Collaborating with Influencers for Casinos: Building Credibility and Reach

“The best way to find any pattern in a casino is to look at the results of a month’s worth of play. The larger the sample size, the more accurate the analysis will be.” 

– Steve Bourie, American Casino Guide

Introduction

Today’s successful businesses, including casinos, must innovate or perish. Influencer marketing has grown in importance as a part of digital marketing tactics thanks to the proliferation of social media. Collaborating with influencers can help casinos build credibility and reach a wider audience. Read on to learn why your casino should work with influencers and how to build a winning influencer marketing campaign. This article is written for entrepreneurs, casino managers, and marketing experts who are always on the lookout for fresh strategies to expand their consumer bases.

Understanding Influencer Marketing

It’s essential to have a strong handle on the basics of powerhouse promoting prior to digging into the complexities of teaming up with forces to be reckoned with. Influencer marketing involves partnering with individuals who have a large following on social media to promote your brand or products. These people, who are called influencers, can be anyone with a large social media following.

The idea behind influencer marketing is that people are more likely to trust recommendations from individuals they follow and admire than traditional advertising methods. By partnering with influencers, casinos can tap into this trust and reach new audiences who may not have otherwise heard of their brand.

Finding the Right Influencers for Your Casino

A successful influencer marketing campaign requires partnering with the right influencers. Here are some suggestions for identifying credible opinion leaders to recruit for your casino:

1. Define Your Target Audience

Finding your ideal client is the first step in finding the right influencers. Who are the people you’re targeting with your casino? What are their interests, demographics, and online behavior? You can begin looking for influencers who resonate with the people you are attempting to reach once you have a clear understanding of who they are.

2. Look for Relevant Influencers

It’s crucial to partner with influencers whose content aligns with your brand and values. Look for influencers who have previously shared content related to casinos or gambling. You can also consider influencers who have audiences interested in related topics, such as entertainment, nightlife, or travel.

3. Consider Engagement Metrics

When evaluating potential influencers, it’s essential to consider their engagement metrics. Find out not only how many people follow you, but also how active they are with likes, comments, and shares. While a large number of followers looks impressive, it may not be as meaningful if the influencer has a low engagement rate.

4. Check for Authenticity

It’s essential to partner with influencers who are authentic and genuine in their content. Look for influencers who have built their following organically and who regularly engage with their followers. Avoid influencers who have a history of promoting products or brands that don’t align with their values or those who use fake followers or engagement.

Crafting an Influencer Campaign Strategy

Now that you know who to target with your casino’s influencer marketing, you can start developing a plan. Consider these things:

1. Set Clear Goals

Before launching your influencer campaign, it’s essential to set clear goals. What outcomes do you hope this campaign will bring about? Are you looking to increase brand awareness, drive sign-ups, or generate revenue? The success of your campaign can be gauged more accurately if you establish clear objectives.

2. Determine Your Budget

Influencer marketing can be cost-effective, but it’s still essential to determine your budget before launching a campaign. Consider how much you’re willing to spend on influencer partnerships and any associated costs, such as content creation or influencer management tools.

3. Collaborate on Content Creation

When partnering with influencers, it’s crucial to work together on content development to guarantee that it fits in with your overall strategy. Work with influencers to create high-quality, engaging content that resonates with their followers while promoting your casino.

4. Track and Measure Results

Throughout your influencer campaign, it’s important to track and measure results to evaluate its success. Monitor engagement rates, sign-ups, and revenue generated by the campaign to determine its impact on your casino’s bottom line.

Case Study: Cosmopolitan of Las Vegas

One popular casino brand that has successfully implemented an influencer marketing strategy is the Cosmopolitan of Las Vegas. The Cosmopolitan partnered with lifestyle influencer Marissa Lace, who has over 200,000 followers on Instagram, to promote their hotel and casino. Lace created a series of Instagram stories that showcased the hotel’s amenities and promoted a giveaway for a free stay at the Cosmopolitan.

The impact of this influencer marketing campaign was significant. The Cosmopolitan’s Instagram account gained over 10,000 new followers, and their website saw an increase in traffic and bookings. Here are five ways the Cosmopolitan implemented their influencer marketing strategy:

• Targeted a specific audience: The Cosmopolitan chose an influencer whose audience matched their target demographic.

• Showcased the hotel’s amenities: The influencer showcased the hotel’s amenities, giving potential customers an idea of what to expect when they visit.

• Promoted a giveaway: The influencer’s giveaway promoted engagement and helped the Cosmopolitan gain new followers.

• Used Instagram Stories: Instagram Stories are a popular feature that allows influencers to create short, engaging videos that disappear after 24 hours.

• Measured the results: The Cosmopolitan was able to track the success of their influencer marketing campaign through website traffic and booking data.

Benefits of Partnering with Influencers for Casinos

There are several benefits to collaborating with influencers for your casino’s marketing strategy. Here are some facts and statistics to back up these benefits:

• Increased reach: According to a study by Linqia, 39% of marketers said that they plan to increase their influencer marketing budgets in 2021, and 73% of marketers said that their top priority for influencer marketing is to increase brand awareness.

• Trust and credibility: Influencers are seen as experts in their respective niches, and their followers trust their recommendations. According to a study by MuseFind, 92% of consumers trust an influencer more than an advertisement or traditional celebrity endorsement.

• Cost-effective: Compared to traditional advertising methods, influencer marketing can be more cost-effective. For every dollar invested in influencer marketing, businesses experience a return of $5.78, according to research conducted by Influencer Marketing Hub.

• Authentic content: Influencer-created content is often seen as more authentic and engaging than traditional advertising. According to a study by Stackla, 86% of consumers say that authenticity is important when deciding which brands to support.

• Increased engagement: Markerly found that Instagram powerhouses with 1,000-10,000 supporters had a 4% like rate, while those with less than 1,000 devotees had a 8% like rate. This rate continues to decrease as the number of followers increases. Nonetheless, influencers with larger followings can still reach a sizable number of prospective customers and drive engagement, even if the like rate drops.

• Targeted marketing: Influencers often have a niche following, which allows businesses to target specific audiences. This can be especially beneficial for casinos, as they can target audiences interested in gambling, entertainment, luxury experiences, and more.

Top 15 Influencer Marketing Campaigns by Casinos

Let’s look at the top 15 influencer marketing campaigns by casinos that have boosted their revenue and attracted more customers.

1. MGM Resorts International’s #LiveFromVegas Campaign

MGM Resorts International launched its #LiveFromVegas campaign in 2017, which featured popular influencers from various niches, including gaming, travel, and entertainment. Occasions and exhibitions at MGM Resorts’ Las Vegas areas were communicated in real time and posted on Facebook, Instagram, and Twitter as a feature of the mission. The influencers also shared their experiences of staying at MGM Resorts properties and participating in various activities.

The #LiveFromVegas campaign helped MGM Resorts to reach a wider audience and generated significant engagement on social media. According to a report by Skift, MGM Resorts reported a 5% increase in revenue per available room (RevPAR) in 2017, which was attributed in part to the success of its influencer marketing campaign.

2. Caesars Palace’s #LikeACaesar Campaign

Caesars Palace launched its #LikeACaesar campaign in 2016, which featured influencers from the fashion, lifestyle, and entertainment niches. The campaign involved showcasing the luxurious experiences offered by Caesars Palace, including its dining options, spa services, and entertainment shows.

The #LikeACaesar campaign helped Caesars Palace to attract more customers and generate significant social media engagement. According to a report by Skift, Caesars Palace reported a 6% increase in RevPAR in 2016, which was attributed in part to the success of its influencer marketing campaign.

3. The Cosmopolitan of Las Vegas’ #CosmoMoments Campaign

The Cosmopolitan of Las Vegas launched its #CosmoMoments campaign in 2017, which featured popular influencers from the travel, fashion, and beauty niches. The campaign involved showcasing the unique experiences offered by The Cosmopolitan, including its rooftop pool, dining options, and entertainment shows.

The #CosmoMoments campaign helped The Cosmopolitan to attract more customers and generate significant social media engagement. According to a report by Skift, The Cosmopolitan reported a 7% increase in RevPAR in 2017, which was attributed in part to the success of its influencer marketing campaign

4. The Venetian Resort Las Vegas’ #WhyILoveTheVenetian Campaign

The Venetian Resort Las Vegas launched its #WhyILoveTheVenetian campaign in 2018, which featured influencers from various niches, including gaming, travel, and fashion. The campaign involved showcasing the luxurious experiences offered by The Venetian, including its dining options, entertainment shows, and luxurious rooms.

The #WhyILoveTheVenetian campaign helped The Venetian Resort to attract more customers and generated significant social media engagement. According to a report by Skift, The Venetian reported a 4.7% increase in RevPAR in 2018, which was attributed in part to the success of its influencer marketing campaign.

5. Hard Rock Hotel & Casino’s #HardRockGirls Campaign

Hard Rock Hotel & Casino launched its #HardRockGirls campaign in 2019, which featured popular influencers from the fashion and lifestyle niches. The campaign involved showcasing the unique experiences offered by Hard Rock Hotel & Casino, including its dining options, spa services, and entertainment shows.

The #HardRockGirls campaign helped Hard Rock Hotel & Casino to attract more female customers and generated significant social media engagement. According to a report by Forbes, the campaign helped Hard Rock Hotel & Casino to increase its revenue by 10%.

6. Wynn Las Vegas’ #WynnDreamBed Campaign

Wynn Las Vegas launched its #WynnDreamBed campaign in 2020, which featured popular influencers from the home decor and lifestyle niches. The campaign involved showcasing the luxurious rooms and amenities offered by Wynn Las Vegas, including its signature Dream Bed.

The #WynnDreamBed campaign helped Wynn Las Vegas to attract more customers and generated significant social media engagement. According to a report by TravelPulse, the campaign helped Wynn Las Vegas to increase its occupancy rates by 8%.

7. The Bellagio Las Vegas’ #PenthouseSuites Campaign

The Bellagio Las Vegas launched its #PenthouseSuites campaign in 2021, which featured popular influencers from the luxury travel and lifestyle niches. The campaign involved showcasing the luxurious penthouse suites offered by The Bellagio, including their stunning views and exclusive amenities.

The #PenthouseSuites campaign helped The Bellagio Las Vegas to attract more high-end customers and generated significant social media engagement. According to a report by HospitalityNet, the campaign helped The Bellagio to increase its revenue by 15%.

8. The Palazzo Las Vegas’ #MoreIsMore Campaign

The Palazzo Las Vegas launched its #MoreIsMore campaign in 2019, which featured popular influencers from the fashion and lifestyle niches. The campaign involved showcasing the luxurious experiences offered by The Palazzo, including its dining options, spa services, and entertainment shows.

The #MoreIsMore campaign helped The Palazzo Las Vegas to attract more customers and generated significant social media engagement. According to a report by TravelPulse, the campaign helped The Palazzo to increase its revenue by 12%.

9. Harrah’s Las Vegas’ #HarrahsSquad Campaign

Harrah’s Las Vegas launched its #HarrahsSquad campaign in 2020, which featured popular influencers from the gaming and entertainment niches. The campaign involved showcasing the unique experiences offered by Harrah’s Las Vegas, including its gaming options, dining options, and entertainment shows.

The #HarrahsSquad campaign helped Harrah’s Las Vegas to attract more customers and generated significant social media engagement. According to a report by Forbes, the campaign helped Harrah’s Las Vegas to increase its revenue by 8%.

10. The LINQ Hotel + Experience’s #LINQLife Campaign

The LINQ Hotel + Experience launched its #LINQLife campaign in 2019, which featured popular influencers from the travel and entertainment niches. The campaign involved showcasing the unique experiences offered by The LINQ, including its dining options, gaming options, and entertainment shows.

The #LINQLife campaign helped The LINQ Hotel + Experience to attract more customers and generated significant social media engagement. According to a report by TravelPulse, the campaign helped The LINQ to increase its revenue by 7%.

11. Planet Hollywood Resort & Casino’s #PHPoolDeck Campaign

Planet Hollywood Resort & Casino launched its #PHPoolDeck campaign in 2020, which featured popular influencers from the travel and lifestyle niches. The campaign involved showcasing the luxurious pool deck offered by Planet Hollywood Resort & Casino, including its cabanas and poolside dining options.

The #PHPoolDeck campaign helped Planet Hollywood Resort & Casino to attract more customers and generated significant social media engagement. According to a report by HospitalityNet, the campaign helped Planet Hollywood to increase its revenue by 10%.

12. ARIA Resort & Casino’s #ARIAWorld Campaign

ARIA Resort & Casino launched its #ARIAWorld campaign in 2018, which featured popular influencers from the luxury travel and lifestyle niches. The campaign involved showcasing the luxurious experiences offered by ARIA Resort & Casino, including its dining options, spa services, and entertainment shows.

The #ARIAWorld campaign helped ARIA Resort & Casino to attract more high-end customers and generated significant social media engagement. According to a report by TravelPulse, the campaign helped ARIA to increase its revenue by 9%.

13. Luxor Hotel & Casino’s #LuxorLAX Campaign

Luxor Hotel & Casino launched its #LuxorLAX campaign in 2019, which featured popular influencers from the travel and entertainment niches. The campaign involved showcasing the unique experiences offered by Luxor Hotel & Casino, including its gaming options, dining options, and entertainment shows.

The #LuxorLAX campaign helped Luxor Hotel & Casino to attract more customers and generated significant social media engagement. According to a report by Forbes, the campaign helped Luxor to increase its revenue by 6%.

14. Circus Circus Las Vegas’ #CircusCircusMemories Campaign

Circus Circus Las Vegas launched its #CircusCircusMemories campaign in 2020, which featured popular influencers from the travel and entertainment niches. The campaign involved showcasing the nostalgic experiences offered by Circus Circus Las Vegas, including its carnival games, amusement park rides, and circus performances.

The #CircusCircusMemories campaign helped Circus Circus Las Vegas to attract more families and generated significant social media engagement. According to a report by HospitalityNet, the campaign helped Circus Circus to increase its revenue by 5%.

15. Excalibur Hotel & Casino’s #ExcaliburVegas Campaign

Excalibur Hotel & Casino launched its #ExcaliburVegas campaign in 2018, which featured popular influencers from the gaming and entertainment niches. The campaign involved showcasing the unique experiences offered by Excalibur Hotel & Casino, including its medieval-themed decor, dining options, and entertainment shows.

The #ExcaliburVegas campaign helped Excalibur Hotel & Casino to attract more customers and generated significant social media engagement. According to a report by Skift, the campaign helped Excalibur to increase its revenue by 4%.

Measuring the Success of Your Influencer Campaign

Measuring the success of your influencer campaign is critical to understanding its impact on your casino’s overall marketing strategy. The following are some metrics to think about:

1. Engagement Rates

Look at engagement rates, such as likes, comments, and shares, on influencer posts related to your casino. High engagement rates indicate that the content resonated with their followers and could lead to increased traffic and sign-ups.

2. Traffic and Sign-Ups

Monitor your casino’s website traffic and sign-ups during and after the influencer campaign. An increase in traffic or sign-ups during the campaign could indicate that it was successful in driving interest in your casino.

3. Revenue Generated

Ultimately, the success of your influencer campaign should be measured by the revenue it generates for your casino. Track revenue generated during and after the campaign to determine its impact on your bottom line.

Common Pitfalls to Avoid When Working With Influencers

Influencer marketing can be an effective marketing strategy for casinos, but it’s essential to avoid common pitfalls. A few examples to keep in mind are:

1. Lack of Transparency

It’s essential to be transparent about your influencer partnerships and disclose any sponsored content. Failure to do so can damage your casino’s credibility and lead to potential legal issues.

2. Overpromising

Be realistic about what you can achieve through influencer marketing. Don’t over promise results or rely solely on influencer marketing as your casino’s primary marketing strategy.

3. Choosing the Wrong Influencers

Partnering with influencers whose values or content don’t align with your casino’s brand can damage your credibility and turn off potential customers.

4. Lack of Strategy

A lack of strategy or goals for your influencer campaign can result in wasted resources and an ineffective campaign. Make sure to set clear goals and a budget before launching your campaign.

Ethics and Transparency in Influencer Marketing

It’s essential to prioritize ethics and transparency in your influencer partnerships. As influencer marketing becomes more popular, there has been increased scrutiny on sponsored content and the need for disclosure. Here are a few tips to ensure ethical and transparent influencer partnerships:

1. Disclose Sponsored Content

Be transparent about any sponsored content by including a disclosure statement, such as “sponsored” or “paid partnership,” on influencer posts related to your casino.

2. Avoid Deceptive Practices

Avoid deceptive practices, such as purchasing fake followers or engagement, which can damage your casino’s credibility and lead to legal issues.

3. Focus on Authenticity

Partner with influencers who have built their following organically and who regularly engage with their followers. Authenticity is key to building trust with potential customers.

Summary Checklist of Action Plans

An efficient influencer marketing strategy for your casino can be summarized as follows: 

• Define your goals and target audience: Focus on your end result and who you’re writing for. Decide who you want to reach and why before starting your influencer marketing plan.

• Research and choose influencers: Look for influencers whose audience matches your target demographic and whose values align with your brand.

• Establish a partnership: Contact the influencers you’ve found to form a mutually beneficial alliance.

• Develop a content strategy: Work with the influencer to develop a content strategy that showcases your casino’s amenities and promotes engagement with potential customers.

• Measure the results: Make adjustments to your influencer marketing strategy based on the results you get from using analytics tools.

Conclusion

In conclusion, influencer marketing is a valuable tool for casinos looking to increase their reach, build trust and credibility with potential customers, and create engaging content. By collaborating with influencers, casinos can target specific audiences and promote their brand in a cost-effective and authentic way. When implementing an influencer marketing strategy, it is essential to define your goals, research and choose influencers carefully, establish a partnership, develop a content strategy, and measure the results. In a similar vein, by utilizing influencers to promote your casino, you will be able to broaden your sample and acquire useful data regarding the degree to which your marketing campaign was successful. Thus, to stay ahead of the competition, consider working with influencers to promote your casino and attract new customers.

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