The history of casinos being relatively elitist is what we can attribute to the huge affiliation with Hollywood. While they used to be areas of exclusivity and incredible architecture that’s reserved for the aristocracy, it’s difficult to recreate that same feel in Vegas and the digital world. Clever branding and celebrity endorsements are exactly how we can view casinos as still being lavish, all whilst taking advantage of a 3 Pound minimum deposit casino.
Plus, we need to remember just how easy it is to start a casino now. With so many new, competing companies, celebrity endorsements are a shortcut to credibility. Though, unlike traditional endorsements where a celebrity might simply appear in an advertisement, these partnerships often involve a deeper level of brand ambassadorship. When actors like Ben Affleck, a known poker enthusiast, align with a platform such as WynnBET, or Jamie Foxx becomes the face of BetMGM, it’s clearly a deliberate effort to blend the allure of Hollywood with the thrill of the wager.
More than a famous face
The core psychological mechanism to take notice of here is the transference of trust. A recognizable and respected actor lends their credibility to the casino brand and is found to directly lower the perceived risk for new users. This parasocial relationship creates a powerful sense of familiarity.
This effect is amplified through social media, where endorsements feel more personal and direct. Paris Hilton’s promotion of social gaming site Wow Vegas Casino, for instance, uses her long-standing media persona to engage a specific audience. Wow Vegas Casino couldn’t sound more generic, but when Paris Hilton is promoting it, suddenly there might be more to it.
Matching the star to the site
The selection of a celebrity ambassador is an interesting process of brand-person alignment. The success of these partnerships does depend on the semiotic match between the actor’s public persona and the casino’s brand identity. If they don’t match in any way, it may not be effective.
Neil Patrick Harris, with his background as a magician and master of ceremonies, brings a sense of showmanship and sophisticated entertainment to Golden Nugget Online Casino. Magicians are already associated with Vegas, as you often get this kind of entertainment there. It appeals to a player base that values a premium experience; one where you know you’re in safe hands.
Conversely, the comedian Johnny Vegas’s everyman, salt-of-the-earth persona resonates with LeoVegas’s UK target audience. He’s a very working class and relatable guy for millions of hard-working men, despite being an actor, and so this projects an accessible image of the casino. Of course, it only makes sense regionally, which is why the same casino may have various actors working for them for different audiences. Microinfluencers, too, can be affordable but direct.
Some actors and celebrities are simply global stars, though, and this goes for former heavyweight champion Mike Tyson. He is the ambassador for Rabona Casino, and so this leans into his worldwide recognition and association with high-stakes competition to appeal to an international audience that values strength and decisiveness.
Such an endorsement costs a lot, and it’s not a matter of simply finding someone famous who is willing to take the money. Instead, casinos have the pick of the bunch and are laser-focused on who is the right fit.
Scrutiny and responsible gambling
The increasing prevalence of high-profile actors in casino advertising has inevitably attracted some scrutiny. Most people recognize casinos as being legitimate, and customers should be free to enjoy them, be it online or in person. But, of course, there are concerns with overuse, and celebrity endorsements don’t help with that. What’s more troubling, perhaps, is that many celebrities, like Ray Parlour (who endorses NetBet) were teammates and friends with people who struggled to gamble responsibly (in this case, Paul Merson). So again, the company needs to choose wisely – somebody who has an image that isn’t shrouded in that kind of backstory.
The future of celebrity casino endorsements
It’s difficult to keep up with the number of celebrity endorsements. Hollywood actors aren’t quite the force they once were. Instead, the likes of YouTubers and social media influencers have been found to be more persuasive to their audiences, and so it is those who are now being targeted. Much of the UFC roster and pundits, for example, are affiliated with betting sites that take wagers on said UFC fights – this opens the door to immersive, relevant adverts, such as including their “top picks”. Drake is one such example, who shares large betting slips.
For casinos, it’s much more difficult to get this style of advert. Instead, they must rely more on image and association, such as having the face of their celebrity on the homepage of the website. Though, with the advent of AI video, it will be interesting to see where such adverts pivot to, and which celebrities will be taking legal action over their image rights…