Casino streamers give viewers an inside look at what happens on slots and table games. This can attract people who want to experience the thrill of the casino without risking their own money, or those who want to learn more about a game, and how to play it optimally. But what’s in it for the streamers? How do they make money? It's unlikely someone will dedicate hours to gambling and streaming each day if it isn’t generating any income for them. We take a look at the different ways casino streamers make money as well as what logistical and ethical challenges that people considering streaming should think through. 

The Basics of Casino Streaming

Reality TV has been all the rage for decades now. Online streaming is in many ways a subset of this form of entertainment. A person broadcasts their gambling in real-time to an online audience using platforms such as Twitch, YouTube and, more recently, Kick. The idea is to give viewers an immersive vivid picture of the highs, lows, strategies and challenges of gambling. 

While casino streaming audiences often have a sizable proportion of newbies, there are a lot of seasoned watchers as well, who are keen on unearthing new ideas. The most popular streamers are charismatic, provide engaging commentary of their actions and actively build a community around their gameplay. So what specific ways do they make their money?

Affiliate Marketing and Referral Bonuses

Internet-based affiliate marketing is probably as old as ecommerce. It’s perhaps not surprising that it is quite likely the number one method streamers monetize their content. By forming promotional partnerships with casinos, the streamer gets a commission for directing visitor traffic and driving conversions. Conversions could be signups, deposits or gameplay. 

An affiliate marketing contract may be with reference to the entire platform or for one or more games. Traffic is captured and quantified when viewers click on the streamer’s unique referral link or enter the special code provided by the casino. The casino may also offer referral bonuses when a streamer introduces new players to the platform.

The good thing about affiliate marketing is there is no earnings ceiling, at least in theory. Streamers receive more income, based on the amount of money their viewers lose to the casino. On the other hand, the commission-based approach is also its primary flaw – there are no guaranteed minimums. With no sign-ups at the casino, they receive no earnings. 

Sponsorships and Brand Deals

Brand deals and direct sponsorship do provide a steady, reliable income source for some of the more popular streamers. The casino sponsors one or more streaming sessions by making a fixed pre-negotiated payment to the streamer. In return, their platform or games are mentioned, displayed and otherwise promoted during streaming. 

Since the casino pays for exposure upfront (as a down payment or full payment), sponsorship and brand deals are more likely to occur with established streamers that boast a large following. That way, the streamer’s hard-earned reputation would be on the line if they were to fail to honour the contract. The casino in turn uses the streamer’s reach to draw new players.

The value of sponsorship deals is determined by multiple factors such as:

  • The streamer’s following and effective reach. The bigger, the better.
  • The level of engagement of the streamer’s followers. The higher, the better.
  • The demographics of the streamer’s followers. For example, a high income audience will likely attract a bigger sponsorship deal.

Sponsorship provides a stable revenue stream and the streamer has greater control of the contract. Unlike affiliate marketing though, such brand deals are harder to negotiate and secure since competition is fierce.

Advertisements and Platform Monetization

The first two methods we have covered involve earning directly from casinos. The platforms that streamers use often have their own monetization features as well. 

YouTube Ads is probably the best known video ad system. In this case, the advertisements shown during recorded streams contribute to the player’s income based on the number of people that see the ads as well as the viewer’s geographical location. YouTube also has a subscription service where a streaming channel can offer paid membership plans in return for exclusive access to certain content. Likewise, Twitch has a subscription option and also allows viewers to donate to the streamer.

Platform advertising and monetization is relatively difficult to cultivate as an income stream when compared to affiliate marketing and brand deals. It can take years before the earnings are significant enough to cater to the streamer’s financial needs. On the other hand, platform monetization is perhaps the most stable and sustainable stream – once it takes off, the momentum can keep it growing for a while.

Merchandising and Personal Branding

Once a casino streamer achieves a certain level of name recognition, they can ride their brand to create something that’s more tangible – branded merchandise representing their online persona. The merchandise could range from clothing to accessories, all capitalising on the individual’s popularity to create a new stream of income. 

Personal branding and merchandising is key to creating a long-term presence and expanding reach beyond the internet. It creates a strong emotional bond between the streamer and their audience. The merchandise itself also becomes offline advertising and serves as an important marketing tool to audiences that may not yet realise they would have an interest in watching casino streaming. 

Personal branding and merchandising can take years to build. It is also potentially the most profitable income stream not only from merchandise sales but the new opportunities it can create. For example, partnership with other gambling content creators or collaboration with non-gambling brands and influencers.

Challenges and Ethical Considerations

There is potential for making a substantial income from casino streaming. However, the earning opportunities are not without challenges, risks and ethical considerations. Between the pressure to fake gameplay and grow a large audience, and the allure of fraudulent casinos willing to pay for unequivocal accolades, earning from casino streaming can be a minefield.

Casino streamers keen on long term success should strive for transparency about their gameplay and sponsorships. Potential conflicts of interest should be clearly stated. The streamer should also uphold their duty to foster responsible gambling among their viewers. They must balance the desire for profit with their duty of care.


Casino streaming provides multiple opportunities for making money. The most successful streamers usually earn from a combination of affiliate marketing, sponsorship deals, streaming platform monetization and/or merchandising. Each method has pros and cons so diversification is key to long-term, sustainable and increasing earnings. To learn how much money casino streamers make, read my article here.

While there is no doubt that money is one of the central goals for casino streamers, the desire for profit should not come at the cost of ethics and preventing harm. The streamer has to recognize that holding influence over thousands of viewers means regularly emphasizing the need for responsible gambling as well as providing resources for those struggling with gambling addiction.

About the author 

Peter Clayton

Peter is one of Indivisible Gaming's developers and has been working with us since 2015. When he isn't busy working on an upcoming game, he loves writing about all the games that he has played and tested. His experience in the industry is second to none, and we are grateful to have him on our team.