I’m sitting here with my buddy Scott Richter at the Cosmo, Super Bowl weekend, with the Bellagio fountains glowing in the background. We’ve known each other for more than 24 years.
Along the way, we’ve shared more than just professional milestones. I’ve had the honor of having meals with Scott and his son Michael, celebrating birthdays in Vegas, and creating memories that go beyond business.
Today, I get to ask him: how the heck did he go from running email campaigns in 1999 to becoming The Big Jackpot with 200 million+ views across YouTube, TikTok, and Facebook?
From Behind-the-Scenes Boss to Reluctant Frontman
When I ask Scott how he made the leap from affiliate OG to camera-facing influencer, he admits:
“I never had any interest to be the front person on camera… The first few years were rough, especially having fans come up to you. I’d be like, ‘I’m not anybody famous. I’m just me playing slot machines.'”
And yet, here he is—averaging 18-19 minutes of watch time on long-form videos, with fans showing up to his live slot tournaments, sometimes in the hundreds.
That level of engagement is rare.
Scott and I agree: it’s not about some growth hack, but it’s about consistency and real connection. He releases a video every single day like clockwork.
“It’s like a sitcom,” he tells me. “Except we’re airing new episodes 365 days a year.”
A great example of this is where Scott and his son, Michael, filmed a slot challenge video in Las Vegas.
Scott uses the Content Factory framework step-by-step—recording gameplay, editing with reaction cuts and thumbnails, publishing to YouTube, then syndicating to other channels.
He posts consistently to his channel and finally promotes the content across multiple platforms to drive reach.
The Secret Behind His Viral Videos
Scott doesn’t pretend he’s cracked some secret algorithm code, but stays honest. When I bring up that half his TikTok viewers replay his videos, he laughs.
“People want to see the win. Yeah, they could fast forward—but then it wouldn’t be as exciting. Sometimes they rewatch just to confirm what they saw. Like, ‘Wait, how much did he just hit?'”
And if you think this is luck or gimmickry, think again. Scott’s audience spans high-rollers and low-stakes dreamers alike.
“There are two kinds of people watching,” he explains. “The big bettors who want to see what a machine can really pay out—and the low rollers who live vicariously through me.”
One of Scott’s biggest viral videos wasn’t about a jackpot but a $30 payout from a $10 bet—filmed at a machine in Paradise, Nevada, where I returned with him.
Today, people recognize Scott in casinos and hotels—even at breakfast in Mexico or walking through airports in Germany.
Reinvention Every Two Years
Scott’s been doing this longer than most people have had email accounts.
“I started in 1999 with email,” he says. “Then it was ringtones. Then the affiliate space. Then influencer stuff. You have to reinvent yourself every two years online—or you’re done.”
That’s the lesson I want young marketers to hear. Success doesn’t come from riding one wave but catching the next one before the old one dies.
And Scott doesn’t just talk about reinvention, but he lives it. He used to run traffic and scale offers. Now he is the brand. But the operations brain is still there. Everything he does—from camera angles to cruise giveaways—is intentional.
Real Money, Real Risk
Let’s be honest: gambling is risky. So I ask him, straight up: Are you actually up overall?
He doesn’t flinch:
“Over a lifetime? No way. Nobody who’s gambled for 30 years is ahead. I’ve had million-dollar wins. I’ve had years where I lost a million. But on average, you probably lose 8 out of 10 times.”
That kind of transparency is why his fans trust him. He’s not glamorizing gambling but showing all sides of it. And that earns more respect than fake wins ever could.
An Audience That Buys
We talk about brand partnerships, and I confess—this space is still new to me. But Scott breaks it down simply.
“These are people with money,” he says. “You don’t sit at a machine betting $100 a spin without disposable income. These are the folks who’ll go buy that $3,000 Gucci shirt or book a $10K cruise.”
He’s worked with everyone from Howie Mandel to Vegas headliners like Tape Face and Magic Murray. They love collaborating because Scott’s audience shows up in real life and online.
The Psychology of Loyalty
Maybe the most underrated thing Scott does is community management.
He replies to every thoughtful comment on every platform.
“If they took the time to leave me an intelligent comment,” he tells me, “the least I can do is respond.”
This isn’t just social media hygiene but loyalty-building at its core. And it’s one of the reasons why, even 10 years into The Big Jackpot, he’s still scaling.
Why I’m Writing This
I’m not being paid to write this. I’m not doing affiliate deals or backdoor promos.
He’s played the long game. He’s built something from scratch—not by being flashy, but by showing up and being himself.
And that’s why Google recognizes him with a Knowledge Panel.
Go check him out at TheBigJackpot.com or on any social platform under The Big Jackpot.
