The thousands of dollars that online casinos pay influencers to promote themselves – CodigoPoker

The investigation took into account population growth and the effects of the pandemic among its indicators.

How much is an Instagram story worth to online casinos? The answer may surprise you: in Argentina, some offers to influencers reached tens of thousands of dollars.

The most recent revelation was made by Belu Lucius, the young woman who began to become known for her messages on Twitter until she became a media personality. The former hockey player said that a betting house offered her US$25,000 for each Instagram story she posted to promote their platform. The influencer said she rejected the offer because she is against online betting. The confession quickly began to circulate on social media.

“A betting house offered me 25,000 dollars for each Instagram story,” Lucius said. The figure helps to gauge how far the platforms’ interest goes in appearing on the networks of figures with large audiences.

But Lucius’s case is not isolated.

More than US$100,000 to promote betting

In June 2025, influencer and streamer Luli González said she had received an offer of more than US$100,000 to carry out a campaign related to online betting. González explained that the offer included publishing a certain number of stories and videos. Although she decided to reject it, she admitted that the figure made her think. “I understood why everyone accepts”, she said in an interview with the streaming channel No Seas Neutral.

The influencer, who has been on YouTube, Twitch, and the Olga stream, explained that she ultimately prioritized her image and the trust relationship with her followers over the money.

Belu Lucius.

Two different cases, but with the same denominator: platforms are willing to put extraordinary figures to get advertising directly within social networks.

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But… why do they pay so much?

The business is not just about showing the logo of a betting house. Influencers have something that traditional advertising cannot easily buy: direct access to an audience that trusts them.

The guide prepared by Argentine organizations on online betting points out that influencers play a central role in promoting gambling because they function as a channel especially attractive to teenagers and young adults. It also warns that advertising often appears disguised as a recommendation, advice, or account of a positive experience.

In that scheme, a story can be much more than an advertisement: it can include a link, a promotional code, or a direct invitation to register on a platform.

And the larger the audience and the influencer’s ability to generate conversions, the higher the value of the deal can be.

Argentina toughened the rules

The phenomenon also explains why betting advertising through influencers has come under the scrutiny of authorities.

National regulations establish that all advertising of online games and betting disseminated via the internet and social networks must include the warnings “COMPULSIVE GAMBLING IS HARMFUL TO HEALTH” and “+18”. Since a modification published in August 2026, these warnings must remain throughout all content in which an influencer refers to the participation modality or access to gambling sites.

Additionally, there is an official channel to report people or influencers who promote betting sites without including the mandatory warnings.

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