In the ever-growing iGaming market, casinos must stand out from one another through marketing strategies. They employ bonuses and promotional offers or concentrate their efforts on distinctive branding. Through this, the operator remains in the public’s mind with a solid identity that attracts and convinces players to use the site.
Some of the most prominent strategies used by operators are affiliate marketing, promotional offers and collaborating with celebrities. Endorsements by notable public figures that make their preferences known become invaluable tools for increasing the brand’s visibility.
This article will discuss how celebrity gambling endorsements changed the game and why they are no longer as popular as they once were. New regulations commenced and the public’s opinion changed following the rise of these celebrities as fronts for betting platforms.
High-profile ambassadors
Celebrity endorsements are marketing strategies in which a famous person (an actor, athlete or other public figure) uses their fame and social media influence to promote a product, service or brand. In the iGaming market, celebrities broaden a casino’s visibility, bringing gambling into view for a public that may have no prior experience with the industry.
These partnerships are successful when the celebrity and the operator’s brands align in their public identity. While high-profile ambassadors like Sydney Sweeney, Paris Hilton, Drake or Jamie Foxx have a notable influence, gamblers tend to prefer the betting sites backed by professional athletes and gambling professionals.
A YouGov survey suggests that gamblers respond better to associations with celebrities who are credible endorsers or are connected to the gambling context. This is why around 39% of them consider athletes and industry professionals (like the poker player Daniel Negreanu) appropriate endorsers.
Mixed results and pressures
The same survey shows that celebrity endorsements have yielded mixed outcomes. While gamblers view online casinos promoted by public figures in a more positive light, the general population and most bettors are indifferent to this aspect or even hold a negative view.
48% of gamblers consider that the gambling site seems less serious if they use celebrities for marketing. These mixed results do not stop operators from collaborating with famous people, as they still pay off.
Beyond public perception, there are reputational and regulatory issues that may influence how celebrities choose to collaborate. While high-profile ambassadors bring greater visibility, it is important to remember that they also have their own target audience, which may include families or underage individuals.
These ‘role models’ can bring down their reputations by partnering with casinos, essentially ruining their public image. This is where pressure starts to build, as a brand deal can make or break the reputations of both partners. If their identities don’t match, the operator will be taken less seriously, while the celebrity’s fans will change their view of them, leading to a retraction of their support.
Regulatory pressures
While reputational pressures are relatively minor concerns in the grand scheme of things, government regulations are beginning to influence how casinos market their brands. Since studies show that gambling disorders are rising in this age of technology, authorities seek to regulate the industry to keep players safe.
This is why many countries have passed legislation to control celebrity endorsements and the ways casinos collaborate with public figures. Role models, or celebrities with appeal to the underage public, are no longer viable celebrities for such campaigns.
Many countries allow celebrity marketing only if the promoted material addresses responsible gambling, rather than promotions or active betting. This way, the public becomes more aware of this aspect and how to play responsibly, setting the celebrity as a trustworthy figure and the casino as a reliable site.
A few illustrative examples of these regulations include the UK market, which banned celebrities, sports stars and social media influencers from appearing in casino ads. A 2022 BBC article on the ban states that public figures with a strong appeal to underage audiences will no longer be allowed to promote casinos.
In addition, the Netherlands has also put in place a ban on role models who appear in gambling advertisements. The Dutch authorities put in place similar regulations to those of the United Kingdom. Their aim is to protect younger audiences.
In 2025, Romania banned celebrity endorsements for gambling sites across all audiovisual media. These are some of the stricter cases, and they set a precedent for any future developments in other national markets. It goes to show that operators need to be ready for any outcome and regulatory changes, as authorities prioritize responsible play and a safe population above all.
Conclusion: the replacement
As already stated at the beginning of this article, endorsements are not the only strategies that bring players to betting sites. Even though celebrity partnerships are more regulated nowadays, looking for BetBrain odds and bonuses remains a reliable strategy for many gamblers seeking reputable sites.
Celebrity endorsement entails higher costs and risks for the investment, while affiliates operate on a per-customer basis. This ensures a higher conversion rate than the high exposure that a famous figure brings, which is more advantageous for the brand.
In this era of uncertainty, with more and more regulations imposed on the industry, casinos might opt for safer choices. This might be why celebrity endorsements are not as popular as they once were, though they still play a role in the marketing strategies of many brands.
