It might seem that influencers merely turn on a camera, throw a few dollars into a slot machine, and mash buttons.
But according to panelists at Wednesday’s education session “The How to Guide for Influencer Marketing” at the Global Gaming Expo in Las Vegas, there’s much more to earning page views on YouTube.
“You really have to identify your audience. Who are you trying to market to?” said Las Vegas Slots Casino Gaming Content Creator Jessica Finley, adding that targeting various demographics, cross-promotions, and other considerations are necessary.
Nikolas Fava, the director of casino marketing at Ellis Island Casino in Las Vegas, said it’s important that the influencer fits the property. He noted he won’t bring in a “five-star” influencer who doesn’t not mesh with Ellis Island. “I make sure I reaching out and spend time with them and their content, making sure it makes sense from an operation standpoint, that the content is going to hit,” Fava said.
Kelly Koffler, an influencer and content creator who runs Casino Kelly and Beyond Blackjack (and is a contributor to CDC Gaming), says that its important that operators hosting influencers do their due diligence. Some people, she says, aren’t good fits and some actually purchase subscriber views. She advises reading the comments on a posted video. “Is it someone who people trust and respect?”
Also, Koffler noted that the biggest influencers are the ones who spend the most money.
“Something we have in this culture is that people just like to see access,” Koffler says. “I don’t know what it is. The biggest Instagram accounts are of people who show themselves on private jets and stuff. We like to see it, but it doesn’t mean it relates to us, just because people watch it. I love Louis Vuitton, but ask me how much I own: zero.”
Fava said it’s important to use influencers who fit with a casino’s culture. A top-tier influencer and creator who has nearly a million followers and a budget sometimes reaching $100,000 might not fit into what he looks for at Ellis Island.
“I like to make sure from an operational standpoint that the content is going to hit,” Fava said. “It’s not always about subscribe or follow. You don’t want to get lost in those measures. The only thing I’m looking for is clout. … It’s much more impactful to find the right influencer with the right audience that is going to drive awareness of your organization.”
Finley said more influencers/creators are emerging all the time. Most of them, she noted, won’t last more than a year. It’s important to be engaging, to meet a casino’s goal for publicity, while at the same time growing one’s business — but not to the point where it doesn’t make sense. Finley noted that she’s been asked to attend a slot tournament and watch others play. “Well, thank you, but that’s not really what I’d be looking for. I believe in the opportunity to promote my business, so maybe we use (something like attending a tournament) with moderation.”
“Don’t be afraid to talk to anyone and ask and see what they offer,” Finley added.