Abstract:  This research brief provides an extensive overview of brand ambassadors and influencers in the casino and online gaming industry. It begins with an exploration of the origins of Las Vegas as an entertainment and gambling destination, highlighting the role of early media influencers and the city's first brand ambassadors in the 1950s. The brief delves into the Elaboration Likelihood Model (ELM) in marketing, offering a framework for understanding consumer persuasion and its application in consumer behavior. Further, it examines the effectiveness of brand ambassadors and influencers, bridging the peripheral and central routes of marketing persuasion. Key gambling influencers on platforms like YouTube are profiled, providing insights into their reach and impact. The brief concludes with strategies for leveraging central and peripheral routes in marketing campaigns, discussing how to choose brand ambassadors and influencers based on marketing goals, and considering ethical aspects and consumer perceptions.

Length: 7,584 words

Estimated Reading Time: 30 minutes