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A recent research conducted by YouGov indicates that the application of celebrities in gambling advertising has both positive and negative effects on the general perception of the population, and these are contradictory in some cases. The study surveyed Americans aged 21 years to determine the effects of famous personalities on the perception of a gambling brand. The results were issued on Thursday (January 22).
In the opinion of the British market research company, 42% of active gamblers express that they think more positively of a gambling brand when celebrities are featured in its advertising. According to this group, 14% of the respondents admitted that this kind of campaign causes them to hold gambling companies in a very positive light. Conversely, in the case of the general U.S. population, only 12% will have a positive perception of the gambling brand in cases where the brand is linked to celebrities.
Authenticity Concerns Offset Positive Impact
Along with such positive impressions, there was also a major skepticism unveiled in the study. 46% of gamblers felt that celebrity endorsements causes gambling brands to seem less authentic. On the larger American population, 38% agree with the opinion that using celebrities makes the brand appear less authentic or promotional. Quite a significant proportion of the people interviewed was indifferent about the role played by celebrities.
Having famous people does not make it any different to 42% of gamblers and 70% of the general population. The negative reactions are not very high: approximately 10% of gamblers and 12% of the general population stated that they have a negative impression of a gambling brand because it uses a famous person in the advertisement.
Athletes and Gambling Experts Are Seen as the Best Fit
According to the YouGov research, the choice of celebrity is pivotal to the success of the advertising business in the gambling industry. The most effective endorsers were found to be professional athletes and gambling gurus like poker player Daniel Negreanu, with each of them getting the approval of 41% of the respondents.
Less effective were actors, comedians and reality TV stars. According to the research, a right association with sports or gambling is a decisive factor and holds credibility in this sort of advertising.
Actors (38) and musicians or comedians (34) were second and third in preference among gamblers after athletes and gambling experts. Reality TV stars were the least appropriate: only 28% of gamblers rated them as an appropriate option, and 40% of them considered inappropriate. The general population showed the same ranking of the types of celebrity with less enthusiasm all rounder-only 18% believed professional athletes to be the right gambling endorser.
Influence on Behavior Remains Limited
Another research question that was tested was whether or not celebrity endorsements affect gambling behavior. Four out of every ten gamblers indicated that they would take more time before considering a gambling activity sponsored by a prominent individual.
Nevertheless, close to 50% of the general population said that they would not be interested in such sites because of celebrity gambling advertisements. To be more exact, 14% of gamblers said that they were very likely and 28% likely were to give a gambling brand with celebrities a try. In the meantime, 48% indicated that they were not very likely or not likely at all to be affected by this type of marketing.
High-Profile Partnerships Continue Across the Industry
Gambling companies are still spending a great deal of money on celebrity associations although the outcomes are mixed. FanDuel and DraftKings have been promoted by such sports celebrities as Pat McAfee, Charles Barkley, Rob Gronkowski, and LeBron James. In 2022, DraftKings Casino contracted actor John Stamos to promote their services by citing his appearance on the TV show Full House by inviting the audience to play their luck in an online game called full house.
Caesars and BetMGM provide an example of other celebrities that have been endorsing their brands, such as Jamie Foxx, or Caesars, including Vince Vaughn and JB Smooves. Even Sweepstakes-style gaming sites have come to use celebrity promotion with Paris Hilton, Snoop Dogg, Ryan Seacrest and Michael Phelps all giving their names to different brands.
YouGov concludes: “Celebrity endorsements can help gambling brands stand out, especially with active players, but they may not guarantee a change in brand perception or behavior. Brands should focus on aligning with the right type of celebrity—preferably those with a direct link to sports or gambling—to keep messaging credible and effective.”
Source: BNL Data
