Stake rises to fame through bold marketing moves

Stake has emerged as one of the most rapidly growing names in the global online gambling landscape. Recognized today as a leading and highly visible crypto casino, its ascent has been anything but conventional. Rather than relying solely on advanced technology, a diverse game portfolio, or fortunate timing, Stake’s remarkable rise has been driven by an innovative marketing strategy that seamlessly merges community engagement, cultural relevance, and strategic risk-taking.

At the heart of Stake’s success lies a marketing philosophy that many now describe as “guerrilla marketing for the digital age.” Rather than relying on the standard formulas of online casino promotion—such as affiliate-heavy campaigns, banner advertisements, and bonus-driven competitions—Stake developed a unique identity through authenticity, entertainment, and global visibility.

This innovative method didn’t emerge overnight. It was the result of years of experimentation, insight, and a deep understanding of internet culture. To fully appreciate how Stake achieved its meteoric rise, one must first understand the mindset of its founders and the roots of its community-driven growth.

The origins of Stake and its founders

Stake was founded by Ed Craven and Bijan Tehrani, two entrepreneurs whose partnership began long before the brand existed. The two first met in the online video game Runescape, where they ran a small in-game gambling system allowing players to wager digital coins on competitive duels.

This early venture wasn’t just a teenage side project—it revealed something significant about the founders’ shared mindset. Both Craven and Tehrani possessed an instinctive understanding of digital economies, player engagement, and the appeal of risk and reward in virtual settings.

By 2013, they had turned their attention to cryptocurrency and blockchain technology, launching Primedice, a Bitcoin-based dice game that allowed users to place provably fair bets using crypto. This platform became an instant success in the niche crypto-gambling community and laid the foundation for something much bigger.

In 2017, they launched Stake, a fully developed crypto casino designed around transparency, simplicity, and community. The aim was not only to build another online casino but to create a platform that felt alive—an online ecosystem where users could play, interact, and belong.

Building a community rather than a customer base

From the start, Stake’s identity was built on inclusion and interactivity. Its founders didn’t see players as mere customers but as participants in a shared digital culture.

Instead of flooding the web with promotions and paid advertisements, Stake focused on creating experiences and communities that naturally attracted attention. Forums, social media channels, and live chats became part of the user journey, fostering an atmosphere of openness and excitement.

This mindset distinguished Stake from its competitors. While many iGaming brands emphasized casino bonuses and promotional offers, Stake emphasized belonging and engagement. Users weren’t just logging in to gamble—they were joining a movement.

A new form of marketing

Stake’s marketing team recognized early that traditional digital advertising had reached a saturation point. Banner ads, pop-ups, and generic sponsorships no longer carried the same impact. Instead, they leaned into the world of online entertainment, especially influencer and livestream culture.

By 2019, the company began forming partnerships with YouTubers, Twitch streamers, and content creators who streamed live gameplay sessions on the platform. These creators weren’t reading scripted advertisements or pushing sales messages; they were genuinely engaging with Stake’s games in real-time.

This approach blurred the line between entertainment and marketing. Audiences tuned in not to watch commercials, but to watch their favorite personalities experience real highs and lows while playing. The sense of authenticity was crucial—viewers saw real reactions, genuine excitement, and transparent gameplay.

As the COVID-19 lockdowns between 2020 and 2021 pushed millions of people online, this strategy exploded in effectiveness. Viewership on gaming and casino streams skyrocketed, and Stake became synonymous with high-energy, live casino action.

Reports later surfaced that some streamers were earning substantial monthly payments—sometimes reaching up to $1 million per month—for playing Stake games live. But beyond the numbers, this approach built loyalty and awareness in ways no traditional campaign could. Viewers became players, and players evolved into brand advocates, creating an organic cycle of growth.

The second phase: sports and celebrity partnerships

While influencer marketing formed the foundation, Stake’s leadership soon realized the potential for global visibility through sports and celebrity sponsorships. By 2021, the company began moving into large-scale brand collaborations under the guidance of Chief Marketing Officer Akhil Sarin.

One of Stake’s most high-profile partnerships was with global music icon Drake, who not only became a brand ambassador but also streamed his own live gambling sessions under the “Stake x Drake” banner. The collaboration drew millions of views and positioned Stake firmly in the entertainment spotlight.

Beyond music, Stake ventured into sports—signing sponsorship deals with Watford FC, Everton FC, and Sauber Motorsport’s Formula 1 team. The company also began supporting MMA fighters, boxers, and other athletes, extending its cultural footprint across multiple industries.

These partnerships served several purposes. They expanded Stake’s visibility, enhanced its credibility, and aligned the brand with high-energy, globally watched events. More importantly, they reinforced Stake’s positioning as a lifestyle brand rather than just a gaming site.

Adapting to regulatory challenges

However, the company’s journey wasn’t without obstacles. In 2022, the streaming platform Twitch implemented stricter rules on gambling-related content, directly affecting Stake’s primary marketing channel.

Rather than retreating, Stake’s founders responded by creating an entirely new streaming platform—Kick. Designed to rival Twitch, Kick offered more favorable revenue splits for creators and fewer restrictions on gambling content. This bold move not only protected Stake’s visibility but also demonstrated the company’s adaptability and long-term vision.

Kick quickly grew into a significant platform in its own right, attracting major streamers and reshaping the landscape of live content creation. For Stake, it served as both a marketing tool and a community hub, reinforcing its connection to digital culture.

Innovation and user experience

While Stake’s marketing approach captured global attention, its platform development evolved in parallel. The site’s interface became more polished, with an expanded range of casino games, sweepstakes features, live dealer experiences, and exclusive in-house titles.

Transparency remained a key selling point. Provably fair systems and blockchain-based verification ensured that games were secure, verifiable, and trusted—essential qualities for any brand in the crypto-gambling sector.

Stake’s success also came from understanding the psychology of its users. Its marketing did not simply attract attention—it kept players engaged. Whether through community events, loyalty programs, or collaborative promotions with creators, Stake managed to convert marketing buzz into sustained participation.

Why Stake’s approach worked

Stake’s marketing strategy succeeded because it was rooted in three principles: authenticity, adaptability, and alignment with modern culture.

Traditional casino advertising often feels detached, overly polished, and impersonal. Stake’s guerrilla strategy, however, made its brand feel alive, unscripted, and real. By integrating with the worlds of gaming, sports, and music, Stake created a cultural ecosystem rather than a mere gambling service.

Moreover, the company’s ability to pivot—from influencer marketing to celebrity partnerships and ultimately to building an entire streaming platform—illustrates a rare kind of agility. Few brands, in or outside of iGaming, have demonstrated such responsiveness to market change.

The future of Stake’s marketing evolution

Looking forward, Stake is expected to continue expanding its brand presence in entertainment, esports, and emerging digital media. The company’s approach suggests that it sees marketing not as a cost center, but as a creative extension of its identity.

As new technologies such as Web3, virtual reality, and decentralized entertainment platforms evolve, Stake is well-positioned to adapt again. Its foundation in innovation and community engagement provides a flexible model for sustainable growth.

Conclusion

Stake’s rise from a niche crypto project to a global iGaming powerhouse reflects a rare combination of creativity, foresight, and adaptability. Its founders, Ed Craven and Bijan Tehrani, understood early that success in the digital age depends not only on product quality but also on storytelling, authenticity, and culture.

Through influencer collaborations, sports sponsorships, and bold strategic pivots, Stake transformed its marketing from an expense into an art form. Its story illustrates how unconventional thinking—executed responsibly—can redefine what it means to succeed in a regulated and competitive industry.

Stake’s journey is far from over. But its legacy is already clear: a case study in how modern marketing, when paired with innovation and integrity, can take a digital brand from obscurity to global recognition.

FAQs

What is Stake?
Stake is a crypto-based online casino and sportsbook platform offering a wide range of games, live dealers, and sports betting options using digital currencies.

Who founded Stake?
Stake was founded by Ed Craven and Bijan Tehrani, entrepreneurs who previously co-created the crypto dice game Primedice.

When was Stake launched?
Stake officially launched in 2017 as a full-scale crypto casino built on transparency and provable fairness.

What makes Stake’s marketing strategy unique?
Stake’s marketing combines influencer partnerships, sports sponsorships, and cultural collaborations, emphasizing authenticity and engagement rather than traditional advertising.

How did Stake respond to Twitch’s gambling restrictions?
After Twitch restricted gambling streams in 2022, Stake’s founders launched Kick, a creator-first platform with fewer content restrictions.

Who are some of Stake’s major partners?
Stake has collaborated with music artist Drake, football clubs Watford FC and Everton FC, and Sauber Motorsport in Formula 1.

Is Stake a licensed platform?
Yes, Stake operates under a regulated framework, ensuring compliance with applicable gaming laws in its jurisdictions.

What is guerrilla marketing in the context of Stake?
It refers to Stake’s unconventional promotional methods—such as live influencer gambling and creative sponsorships—that generate organic attention.

How does Stake maintain fairness in its games?
Stake uses provably fair technology and blockchain verification to ensure all game outcomes are transparent and unbiased.

What’s next for Stake’s marketing efforts?
Stake is likely to continue expanding through entertainment partnerships, esports initiatives, and emerging Web3 opportunities.