Slot star to streamer support pioneer

Senior Influencer Manager Aidan Cliff, formerly one of the largest and most influential UK slot streamers, now generates 120 million views a year for his clients.

The transition from his former career five years ago to now has been highly successful. Aidan has gone from being a high-profile content creator and proud owner of a large, dedicated community, to founding Square in the Air’s streamer support team that has to date generated 6 billion impressions.

The man once famous for the phrase “hello, internet” now spearheads the growth and strategic direction of a team dedicated to generating maximum value from streamer relationships globally.

The value of a streamer’s perspective

Aidan’s career shift has proven invaluable for SITA clients. While basic relationships between casinos and streamers have always existed, the deeper, more strategic partnerships with game providers lagged significantly behind.

Often, streamers simply focused on new titles or old classics without a structured thought process on optimising their content or game selection for maximum impact and value.

As a former slot streamer, Aidan saw the market gap and now offers both streamers and providers a mutually beneficial arrangement. His time in front of the camera instilled a deep understanding of what viewers genuinely respond to: authentic reactions and game education delivered with entertainment.

“There is untapped potential in so many streamer partnerships” he said. “Truly understanding both the creative demands of maintaining a live audience and the commercial needs of the iGaming industry is so important. For clients, this means campaigns are guided by someone who has lived the content life, knows precisely which games will generate buzz, and how to command audience trust.”

Vetting meaningful data

A critical barrier for most game providers and clients remains the difficulty of accurately vetting potential partners and establishing fair compensation.

Fundamentally, the issue boils down to a question of value: how much is a view truly worth? Is it a penny, a pound, or is the entire premise of the metric even reliable?

The digital landscape is polluted with inflated data. Platforms like Twitch and, to a far greater extent, Kick, have been plagued by viewbotting since their inception. With recent reports suggesting viewbots may constitute up to 67% of some platforms’ viewership data, the challenge is not simply reaching an audience; it is ensuring that the audience is real, engaged, and valuable.

“Having that experience as a former streamer makes a massive difference,” Aidan said. “It’s about possessing the intrinsic knowledge to look past superficial concurrent viewer numbers. Instead, we have created our own methods for verifying authentic engagement and calculating genuine, defensible ROI for clients.”

A Sophisticated Approach to Slot Content

Through SITA’s streamer support, clients receive a sophisticated and integrated approach that extends far beyond simple airtime.

This comprehensive strategy guarantees playtime of a specific title backed by streamer endorsement. It ensures direct access to a targeted audience and achieving high visibility for the chosen game.

Beyond brand awareness, this engagement drives genuine community engagement and delivers essential game education to potential players.

The content also yields significant SEO and content longevity benefits, establishing our approach as trend-setting within the market.

All content created serves as a powerful third-party endorsement that clients can readily utilise across their own social media channels. This entire process is underpinned by rigorous accountability, including daily tracking of content and detailed monthly round-ups providing actionable performance insights.

“Everything we deliver for our multiple game studio clients is based on creating a perfect balance,” said Aidan. “It’s fundamental to maintain the client’s strategy and brand positioning, while also understanding at a deep level what viewers want to see.”