freedom, with unique promotional content per influencer, is credited by the agency with keeping integrations native to each channel.

  3. 3

    Cross-promotion on creators' other social networks extended each partnership beyond a single platform.

  4. 4

    Monthly experimentation with formats such as sweepstakes, and adjusting creators' technical requirements against tracked views and clicks, ran the campaign as a continuous optimisation loop rather than a one-off flight.

  5. 5

    Rehiring approximately 30% of creators turned a test campaign into longer-term, ambassador-style relationships between the influencers and Leon.

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