Under the influencer

Yoni Sidi, CEO of Winpot, the popular Mexican online casino and sportsbook, on why the brand is betting big on influencers

For an online casino or sportsbook to succeed, it must have strong brand values, and those values must be communicated to and understood by the target audience. This sounds relatively simple on paper, but it’s incredibly hard to execute in the real world.

Brand values are communicated through branding and marketing activity. From TV and radio campaigns to digital marketing and paid media, online casino and sportsbook operators deploy a wide range of tactics to ensure they are heard above the noise being made by their rivals.

But in a highly competitive market like Mexico, even those shouting the loudest are often not being heard by consumers. And this is why it’s important to think outside the box and deploy less common but highly effective channels, such as influencers.

This is something we have done at Winpot, joining forces with Miroslava Montemayor, a former beauty pageant winner who has become one of the leading sports broadcasters and TV personalities in Mexico.

But what makes influencers so effective?

How influencers boost brand visibility:

By partnering with an influencer, you not only gain direct access to their audience, but you also get the audience’s trust. When an influencer endorses a product or brand, the audience buys into it – so long as the brand aligns with their core values.

This makes influencer partnerships incredibly authentic, and this, in turn, is what makes them so effective. This is certainly the case for online casinos and sportsbooks, where making authentic connections and building trust with consumers can be incredibly difficult.

In addition, influencers such as Miroslava have large followings – her combined social media following is more than two million, giving brands huge reach among people who are primed and ready to convert.

This is not the case with some marketing channels, where there’s a lot of wasted spend. TV is a great example of this, where you pay to run ads that are seen by people who will simply not want to engage with the products or services you are offering.

Of course, this still applies to influencers, but the level of spend is less, as is the amount of “wastage”. This makes them more effective, both in terms of targeting and cost.

How to identify the right ambassador for your brand:

It’s important for brands to identify the right ambassadors and influencers to work with.

At Winpot, we were looking for someone who not only commands attention but also embodies the spirit of our brand – fun, trusted and proudly Mexican. And that’s why we opted for Miroslava – she’s not just a sports host – she’s a cultural icon.

Her charisma, credibility, and deep connection with sports fans make her the perfect face for Winpot. With Miroslava, it’s not just a partnership – it’s a power move.

Getting the most out of an influencer partnership:

Influencers identified and agreement signed, it’s now about getting the most out of the partnership.

It’s important to see the partnership as more than just a brand endorsement. Miroslava and her team were involved from the ground up – contributing to the campaign’s creative direction, scripting, styling and overall vision.

Her input ensured that everything produced felt authentic, bold and aligned with her personality and ours. That level of collaboration makes this campaign feel like a true joint effort – not just a transactional promotion.

It’s a shared vision brought to life, and that’s key to maximising the opportunity.

Never lose sight of responsible gambling and compliance:

Of course, it’s important to ensure that responsible gambling (and marketing) is the foundation of any campaigns run with an influencer.

This can be harder to enforce when an influencer is being used, as they might not be up to speed on safe gaming requirements and some of the unique requirements placed on online casino and sportsbook operators.

But again, this is why close collaboration between brand and influencer is a must.

For example, with our Miroslava campaigns, every piece of content includes 18+ warnings and responsible gambling messaging, fully aligned with local regulations. We’ve also integrated cool-off periods and automatic tools designed to detect and flag problematic behaviour before it escalates.

Miroslava’s messaging focuses on fun, moderation and making smart choices. We’re promoting entertainment – never unrealistic expectations.

Why influencers will be a part of Winpot’s marketing mix moving forward:

The game is changing for how online casinos and sportsbooks market their brands.

Audiences are demanding more than showstopper TV ads and generic celeb shoutouts – they want real stories and relatable voices.

We believe the future lies in long-term, authentic collaborations with talent who bring substance, not just fame. This campaign with Miroslava is exactly that – a glimpse into where influencer marketing is heading in our industry, and we are proud to be pioneering it.

We truly believe that celebrity collaborations, such as the one we have with Miroslava, will catapult the Winpot brand into the stratosphere, driven by authentic relationships between our brand, our partners and, most importantly, our players.