SBC Summit Americas: The regulation of social media influencers in betting – is prevention possible?
At SBC Summit Americas’ Affiliate Leaders Summit, industry leaders tackled a pressing issue facing operators, affiliates, and content creators alike: how can influencer marketing support player engagement without compromising responsible gaming?
Andrew Garven, Head of Marketing at Covers, set the tone early. “All of our bets are made by real people,” he said. “We’ve leaned in a little bit to computer picks, but those aren’t replacing our expert picks.” Covers, which draws more than 40 million unique visitors annually, has built its brand around real bettors and transparent daily picks.
That transparency, Garven explained, is about more than content. It is about showing up for the full player experience. “You can’t just make a pick, ship it,” he said. “You have to be there the entire sports betting experience.”
As the conversation progressed, the panel shifted from influencer tactics to the tension between entertainment and ethics. David Fucillo, Senior Director at Vox Media, pointed to the trend of long-shot parlays promoted by high-profile creators. “More often than not, the odds are pretty long. You’re probably not going to win it,” he said. “On the one hand, they try to tell you betting is for fun… at the same time, they’re pushing bets that are clearly not going to win.”
The group acknowledged that responsible gaming and audience retention are deeply connected. “It doesn’t matter anymore if they can sign somebody up,” Fucillo said. “Now they need to actually get people engaged in the product.”
Marco Bianchi, Co-Founder of BC Ventures, warned about the normalization of unrealistic betting behavior in influencer content. “If a certain bet level feels like it’s completely foreign and unattainable to your average viewer, then you’re in kind of troubled territory,” he said. “You’re portraying something to millions of viewers that is unattainable and can be dangerous and lead to honestly really harmful behavior.”
The panel agreed that while influencer partnerships can drive retention, they must also reflect the reality of the betting experience. That includes showing wins and losses, using relatable bankrolls, and not glorifying behavior that misleads or encourages risk beyond the average player’s comfort zone.
“We want this to be fun,” Garven said. “We want people to play within their limits. We want it to enhance their sports viewing experience.”
As regulators continue to play catch-up with influencer-led content, the panel made one thing clear. Brands have an opportunity—and a responsibility—to set the tone for what responsible gaming looks like in the age of social media.
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