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Casino Plus has expanded its existing partnership with actor Alden Richards to include corporate social responsibility programs and responsible-gaming campaigns. The renewed arrangement builds on the brand ambassador partnership that began in 2024, when Richards became the company’s first male brand ambassador.
Under the expanded partnership, Richards will continue participating in promotional activities for Casino Plus. His role will now also cover community-focused initiatives and campaigns that promote responsible choices among online gaming users.
Casino Plus did not disclose how long the renewed agreement will run, its financial terms, or the amount that will be allocated to the expanded activities. The company said the partnership will support programs linked to community service and responsible gaming.
Partnership Adds Community Program
One of the initiatives included in the expanded agreement is “Hero For All,” a program conducted with the AR Foundation. Casino Plus said the initiative recognizes individuals selected for their service to their communities.
The inclusion of the program broadens the role of the partnership beyond traditional promotional work. Richards will remain involved in brand activities while also participating in efforts connected to community recognition.
Casino Plus said the renewed partnership is intended to include social responsibility programs alongside its existing marketing activities. The company did not provide further details on the number of people to be recognized through the initiative or the schedule of related events.
The company also did not disclose whether additional CSR projects will be added under the partnership. However, it confirmed that responsible-gaming messages will form part of the arrangement moving forward.
Responsible-Gaming Messages Included
Responsible gaming will be a central part of the renewed partnership, according to Casino Plus. The company said it will continue promoting the importance of making responsible choices and avoiding the misuse of opportunities or activities.
Richards said people remain accountable for the choices they make. According to him, Casino Plus plans on continuing to promote responsible behavior in addition to dissuading any abuse involving gambling methods.
The company runs an online gambling portal that is regulated by the Philippine Amusement and Gaming Corp. (PAGCOR). Casino Plus stated that some of the safety measures include knowing one’s customer, age verification, and responsible gambling.
Its responsible-gaming advisory states that gambling should be treated as entertainment. The advisory also notes that it should not be viewed as a source of income or a solution for financial difficulties.
Casino Plus further reminds players that winning is not guaranteed. These messages are part of the company’s approach to informing users about the risks involved in gambling activities.
Player Fund Protection Program
In December 2025, Casino Plus introduced the PhilFirst Surety Bond Protection Program. The program provides surety coverage of up to P1 billion for qualified player funds.
The company said the program is among the safeguards it has placed in relation to its online gaming operations. The coverage is intended for qualified player funds under the conditions of the program.
Casino Plus has not disclosed the duration or financial commitments involved in its expanded agreement with Richards. Still, the company said the partnership will continue to combine promotional activities with community programs and responsible-gaming campaigns.
As part of the arrangement, Richards will remain a brand ambassador while taking part in the “Hero For All” initiative with the AR Foundation. The program focuses on recognizing people chosen for community service, while the responsible-gaming component will continue to emphasize accountability, age verification, player safeguards, and the view of gambling as entertainment rather than financial relief.
Source: Business World
