For this edition of our Affiliate Q&A series, we caught up with Zaire Williams, CEO of XCLSV Media, to dive into his unique entry into the iGaming world, the evolution of his company’s grassroots approach, and how influencer marketing is reshaping user acquisition.
Income Access (IA): Thanks for speaking with us, Zaire. Can you tell us a bit about your background in the iGaming industry and your current role at XCLSV Media?
Zaire Williams (ZW): I got my start in the iGaming space after meeting James Zalcman. I owned a social media agency at the time, and he connected on UpWork for some help. He introduced me to the industry. Together, we explored several concepts aimed at taking advantage of the repeal of PASPA before ultimately launching Bet-Tenders, an affiliate marketing concept where we partnered with bars nationwide and trained ambassadors to introduce customers to sports betting.
We quickly realized how much friction existed for new users trying to sign up digitally. Our ambassadors guided them through the entire process, by answering questions, explaining the interface, clarifying why their SSN was needed, and helping them feel comfortable placing their first bets.
Fast-forward four years: my partner decided to step back from the chaos, and I became CEO of XCLSV. We’ve stayed true to our roots in on-the-ground marketing but have since expanded into influencer marketing as well.
IA: You describe XCLSV Media as a new age iGaming affiliate agency. What sets your company apart in the space?
ZW: Frankly, we’re not SEO experts and that’s where most top affiliates dominate. As a new player without that expertise, we had to find another lane to acquire a different type of user for our partners.
SEO targets high-intent users actively searching for offers like “best DraftKings promo.” But we focus on a different audience: people who are interested in sports betting but aren’t actively searching for it. They’ve seen the TV ads and billboards, but they just need that extra push to get over the hump. We help at the bottom of the funnel, giving them the confidence to understand basics like what the “+” or “–” means next to a betting line and how to find bets they might enjoy.
We also leverage content creators to connect with niche audiences on social media. Even if a user isn’t Googling sports betting, they might see their favorite TikToker highlight a product, and that familiarity can be the final nudge.
IA: Influencer marketing is becoming a bigger part of the marketing strategy for iGaming brands. How do you see it continuing to impact the iGaming world?
ZW: Initially, brands flocked to the biggest influencers, spent heavily, and then realized they needed a smarter approach, like when brands offered massive CPAs but later pulled them back because the ROI wasn’t there.
Now, I see brands shifting toward micro-influencerswho are genuinely passionate about iGaming. These creators have tight-knit communities; people who place bets together, share fantasy sports insights, or watch each other play blackjack on stream.
In the future, every successful iGaming brand will manage a roster of ongoing brand advocates who consistently create content, engage communities, and keep the brand top of mind. Without that, I don’t think you’ll be competitive.
IA: You're active across multiple markets, so how do you approach localization and tailoring campaigns for different regions?
ZW: While our primary focus is on the U.S., every state operates differently. Legislation varies, which affects the products we can promote.
For on-the-ground efforts, we start by identifying existing communities in a region and ask, How can we add value? How can we highlight our partners in a way that fits naturally?In one area, that might mean partnering with esports organizations; in another, tapping into an NFL fanbase.
The key is to integrate with what’s already happening locally rather than imposing a strategy that worked somewhere else.
IA: What’s next for your company? Are they any exciting projects or new services we should keep an eye on?
ZW: This NFL season, we’ll be activating at 10 VIP tailgates across the country, which is a major milestone for us. We’re also ramping up our content production and leaning further into our media ambitions.
Our long-term vision is to merge the influencer side of the business with our in-person activations, by bringing digital communities together in real-world environments where they can connect over shared interests. We’ll be experimenting with this heavily in the coming months, especially as we gear up for the World Cup.
To learn more and get in touch with Zaire and their team, reach out today.
Thanks to Zaire for sitting down with us to chat. Be sure to get in touch with their team to discuss any partnerships!
