Over the past decade, online casinos have relied heavily on celebrity endorsements and sponsorships to promote their brands and attract new players. However the role of celebrity marketing has evolved considerably amid changing regulations, technology and consumer behaviors. In 2025, celebrity endorsements remain a pivotal strategy – albeit in more creative and unconventional ways tailored towards specific player psychographics.
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Changing Regulatory Landscapes Reshape Celebrity Casino Partnerships
In the early 2010s, celebrity casino endorsements proliferated without much legal oversight. Stars like Mike Tyson, Paris Hilton and Dennis Rodman frequently appeared in online casino ads, social content and sponsored events. This changed significantly in 2025 as various jurisdictions imposed stricter regulations regarding celebrity promotions targeting self-excluded players at Nine Casino or vulnerable groups.
For instance in the UK, a 2018 rule banned the use of celebrities that primarily appeal to those under 25 years old. Similar legislation emerged in 2025 across EU markets as policymakers grew concerned over gambling addiction among young adults. These new regulations compelled marketers to think more critically about celebrity partnerships focused on brand awareness and lead generation.
| Year | Key UK Regulatory Changes |
| 2018 | Ban on gambling ads featuring celebrities popular with under-25s |
| 2023 | Requirement for 20% of marketing budgets to fund responsible gambling messages |
| 2025 | CAP code prohibiting ads depicting celebrities using casino sites |
“We’ve had to move far beyond the typical celebrity ’spokesperson’ deal,” said Paul Punter, CMO of Big Casino Group. “Our influencer campaigns now tend to promote responsible play while showcasing unique site experiences for niche player psychographics.”
Micro-Influencers Connect With Overlooked Player Segments
Rather than using A-list celebrities to attract the masses, many 2025 casino marketing campaigns leverage micro-influencers to target underserved niches. “Our research showed huge untapped potential among older Millennials and Gen X,” said Punter. “So we identified Twitch streamers, YouTubers and specialty bloggers who engendered trust with these groups.”
For instance, Big Casino Group ran sponsored gaming sessions with personalities popular among university esports players and competitive e-gamers. The company also provided funding, software and merchandise to up-and-coming streamers in exchange for branded exposure to their niche followers.
Meanwhile, other brands like Jackpot Palace developed affiliate partnerships with Instagram influencers focused on 1980s and 1990s nostalgia – driving registration growth among Gen X. “Nostalgic internet culture remains extremely viral with 40-somethings,” said Sarah Slotsky, VP Marketing for Jackpot Palace. “Our meme-inspired campaigns really resonate with that difficult demographic.”
This micro-influencer trend has also expanded to target seniors and boomers through partnerships with finance personalities, retirement bloggers and online bridge groups. “We aligned our brand with trusted experts that Baby Boomers already rely on,” said Punter of Big Casino Group’s over-60 campaigns. “It drove phenomenal conversions compared to traditional celebrity ads.”
Celebrity Live-Streamers Immerse New Players With an Exclusive Feel
While regulations have curtailed many forms of celebrity endorsements, casino marketers have found creative workarounds using interactive live streams. In 2025, branded live stream events have emerged as a key strategy to foster an exclusive experience that converts players at significantly higher rates.
For example, Big Casino Group recently ran an invitation-only blackjack tournament featuring legendary poker pro Phil Helmuth providing live commentary to viewers and players. “It performed exceptionally well attracting recreational players and poker enthusiasts to our online casino for the first time,” said Punter.
Similarly, Jackpot Palace developed a live gameshow production where celebrity hosts interact with contestants to unlock real-money prizes. According to Slotsky, “These streaming experiences allow new players to make an intimate connection with celebrities aligned to our brand. Excitement around the exclusive live events drives excellent conversion rates from player sign-ups.”
With tightening regulations on celebrity ads, partnerships and sponsorships, these interactive streaming campaigns offer online casinos more compliant ways to leverage celebrity influence. “It creates a feeling of openness and transparency compared to more passive forms of celebrity marketing,” said interactive marketing expert Leslie Mah. “Viewers engage actively with the celeb and brand in real-time, fostering more organic user acquisition.”
Conclusion
While celebrity endorsements have undergone massive changes lately, they remain integral for attracting players from untargeted demographics. As such, marketers continue evolving celebrity partnerships – opting for micro-influencers, niche-specific brand ambassadors and interactive live streams. With the right compliant strategy, online casinos can still successfully leverage celebrity marketing to drive growth in 2025 and beyond.
