BetMGM has announced its exclusive partnership with Brian Christopher Slots, who will become the brand’s ambassador. The objective of this cooperation is to increase BetMGM’s online presence through live streams and diverse advertising campaigns, which would utilize Christopher’s wide popularity among gamers.

BetMGM VP Highlights Christopher’s Influence in the Gaming Industry

Oliver Bartlett, vice president of gaming product and content at BetMGM, underlined the great influence Brian Christopher has within the gaming industry. Bartlett further said:

“Brian Christopher Slots’ influence extends far beyond captivating videos. This partnership allows Brian to showcase his personality and enthusiasm for our industry while engaging interested players into BetMGM’s wide variety of casino games.”

In his statement regarding this deal, Brian Christopher expressed a strong enthusiasm about partnering with one of the leading brands in real money gaming – BetMGM. He also added: “Partnering with the King of Casinos means I get to bring the top platform with the newest and greatest games to the BCSlots universe. I cannot wait for our fans and players to see what we are building together.”

Brian Christopher Slots has a substantial following, with 8 million monthly unique viewers and 1.8 million subscribers across various social media platforms. His content, including the BCSlots YouTube channel, FlipTheSwitch.com, BCSlots Cruises, and the Rudies Fan Club, has recently achieved a record-breaking 1 billion video views. In recognition of his influence, Christopher was named Streamer of the Year and Slot Collaboration of the Year at the 2023 CasinoBeats Game Developer Awards.

BetMGM and Brian Christopher Set to Offer Live Streams and Exclusive Experiences

To ensure players’ involvement into the gambling process there are going to be several components included into this partnership. For instance, Brian Christopher will organize live streams on his two BCSlots channels on YouTube or on his BCSlots pages on Facebook and Kick where he usually hosts streams frequently. These streams will incorporate his signature style, showcasing BetMGM’s online casino platforms. Additionally, Christopher will interact with players through exclusive experiences such as meet-and-greets, slot tours, and virtual events, providing insights and commentary. 

BetMGM will be featuring Christopher in live online streams across its social media channels as well, highlighting its online casino platforms, as well as in future marketing initiatives.Furthermore, both the BetMGM and Brian Cristopher brands aim to emphasize responsible gaming practices by promoting features that encourage players to set limits and play within a budget, as outlined in the recent announcement.

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Norway’s Gambling Authority founded in 2001 to supervise the administration and oversight of gaming controlled by the state and private, Lottstift, has stated that it will take a zero-tolerance approach to social media platforms promoting live streams and content revolving around online gambling.

The country has imposed a total blackout on gambling advertising. According to the Broadcasting Act, operators are not allowed to use any gambling advertising to promote their services. 

The action is exclusively reserved for Norway’s state-owned monopolies Rikstoto, with a focus on racing and Norsk Tipping, which offers betting and lottery options.

Schell.com, the popular platform that generates entertaining content via daily live streams, vlogs, and competitions, has recently broadcast a number of Norwegian influencers advertising online casino games, thus disregarding the current legislation. 

The streams that were deemed illegal were promoted on the schell.com portal and recorded on a series of live-streaming platforms like YouTube, Twitch, and Kick.

The respective broadcasting platforms were sent reminders regarding the country’s Broadcasting Act which does not allow gambling promotion unless it involves one of the two available monopolies. 

In accordance with its freshly granted powers by the revised Money Gambling Act, Lottstift has asked Tiergarten Marketing Ltd, Schpell.com’s operator, to cease all of its marketing activities in the country.

Two Cease-and-Desist Warnings Issued by Lottstift

The regulatory body also sent two separate cease-and-desist written notices to Baris Entertainment AS and Viken Underholdning AS for having alleged relationships with social media influencers advertising illegal gambling offers.

The infringing businesses were given until February 20 to fully comply with the issued order to stop promoting unlicensed gambling activities. 

In case they fail to comply, the companies will face possible compulsory fines and non-compliance violation fees.

More Inspections to Follow

Lottstift has also ordered social media platforms to be more careful with their Norwegian influencer content to make sure they follow the country’s current advertising regulations.

The body’s director, Monica Alisøy Kjelsnes, stated that it was obvious that the respective live streams hosting influencers were targeting a young audience while marketing the offerings of unlicensed casinos.

Kjelsnes added that Schpell employs Norwegian influencers and that “much of their marketing takes place in Norway and is aimed at Norwegian consumers.”

The director also explained that while the biggest influencers stopped promoting gambling outside the law there are still some “who are teetering on the edge of breaking the law.”

In this regard, the authority plans on further monitoring and evaluating more inspections in the future. 
Last December, Brazil advanced a similar measure against social media influencers advertising unregulated forms of gambling.

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A new study funded by the Australian Research Council found that children as young as 12 expressed concerns about the impact of celebrity endorsements on promoting gambling as safe, attractive, and fun. Researchers from Deakin, Wollongong, and Curtin universities noted that the results highlighted the need for strict advertising restrictions to protect the next generation from potential gambling harm.

Children Noted That Influencers Hold Significant Sway

The research, which included interviews with 64 children from New South Wales and Victoria, found that influencers, including celebrities like former basketball player Shaquille O’Neal, were believed to make gambling more appealing to young audiences. The participants expressed the view that influencers on social media, particularly platforms like YouTube, Instagram, and TikTok, had a significant impact on their peers.

Many participating youth were aware of the difference between advertisements and reality but expressed concern regarding the effects of gambling endorsements on their peers. A 15-year-old boy noted that some ads created the impression that gambling could lead to an improved lifestyle or appearance, potentially causing some individuals to try mimicking them.

I think you kind of get shown a bit of their lifestyle and think that if you can win like they are, then you can have that lifestyle that they’re living in the ads.

Australian Research Council study participant

While most children displayed some weariness regarding gambling, some of the younger participants admitted that their favorite celebrities could influence their decisions. One 12-year-old boy stated that if their favorite idol, YouTuber, Instagrammer, or TikToker were gambling, it would be a compelling enough reason to try.

Australia’s Gambling Woes Will Likely Continue

In light of these findings, the researchers emphasized the importance of implementing comprehensive advertising restrictions to protect young people from the potential harms associated with gambling. The study’s authors urged the federal government to consider the concerns raised by the children and take them seriously. These observations match the rising gambling addiction rates in the country, further highlighting this growing issue.

Dr Hannah Pitt, one of the study authors from Deakin University, emphasized the effectiveness of celebrity endorsements among younger audiences and the need to address the portrayal of gambling in a more balanced manner, showing both positives and potential harms. However, implementing such measures requires strong political will, which Australia often finds lacking.

They were concerned that young people would look up to these celebrities and make them believe that gambling was a normal thing to do.

Dr Hannah Pitt, Deakin University

Professor Samantha Thomas, another study author, highlighted the skepticism among young people regarding government action due to the perceived political influence of the gambling industry. January’s revelations regarding private discussions between the government and vested interest groups regarding the fate of gambling advertising bans cast further doubt that Australia can push through with its much-needed reforms.

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