Over the last few years, online casinos and sportsbooks have become more significant. These activities are starting to become less of a taboo subject, and celebrity endorsements are one of the crucial factors contributing to this. Celebrities simply bring high visibility to gambling brands through their large followings and media presence.
It’s evident that when fans see their favourite stars getting involved with or promoting online gambling, the whole thing seems way more exciting and relatable. This is why many are now starting to see casino gaming and sports betting as just another form of entertainment.
How Celebrities Impact the Perception of Gambling Online
A study published in Health Promotion International found that 64% of young people felt that celebrity endorsements made gambling advertisements more appealing and memorable. The study also revealed that 58% of young people believed that celebrity endorsements increased the trust and legitimacy of gambling brands.
Interestingly, 47% of the survey respondents from the same study also think that celebrity endorsements somehow make them feel like the associated risks of gambling are lowered. This is why many popular casinos and sportsbooks are now working with international and local singers or celebrities to promote their services.
Another research from the Australian Research Council highlights that celebrity involvement in gambling ads glamorises the activity. It also shares the same input that these ads also reduce the perceived risks of gambling among young people.
However, they emphasised that celebrity endorsements do not directly impact purchase intention or responsible gambling behaviour. So, they can’t exactly be blamed if people would like to experience more gambling games, as these endorsements strongly influence people’s attitudes toward casino brands.
Celebrities Known To Endorse Online Casinos and Sportsbooks
Even before online casinos and sportsbooks blew up since the pandemic, many celebrities were already known to enjoy gambling in their own time. Madonna, Frank Sinatra, Ben Affleck, and Michael Jordan are big names known for their love of gambling. But some have gone out to endorse specific brands:
Emmanuel Edjekevu
Comedian and actor Emmanula Edjekevy has over 4.5 million followers on social media alone, and he’s leveraged this in promoting various brands, especially popular gaming websites in Nigeria like Oddstackr, Nairbet, and Bet9ja (all legal platforms in Nigeria).
Jamie Foxx
The award-winning actor and musician has been the face of iGaming giant BetMGM since 2020. As part of his endorsement, he has appeared in various commercials and social media campaigns for the brand. One notable campaign featured him levitating over the fountains of the MGM-owned Bellagio casino in Las Vegas, showcasing the excitement of sports betting.
Nicki Minaj
Female rapper and entertainer Nicki Minaj became the global ambassador for MaximBet in 2022. MaximBet is a sports betting lifestyle brand that collaborates on merchandise, events, and branding. Unfortunately, MaximBet ceased operations the same year because of “challenging macroeconomic conditions.”
Adebowale Adedayo
Known as Mr. Macaroni, the comedian and actor has endorsed various online gambling platforms in Nigeria, including Bet9ja, Nairabet, and LuckyBet. He has over 3.8 million followers on X alone and would post skit content to promote the gaming brands he’d worked with.
Lemmy Kilmister
The late rock musician and frontman of Motörhead endorsed several online casinos and poker sites like PlayAmo, 888Casino, and Betway. Lemmy’s love for gambling has always been known and even evident in his music. There’s even a Motörhead slot game players can enjoy with references to their hit “Ace of Spades.”
Burna Boy
The popular Nigerian musician has partnered with various online sportsbooks and casinos. Like Adedayo and Edjekevu, he’s also worked with brands like Bet9ja, Nairabet, and LuckyBet. He promoted these brands by sharing posts and stories on his social media accounts, featuring their logos and offers.
Wizkid
Wizkid, the Grammy-winning artist, has a massive following on social media, with over 50 million followers on Instagram and 14 million followers on Twitter. He has endorsed multiple online gambling platforms in Nigeria, including Bet9ja, Nairabet, and LuckyBet.
Conclusion
There’s no denying that celebrities play a decisive role in shaping public perception of iGaming. Their endorsements can boost brand visibility, foster trust, and influence attitudes toward gambling.
While the long-term impact on gambling behaviour needs further study, one thing is clear: celebrities are now major players in the evolving world of online casinos and sports betting. We expect more of them to eventually endorse gambling brands, especially on their social media accounts.
