Bad Influence
Remember when it was forbidden to use cameras in a casino?
Before the advent of camera phones, if you even brought a camera into a casino and raised it to your eye, you’d be subject to a strict dressing-down by security. When I was covering casino openings across the U.S. in the 1990s, I usually had permission to take photos, but I was still confronted by numerous security officers who demanded that I stop. In those rare instances where I might not have gotten permission, I got good at shooting from the hip, so to speak—taking photos without raising the camera.
The justification for this policy was to protect the privacy of customers. You didn’t want to get complaints about a player getting admonished by the wife/husband/boss/clergy for gambling without notice (I always thought that was a stretch, but whatever). I once had a security guard demand that I open my camera and expose the film so any pictures I’d taken would be ruined (yes, Gen Poppers, we actually used real film at one point in history).
Today, however, it’s all different. Everyone has a camera in his hand connected to the latest smartphone—cameras with incredible lenses that can capture the most minute details in a situation. They’re almost as sophisticated as the movie cameras used in feature films. This seems to be a great opportunity for casinos to promote themselves and go “viral”—the ultimate marketing campaign.
This has led to people filming themselves while playing slots. In the beginning, they did it somewhat surreptitiously, since there were still some vestiges of the camera ban hanging around. But today, they set up, and lights, camera, action!
I was never a fan of playing slots. I always thought they were boring. And to watch someone else play slots? Like watching paint dry.
Now we see “influencers” filming themselves playing table games—blackjack, craps, baccarat, roulette. All seems like fun until the dealer pulls a five-card 21, besting their splits and double downs. Then it gets serious…
Yes, this could be marketing gold in many cases, since some influencers have up to 1 million followers. But there could also be some serious repercussions, not only to the casino, but also to the influencers.
Let’s not use names, but situations. One influencer plays in the high-limit pits of several reputable casinos. He’s playing at least $1,000 a hand, sometimes up to $20,000. He brags about his suites and all the comps he gets. He brings in B-level celebrities to play with him. He even promises to give money to his “commenters.” Sounds like fun, right?
To his credit, he also videos times when he’s losing. But for knowledgeable observers, he definitely displays signs of a problem gambler. That vacant look in the eyes. The lethargy that envelops him as bet after bet returns to the dealer’s tray. The anger that seeps out as his bankroll diminishes. The depression you can witness going deeper and deeper. It’s really a sad scene.
And then, another influencer. His message is simple: “Get even.” He wears a T-shirt proudly displaying this motto—probably the worst advice you can give a gambler, and often a trigger for problem gambling. Chasing your losses is one of the chief symptoms of a pathological gambler. This influencer also has “systems” that he promotes at games. And everyone knows systems don’t work. When he tries to use them on camera, they always backfire.
Bad advice and bad results. And the casinos welcome this guy?
These are just a few examples why casinos need to think twice before opening their doors to influencers whose sad lives are exactly the opposite of what gambling should represent. This is entertainment, and casino executives need to emphasize that point. By allowing influencers who may be closet problem gamblers, or whose messages are divergent from the entertainment goal, they’re opening themselves up to criticism or even legal challenges.
Let’s go back to the “no cameras” rule. We don’t have to stop someone from taking a snapshot of a big win or doing a harmless selfie. But sitting at a table game or a slot machine, recording the results on an endless loop, can be counterproductive to the casino’s role. Back these people off like you would a card counter. You’ll be protecting your assets, which is exactly what is required of you.
