Slot streaming has taken over the online casino industry in recent years, with internet stars building robust relationships with iGaming brands and strengthening ties between them and their players.
As one of the most-viewed slot streamers in the world, Brian Christopher of BC Slots has cemented himself as a key acquisition tool for several of the industry’s biggest players, revealing to iGaming Expert that he has “grand ideas” when it comes to elevating user engagement.
Last year, the US-based slot streamer secured a brand ambassadorship deal with BetMGM, ensuring he would collaborate with the operator on social media live streams and feature in the brand’s future marketing campaigns.
“It’s pretty special to be an ambassador for MGM amongst the likes of all the biggest stars out there in the world,” said Christopher, speaking to iGaming Expert’s Editor Joe Streeter at a mid-winter ICE in Barcelona.
“We’re still breaking ground, it’s only been about half a year since we started our partnership, but we’re continuing to grow. We just shot a few commercials and some photography so they’re going to start seeing more of me out there in the spaces. We have grand ideas for what we want to do with it.”
Detailing the activations within the ambassadorship, Christopher noted that he will “continue to do more live streams” but that viewers may be more intrigued by upcoming live events.
“We just held a big one recently at MGM Grand Detroit,” he continued. “We had hundreds of fans come out to that one that BetMGM put on for us. It’s a really good way to connect with people in person as well as online.”
The partnership with BetMGM has also led to further collaborations with other huge names in the online casino industry, as Christopher explained that his ambassadorship has led to a recent slot showcase stream with one of IGT PlayDigital’s latest titles.
Christopher stated: “We’re trying to work more with other companies as well. We recently did something with IGT PlayDigital, and when they just released Mystery of the Lamp, we were some of the very first streamers to be able to show our audience that.
“I love being able to premiere new games and then show everybody what you can do online, so we definitely want to do more of that.”
While slots remain the main focus of Christopher’s streams, the BetMGM ambassador has also delved into other verticals, with Evolution’s Crazy Time game show being the subject of much praise and adoration from the streaming innovator.
“Evolution as well,” he said. “We worked with them to promote their brand new Crazy Time that came out. I was the very first person that was able to go onto their set and actually put on the costume and check it out right before it went live, to show everybody what it’s all about.
“It’s incredible how these things go together. You watch these live game shows on BetMGM and you just wonder how this actually happens. To be able to see that and show my audience how it all comes together is really special too.”
Christoper also revealed dreams of one day hosting his own game show and further elevating his personality on to the screen.
“I use 100% of my own money to gamble with. Because to me, that is authentic as well.”
Brian Christopher, BC Slots
Despite BetMGM overseeing Christopher’s streaming content through the brand ambassadorship, the slot streamer outlined that he is in “full creative control”, something that he stressed importance over as a requirement to remain authentic.
“For me, it’s the most important thing possible,” he responded when probed by Streeter on whether he can remain “himself” while filming content under the BetMGM banner and with partner brands.
“In all of our agreements it basically says ‘we would like you to talk about these things’, but Brian may or may not say it. I have full creative control,” he explained.
“They do not have to approve any of my videos. I just do them and then put them up. I’ll just go live. I’ll just showcase everything. If I ended up doing a scripted thing, I just wouldn’t be authentic anymore.
“That’s why, for BetMGM, or when I’m on a casino floor, I use 100% of my own money to gamble with. Because to me, that is authentic as well. I can’t get excited if I’m losing someone else’s money. It has to be real. My wins are my wins. My losses are all mine too.”
To round out the conversation on his partnership with BetMGM, Christopher emphasised the potential he sees within the deal and the direction the collaborational content can take.
He concluded: “We definitely want to keep it growing, those audiences, those relationships, and also see where else we can take this, because I know there’s a lot more directions we can go in with our partner show.”
In Autumn of last year, Christopher’s BC Ventures brand announced a separate partnership with SportsGrid, a sports-focused content and technology company looking to tap into the streamer’s viewership and bring it to a more traditional media audience.
The deal saw the birth of the Brian Christopher Show, which is set to become a key part of the media company’s Casino & Gambling Network, while making Christopher – in his own words – “the first-ever gaming influencer to make the leap outside social media”.
Commenting on his first television deal, the streamer suggested that they’re “still working on how that relationship is going to happen” as the show is set to be debuted “hopefully in the springtime or summertime”.
Christopher emphasised: “I can’t say too much about what it’s going to be like yet because we’re still finalizing all the details, but it’s going to be massive. I cannot wait.”
To listen to Christopher delve into the beginning of his slot streaming journey, how his demographic differs across Facebook and YouTube and the importance of keeping fans “close to you”, check out the latest episode of the iGaming Daily podcast.
