From Outcasts to Celebrities: How YouTubers are Taking Over G2E

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One of the most well-known slot machine players on the internet, Brian Christopher, is currently in Las Vegas this week for the Global Gaming Expo (G2E) – but not to play any of the games.

“Literally from 9 in the morning till about 1 in the morning each day of G2E I’m completely full,” Christopher stated while standing next to the second slot machine title that features his likeness. “I’m not filming at all this week. I’m not holding any events. I’m just meeting partners, having meetings and coming up with plans for the future.”

Influential slot players like Christopher are becoming more common on the convention floor at G2E, a stark change from just a few years ago when filming was not encouraged.

The surge of influencer marketing has attracted numerous content creators to the gaming convention, which was held from Oct. 8-10 at The Venetian Expo. Channels of all sizes are converging at the heart of the gaming industry in hopes of networking with key individuals, connecting with other content creators, and exploring the latest slot technology.

The pass category for influencers was introduced by show producers RX in 2023 and attracted 48 influencers in its inaugural year. This program provided influencers with a special preview tour and the opportunity to engage in business meetings, discover new products, and gain industry insights.

The number of influencers attending has already increased by 150 percent, with around 125 influencer badges approved leading up to G2E. To cater to this growing demographic, the convention introduced an influencer lounge on the casino floor where media influencers could relax, edit content, and network with others.

For some content creators, the event serves as a platform to explore potential business opportunities. Jared Scott, whose YouTube channel Jackpot J Slots has approximately 10,000 followers, expressed hesitation in pursuing brand partnerships during his trip due to his commitment to transparency.

“I want to be able to say what I want to say, play the way I want to play. So I don’t know if it’s realistic and I know there are a few manufacturers who I love many of their games, and I’ll play them anyway. If you can monetize that, it helps the channel grow and allows me to do even more,” Scott shared.

Korbi Carrison, the event vice president of G2E for RX, emphasized the importance of influencers in the gaming industry and their impact on partnerships, consumer engagement, and brand visibility.

“We empower our exhibitors to connect seamlessly with key influencers and maximize their impact during G2E,” Carrison stated.

Influencer marketing is a growing trend not only among content creators but also among gaming vendors. Feregrino from Omaha, Nebraska, mentioned that some vendors are still exploring how to leverage influencer marketing effectively and are keen to learn from influencers about their strategies and experiences.

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