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When well-known gambling YouTuber Brian Christopher reached out to the Coeur d’Alene Casino this month about streaming live video of him playing gaming machines at the first casino to reopen after nationwide pandemic-related closures, managers were hesitant.

The casino had never allowed anyone to film their experience inside, marketing director Yvette Matt said.

Luckily for Christopher, he had a track record with Matt from her previous job at the San Manuel Casino in California, which used his videos to promote new machines.

Allowing Christopher to film, Matt said, was a win-win, because Christopher was running out of content from several weeks of casino closures and the Coeur d’Alene Casino wanted to educate people about its safety measures.

“I feel it’s kind of like my duty to help support them during this time,” said Christopher, who has 250,000 subscribers on his main YouTube channel and has reached out to dozens of casinos. “I thought it would be a good opportunity to show everyone in the U.S. what it’s like to be in a casino right now.

“I want to kind of put them at ease,” Christopher, who is from Los Angeles, added during an interview. “We can get through this together.”

He started doing YouTube full time a few years ago in the months after videos he posted for fun of him playing slot machines in Las Vegas found a following. His viewership kept growing and now his channel sees more than a million views each week.

“It’s super rewarding to have a voice, to have a position to make a difference,” Christopher said about his job as a YouTuber. “I’m very grateful that I’m able to do something.”

Christopher arrived at the Spokane International Airport Tuesday after testing negative for COVID-19 in California right before his trip. He then drove straight to the reservation casino in a car he rented.

“It was beautiful scenery on my drive,” Christopher said, adding that he wants to return and explore more of the outdoors.

Employees followed Christopher during his videos to ensure he held to his policy of just recording himself and the machines, not other people. Matt was with him to make sure he had correct information to give YouTube viewers about casino precautions.

“His fans would say, ‘Do you feel comfortable? Are you afraid to be out in a casino?’ ” Matt remembered. “He was like, ‘No, I’m not afraid at all.’ ”

The casino reopened May 1 with strict social distancing and cleaning guidelines in place after maintaining wages and benefits for employees for weeks. The reservation and Benewah County have had no confirmed COVID-19 cases.

The facility quickly hit capacity during its first day back open and some waited in line for as long as 45 minutes to get inside due to strict limits on capacity. The casino has seen a lower volume of steady traffic since, Matt said.

Christopher made a point not to announce his travel plans, so hundreds of fans wouldn’t travel to see him, as they usually do. He also said during videos that he wouldn’t greet fans or take photos, though some people did recognize him at the casino.

Matt said she didn’t think Christopher’s presence brought a noticeable increase in traffic while he was there.

In his first video, which was streamed by more than 4,000 people, Christopher described how his temperature was checked, the mask requirements and the hand-washing stations.

“It’s amazing to be back,” he said during the video.

He also decided to donate to casino staff about $1,600 he raised from viewers who sent him money during two livestreams from Idaho. Funds from a third video went to COVID-19 research efforts, according to Christopher.

“I think it was a pretty cool experience, and I would hope that maybe moving forward we work with him again,” Matt said. “Then we could actually do a promotion with him where we encourage people to come see us.”

Christopher returned to Los Angeles on Saturday and plans to visit more casinos as they reopen in the coming weeks.

He said he reached out to Northern Quest Resort & Casino, which opened Tuesday and does not allow video on the gaming floor. He was turned down for a number of reasons, according to the facility.

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Northern Quest, Coeur d’Alene and Kalispel casinos are among 14 other casinos that have opened across the country in the last week, according to the American Gaming Association. They are the only facilities open on the West Coast.

“Northern Quest has extremely limited marketing and advertising campaigns in internal markets only at this time,” Julie Holland, a casino spokesperson said in an email. “While we understand that Northern Quest is one of the only casinos currently open for business in the United States, we don’t encourage cross-country travel.”

Christopher said he’s used to being turned down, as well as being the first person to film in a casino.

“They are coming around to it because they are realizing the power of social media,” he said.

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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.

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“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.

“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.”

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.