Gambling Industry: Significantly More Money for Celebrities Than for Player Protection

The US gambling industry invested dramatically more in celebrity advertising than in player protection in 2025. A new study by communications firm 5W found that approximately $520 million was spent on partnerships with celebrities and athletes. In contrast, only about $60 million went to programs and communication measures for responsible gambling. This means 8.7 times the budget was allocated to famous faces. In total, $3.9 billion flowed into marketing and advertising that year. Of this total, responsible gambling initiatives accounted for a meager 1.5 percent.

Numbers and facts

This massive disparity is becoming increasingly relevant, not only for consumer marketing. It also influences relationships with regulatory authorities, perception by investors in the context of ESG (Environmental, Social, and Governance) assessments, and even AI-generated search results. 5W's audit covered a two-year period and analyzed 30 operators in sports betting, online gambling, and land-based casinos. Over 47,000 media articles, regulatory filings, ESG disclosures, and AI-generated search queries were examined for the study. The study found that TV advertising represented the largest marketing item at $1.42 billion. Digital performance marketing was $980 million. Celebrity and athlete partnerships amounted to $520 million. Public relations accounted for only $90 million, which is merely 2.3 percent of total expenditure.

Only 4 of 12 publicly traded gambling operators disclosed their investments in player protection as a percentage of marketing spend. Most others either only stated dollar amounts or did not break down the expenditures separately. Eleven out of 38 gambling markets reported that they were proactively informed about player protection measures by fewer than three operators per year. BetMGM led the rankings in sports betting, followed by DraftKings and FanDuel. Among iGaming operators, BetMGM was also a leader. Stake.us scored the lowest overall.

Background

Researchers argue that this imbalance has significant consequences. It can influence regulatory relationships, investor perceptions, and even the content of AI-generated search results. When users query AI platforms about player protection programs, operators with a larger amount of published information on responsible gambling are cited more frequently. BetMGM and DraftKings appear in 78 percent and 64 percent of AI responses, respectively, as providers with the strongest player protection programs. Other major operators are cited in less than 20 percent of cases. This underscores the importance of transparent and accessible player protection information.

"The 8.7-to-1 ratio is no longer a marketing department metric. It is a capital markets metric. It is in Sustainalytics. It is in MSCI. It is in legislative testimony in California, Texas, and Florida. And it is in the answer ChatGPT gives a parent who asks which sportsbook is safe for their kid in college." - Ronn Torossian, Founder and Chairman of 5W

The effectiveness of celebrity advertising is also debated. A YouGov survey showed that about 70 percent of US adults said celebrity endorsements did not change their opinion of a gambling product. Among gamblers, 43 percent said celebrity partnerships helped brands stand out. Four out of ten said they would be more likely to consider a gambling operator featuring a celebrity. However, about one in ten gamblers said celebrity endorsements actually worsened their perception of a brand.

Why it matters for German players

In Germany, the situation is somewhat different, but the issue of player protection has similarly high relevance. The German State Treaty on Gambling 2021 (GlüStV 2021) introduced comprehensive regulations to better protect players in Germany. These include a monthly deposit limit of 1,000 euros, which is monitored via the central self-exclusion system OASIS and LUGAS (Länderübergreifendes Glücksspielaufsichtssystem), or the 1 euro per spin stake limit for online slot machines. These measures are primarily intended to prevent gambling addiction and protect players from excessive losses.

What it means for GGL-licensed casinos

The Joint Gambling Authority of the Federal States (GGL) licenses and regulates German online casinos. Casinos on the GGL whitelist must strictly adhere to the requirements of the GlüStV 2021. This also means that they must provide transparent information on player protection and actively point out problematic gambling patterns. While celebrity advertising is not as widespread in Germany as in the USA, regulatory authorities pay close attention to ensuring that marketing measures do not encourage excessive gambling. The findings from the 5W study could increase pressure on the GGL and licensed operators to invest even more in proactive player protection communication. The aim is to build credibility and gain the trust of players by prioritizing responsible gambling.