Gambling has long been synonymous with an air of secrecy and mystique. The allure of the Las Vegas Strip, with its glitzy lights and thrilling games, has captivated millions of visitors seeking an escape from reality. However, in today’s world of smartphones and social media influencers, the traditional no-images, no-video policy of casinos seems out of touch with the evolving landscape of digital culture. It is time for a change.
Tim Brooks poses for a photo at his casino, Emerald Island, in downtown Henderson,Thursday, March 11, 2021.
Social media influencers are known as digital trendsetters who have the power to captivate audiences and shape consumer preferences like never before. In Downtown Henderson’s Historic Water Street District, I have witnessed firsthand how social media influencers have breathed new life into the world of casinos, bringing with them a fresh wave of excitement and engagement.
Influencers have effectively expanded the reach of the casino market to a previously untapped demographic. By partnering with influencers who possess a genuine passion for gaming, we have witnessed a surge in interest from younger audiences, including millennials and Gen Z, who are now more eager than ever to explore the world of gambling. This newfound exposure has allowed us to offer better services, attract a broader customer base and ultimately thrive in an ever-evolving industry.
The shift in mindset regarding photography and video within casinos is long overdue. As we continue through the 21st century, it is essential to adapt to changing times and embrace the digital age. Social media influencers provide an innovative lens through which casinos can be showcased, offering a fresh perspective that resonates with a tech-savvy generation. By permitting guests to document their experiences through photos and videos, we empower them to share their excitement in real or near-real time on popular social media platforms, cultivating a sense of community and inviting others to join in the fun.
While some may question the potential risks associated with allowing photography, filming and streaming in gaming establishments, players are still expected to adhere to certain etiquette rules to ensure a seamless gaming environment.
One of the most exciting aspects of embracing social media influencers is the opportunity to foster genuine connections between our guests and these digital stars. Imagine hosting meet-and-greets where players can interact with their favorite influencers, adding a touch of authenticity and personalization to the casino experience.
I am thrilled to venture into this uncharted territory, confident that the positive impact of social media influencers will reverberate throughout the industry. In addition to attracting new demographics, we have been pleasantly surprised to see how our own current demographic—of locals, regulars and even seniors—has embraced social media more than anticipated. It speaks to the universal appeal and widespread influence of digital platforms.
The time has come for casinos to wholeheartedly embrace the social media revolution. By inviting social media influencers into our world, we open the doors to a new era of casino culture—one that thrives on creativity, connectivity and community. Let us celebrate this exciting union between the timeless allure of gambling and the vibrant energy of the digital age, as the industry embarks on a thrilling journey of transformation and progress.
Tim Brooks is co-owner and general manager of Emerald Island Casino & Rainbow Club Casino.
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