Gambling Core: just memes or serious casino propaganda? An analysis by 1xSlots

In the following article, 1xSlots Partners analyses how memes have become a new form of engagement, even in the online casino industry.

Opinion.- Memes are a phenomenon of modern culture. They are discussed all over the world, they become the cause of hype, popularity and, conversely, oblivion. The online casino industry is no exception. 

Memes are a real gold mine: they earn money, promote brands with their help, and sometimes lose their reputation. But how does all this affect the players? Is there a real benefit for projects from this, or is it just HYPE for the sake of coverage? Read the following article by 1xSlots Partners to find out.

A way to make money: meme marketing in action

Any affiliate manager has seen similar messages at least once:

“Is there a set for shorts?”

“Are the Reels ads interesting?”

“Do you have any stickers?”

At first, the manager rolls his eyes, then clarifies exactly what the author of the message wants. These are usually beginners who are looking for an easy way to make money by creating memes with branded stickers and customised promo codes.

Many companies, including 1xSlots, treat such traffic with caution. Why? It’s simple: it’s difficult to track the result, especially if the monetisation model is CPM (pay-per-impression).

However, in terms of coverage, casino-related memes are the best. Even if a person doesn’t play, they will still like the joke about “putting grandma’s ashes on kef 20.” It’s immoral, but funny — such content works well for virality. For an unprepared viewer, such videos may be off-putting, but the target audience responds readily.

Trend: accounts with casino songs

Every day we come across Reels and Shorts, where well-known musical motifs are created using neural networks (for example, ChatGPT or Suno.ai They turn into songs about deposits, bets, and loans. 

We will not give links to the originals — for the sake of your mental health.

At first glance, it’s just ridiculous. But it works differently for the player. Such motives easily become embedded in memory and become background triggers. The result is constant thoughts about betting, which eventually turn into the norm.

Fact: Research shows that repetitive melodies and slogans increase brand recall by 60 per cent (according to Nielsen), especially when combined with visual imagery.

Memes from operators and partner programs

Meme content is made not only by “young businessmen”. Operators, as well as partner networks, actively use memes in their Reels and TikTok videos. Memes about arbitration, betting, p2p and “life” flooded social media feeds.

1xSlots Partners case: After launching regular Reels posting with memes and partner marks, our reach has grown by more than 100 per cent. The number of subscribers is also steadily increasing. Videos with “light” and ironic presentation work especially well.

There are no exact statistics on how much this affects the casino’s direct revenue, but the fact is that meme marketing has already become the norm. 

Memes are a new form of engagement

As long as Instagram and TikTok’s algorithms are loyal to such content, memes remain a great way to attract attention, increase reach, and build an audience. This is a real winning strategy for casinos and affiliates.

The flip side is the normalisation of casino gaming, making betting a routine comparable to watching reels.