The Fine Line Between Hollywood Celebrity and Betting Endorser
Signing celebrities to advertise a product is nothing new. Yet in the burgeoning world of sports betting, celebrity endorsement is bigger than ever.
Turn on the television or your favourite streaming service, and most of the ads will feature some sort of celebrity. From Natalie Portman selling perfume, to Robert DeNiro advertising baked goods, nothing is out of bounds. Yet the recent trend for actors and actresses endorsing gambling products has raised eyebrows. Is it a positive for both sectors, or something that carries more risk than reward?
Why Do Celebrity Endorsements Work?
Celebrity endorsement works because they tap into one of the most effective forms of marketing: Social proof. This is the concept that people are more likely to gravitate or engage with a brand that has been recommended or is associated with people they trust or admire. When it comes to gambling, this is often seriously amplified. Betting adverts may show trusty sportsmen who played for well-known national teams, while casino ones may show those who have exuded Hollywood chic and style.
Social proof is all over the internet. Whole websites exist just for people to put reviews and ratings, such as Tripadvisor. Seldom do you visit a website that is without a peppering of testimonials from customers. This is social proof.
It is extremely useful in new and emerging markets. Take, for instance, betting in countries like Malawi. They are just beginning to build their online infrastructure, improving connectivity, and getting to grips with the digital possibilities in front of them. These betting apps provide ways to connect with sports on a whole new level, placing wagers on everything from football to basketball. People using them are offered introductory bonuses, giving them access to a new fleet of entertainment options. Not only is it exciting, but it is also quite intimidating, and a known face, albeit a celebrity, can soothe the onboarding process.
The Hollywood Gambling Endorsement
There have been some quite high-profile celebrity endorsements. Jamie Foxx was a long-time advocate for one major gambling company, even being joined by Vanessa Hudgens for a while. He was touted as a brand ambassador and was featured in television and media advertisements for both his sportsbook and casino arm of the company. Unconfirmed reports suggest he gained around $2M for his services.
This proved so successful that actor John Hamm was announced as a further Hollywood face for the company in 2025. He will feature in several college football commercials in the coming year. Others have included Kevin Hart, who is well known as an actor and comedian. He has appeared in numerous ads for a major US brand, even appearing during the Super Bowl. Chris Rock has advertised individual casinos. The list is endless.
Many will ask if these endorsements actually work. From the point of view of gambling companies, they seem to be willing to carry on paying the big bucks. Yet a recent study showed that only 25% of gamblers believe that seeing a celebrity in a gambling ad makes them feel more positive about the brand. When it comes to the wider population, around 8% say it does. Those who are totally indifferent number at 63%.
When Endorsements Don’t Work
Not all endorsements work, however. Take the case of David Schwimmer, a well-known actor in his own right but a craftsman who will always be blessed and cursed with being Ross Geller from Friends. He signed a deal with a major poker brand to promote their services, despite having no previous link to the pursuit before.
What went wrong was a disconnect with the hardcore poker fans. His character in Friends was always associated with him, and this was also applied to the light-hearted ads. This was not right for many in poker, who take the game very seriously. It was further exasperated when the company tried to mix their high-level experience and expertise with what seemed like a ploy to bring in beginner players. It just didn’t work on multiple levels.
So do celebrities in a gambling ad actually harm a brand’s identity? It seems people are quite indifferent to this as well. Around 9% of gamblers believe it has a negative impact, while a fifth of the wider public, at 19%, believe it does. Within gambling itself, 31% of regular gamblers believe it has a positive impact. With fewer regular gamblers, that falls to 12%.
Thus, it seems that the celebrity endorsement is generally one of indifference. In a world where celebrity is thrust upon us all the time, this could be something gambling companies need to look at. They may consider moving away from this marketing tactic, especially when considering the negative connotations it is bringing for gambling; Instead, they could realign priorities, focusing on bonuses and improving game quality and choice.
