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Las Vegas’s Plaza Hotel & Casino will open a slot machine gaming area today (Jan. 29) named for popular online gaming celebrity Brian Christopher.

The gaming area at the downtown property will provide players the chance to try their luck on the popular games they have seen Christopher play in videos posted on YouTube or Facebook. It will open with 16 slot machines and more will be added to the mix in the coming months.

Slot games at the new Plaza space include: Cleopatra II, Dollar Storm, Lightning Zap, and Huff N Puff.

Christopher’s online channels have over 302 million views and some 528,000 followers, his company says. Often, in videos he is shown playing slots worldwide.

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The gaming space at the casino will formally be known as “Brian Christopher Slots at the Plaza.” A ribbon cutting for the gaming area is to take place at 4:30 pm Friday.

Younger Audience Is Frequently Online

“This is just trying to provide entertainment to a much younger group of gamblers,” the Rev. Richard McGowan, a finance professor at Boston College who closely follows gambling trends, told Casino.org, when asked about the initiative.

Slots have traditionally been associated with older age groups,” McGowan said. “So, Brian Christopher made playing slots acceptable for a much younger age group.”

McGowan added that younger gamblers “are online constantly. So, at the Plaza he can bring them to Vegas.”

Also, James P. Whelan, a psychology professor at the University of Memphis, where he also directs the Institute for Gambling Education and Research, saw a psychological side to the partnership between Christopher and the Plaza.

“From the psychological end, people will be drawn to things that they believe will be enjoyable — also known as rewarding,” Whelan told Casino.org. “Certainly, it will draw the attention to those familiar Brian Christopher’s YouTube page.”

Whelan predicts the partnership will not “have any impact on those who gambling problematically or might be experiencing the symptoms of gambling disorder.”

In a statement, Plaza CEO Jonathan Jossel confirmed the connection with social media.

“Social media has transformed the casino experience, and we are very excited to partner with Brian on this unique space that I know our guests will enjoy,” Jossel said.

“For years, my fans have been asking which games were my favorite, and now I finally have a place where they can experience it for themselves,” Christopher added in the statement. He compared to the new gaming area at the Plaza to “having my own miniature casino.”

For decades, slots have been a draw for Las Vegas’s gaming properties. Last month, a lucky slot player at Las Vegas’s Suncoast Hotel and Casino got a historic present Christmas Eve after winning almost $15.5 million during a brief stop at the Boyd Gaming property.

GGR Remains Lower in Las Vegas Casinos

But the new gaming space at the Plaza comes as Truist Securities recently reported that December gross gaming revenue (GGR) on the Strip was down 51 percent when comparing year over year. That represents “the worst Y/Y figure since a -61 percent decline in June,” Truist’s Barry Jonas said in a note to investors.

Slot GGR was down 55 percent year over year on the Strip, he added in the report about December totals.

In contrast, GGR for downtown Las Vegas declined 28 percent year over year in December. Jonas said it was “likely impacted by decreased tourism and visitation.”

Also, GGR on the Strip in November totaled $349.8 million, according to the Nevada Gaming Control Board. That’s a 32.5 percent reduction from November 2019.

July 2020 Slot Play By Brian Christopher

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When slot machine YouTuber Brian Christopher told Plaza CEO Jonathan Jossel that he should launch his own slot room at the Plaza, he didn’t think the suggestion would be taken seriously.

The social media influencer bounced the idea while recording an episode of the Plaza’s podcast, “On the Corner of Main Street,” with Jossel in September.

Turns out, Jossel liked the idea.

“I had an email the next day saying, ‘How do we make this happen?’” said Christopher, who has more than 500,000 online followers who watch him play slot machines around the world. “We went full-throttle with it.”

Four months later, “Brian Christopher Slots at the Plaza” is up and running. Industry watchers say the space follows a growing trend of separated slot areas and could help drive foot traffic in Las Vegas.

Drawing in visitors

The space, which opened Wednesday, is already bringing in more foot traffic to the Plaza.

The YouTuber said he has been running into fans “nonstop” since he got into town, including one couple who told him they canceled their hotel reservations at a Strip property to stay at the Plaza once they learned about the slot area.

Christopher expects the 850-square-foot slot area to continue to draw more visitors, especially younger players, to Las Vegas.

“Our No. 1 audience on Facebook are male millennials … in that 24- to 34-year-old range. And they’re loving what they’re seeing,” Christopher said. “If they see Brian playing at the Plaza in downtown Vegas, that’s exactly where they want to go when they come. They look to me to find out where they should be going.”

Rick Eckert, managing director of slot performance and analytics at Eilers & Krejcik Gaming, said Christopher can be viewed as the biggest independent casino host in the country.

“The amount of people he can reach by saying something positive about your casino or posting a big win can really be influential,” he said. “For somebody to brand an area of the floor dedicated to Brian Christopher and his YouTube channel, just seems like a great idea. I wouldn’t be surprised to see more of these pop up.”

Joshua O’Connell, a 38-year-old subscriber from Connecticut, said he plans to visit the slot area on his next Las Vegas trip.

Each slot machine has a QR code that links to a video of Christopher playing the same game. O’Connell said such special touches bring back memories for him and thousands of others who have been following Christopher’s videos over the last four years.

“It creates a connection between the slot machine and Brian’s moment and now your moment,” he said. “There’s that emotional connection to those stories. … When you watch people playing slots day after day, you get to know them. They become like a virtual friend.”

A growing trend

The Plaza started forging connections with YouTubers about two years ago, after realizing the large audiences they draw. Jossel said that popularity has led to an”incredible” first two days for the slot area.

Brian Christopher Newest Slot Videos

“He’s a star in that community, and I see it as a great way to partner as far as our brand and his brand coming together,” he said. “To give (his fans) a one-stop shop to play his game or run into him … it’s a natural fit. So far, it’s been a very, very encouraging two days.”

Christopher showed off the area and its 16 slot machines on YouTube livestreams Wednesday and Thursday. He said his YouTube and Facebook picked up a combined 10,000 subscribers in those two days, and Wednesday was his “biggest livestream of all time.”

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The space is the second themed slot room the Plaza has launched this year. The downtown hotel-casino also opened a nearly 3,000-square-foot space dedicated exclusively to Wheel of Fortune-themed slot machines this month.

“They seem to be in tune to what players like myself are into,” O’Connell said. “It’s interesting to see the Plaza taking some of these steps to offer something different.”

Eckert said these segmented slot areas are a growing trend that allow casino floors to better serve and communicate with players. Other examples include the Strat’s Link Slot Lounge or the Rampart Casino’s Buffalo Bar.

“Players that are true gamblers and not just entertainment players really know what they’re looking for,” he said. “It just makes it easier to market to those players.”

Contact Bailey Schulz at [email protected] Follow @bailey_schulz on Twitter.