Content creators on social media, aka ‘influencers’, can generate awareness and footfall for venues, but authenticity is essential and operators need to be wary of activity in gaming rooms.
Many pubs and clubs seek cost-effective ways to attract new customers and stay relevant in the minds of all their patrons, and in recent times the potential commercial benefit of attention from influencers is becoming a more appealing option.
Get the formula right and ‘viral’ social media coverage can spark a noticeable uplift in trade.
But there is a growing view that content created by these people is far more effective when it reflects actual customer behaviour, not something that looks like or can be identified as a paid promotion. Michelin-starred chef Paul Foster offers that if influencers are doing a clip they have been asked or paid to do, without disclosure, “it is not a review”.
Hospitality regulators in Australia have identified an increase in social media posts by influencers advertising or promoting electronic gaming machines (EGMs) in venues.
In NSW, the Gaming Machines Act 2001 prohibits “any advertising that gives publicity to or otherwise promotes the playing of approved gaming machines” in a hotel or club, which can include filmed advertising material. (More information)
“Liquor & Gaming NSW is currently targeting social media influencers who publish gambling-related material,” confirmed a spokesperson for L&G.
“This material, which may contravene the advertising restrictions described above, includes video footage of EGM gameplay that has been filmed in NSW pubs, clubs and casinos.”
L&G provides further details on its investigation HERE.
In the same light, under the Gambling Regulation Act (2003) the advertising of EGMs is prohibited by any person in Victoria, which includes venues being directly prohibited from advertising or promoting the use of EGMs.
The VGCCC says facilitating potential breaches by social media influencers may present a compliance risk, and penalties may apply.
The regulator says some venues have identified the presence of social media influencers filming in their gaming rooms and to mitigate their compliance risk have proactively implemented a ban on filming.
“We encourage [operators] to consider a ‘no filming’ policy in their venue, which will help protect them from potential breaches,” suggests the Victorian Gambling and Casino Control Commission (VGCCC).
The Commission has provided venues a poster to download and display in appropriate areas.
