Industry Spending Overview
A recent audit reveals a significant discrepancy in gambling industry spending between celebrity endorsements and responsible gambling initiatives. The U.S. sector allocated approximately $520 million to celebrity partnerships in 2025, which is almost nine times the $60 million invested in responsible gambling (RG) efforts, as analyzed by communications firm 5W.
Marketing Breakdown
The report highlights that operators spent $3.9 billion on marketing, with only 1.5% dedicated to RG. Television advertising consumed $1.42 billion, while digital performance and celebrity partnerships followed at $980 million and $520 million, respectively.
Responsible Gambling and Regulatory Engagement
The audit evaluated 30 operators over two years through thousands of media, regulatory, and AI-generated sources. Findings show limited proactive engagement, with few operators regularly communicating RG efforts to state gaming regulators.
Operator Rankings in RG Communications
BetMGM led a ranking of operators based on their RG communication efforts, with DraftKings and FanDuel trailing. The analysis showed BetMGM had a robust RG communication infrastructure.
AI Search Results Influence
Major AI platforms were examined to assess RG program visibility. Operators like BetMGM and DraftKings appeared most often in AI-generated content on RG due to their extensive published materials.
Evaluating Celebrity Marketing Impact
The audit questions the effectiveness of celebrity endorsements, citing a survey where 70% of U.S. adults stated such endorsements did not alter their perception of gambling products. The potential for greater value lies in boosting RG communications for enhanced regulatory and investor relations. This analysis is similar to efforts seen in Sands China, where ESG rankings are used to communicate and enhance corporate responsibility.