A new survey found that celebrity endorsements of gambling brands don’t make much of a difference in the minds of consumers.
Key Takeaways
- An equal 12% of surveyed Americans were likely to express either positive or negative feelings about celebrities in gambling ads.
- Nearly half of gamblers polled say celebrity endorsements make gambling brands seem less authentic.
- Data shows celebrity advertising isn’t likely to make the average person more or less likely to use a gambling platform.
A YouGov study published Jan. 13 examined “a familiar tool in marketing,” in which famous individuals are used to promote an ever-increasing number of gambling brands.
Celebrities such as LeBron James, Kevin Hart, and Druski are common faces in advertisements for sportsbooks and fantasy sports platforms. However, the data shows their presence might not have the desired effect.
Seventy percent of Americans said their perception of a particular gambling brand was not positively or negatively affected by seeing a celebrity in its advertising, while an equal percentage (12) of respondents said celebrities positively or negatively influence their feelings.
When examining only self-identified gamblers, an equal number of respondents, 42%, said celebrities in advertising either positively affect or do not change their perceptions. Ten percent said they made them feel more negatively about the platform.
The takeaways from this data are mixed. Featuring celebrities in advertisements appears unlikely to backfire, since neither gamblers nor the general population had more than 12% report having negative feelings.
However, these endorsements also might not be very alluring, since only 12% of non-gamblers said their feelings were positively influenced. Gamblers looked at celebrity advertisements more favorably, but they’re also more likely to already have accounts at the gambling platforms doing the advertising.
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Do celebs help or hurt gambling companies?
Building on the primary questions, respondents were asked if gambling brands seem more responsible for using celebrities in their advertising. Only 13% said yes, while 47% said no. Thirty-one percent answered neither, and 9% didn’t know.
In a similar vein, 38% of respondents agreed that using celebrities makes brands come across as less authentic, while only 18% disagreed. That also held true for gamblers, of whom 46% agreed and 23% disagreed.
The biggest show of support was related to visibility. Twenty-two percent of Americans said celebrity appearances in advertisements would give the gambling brand more visibility, but 40% still said they would not. That flipped for gamblers, as 43% said they would and 24% said they would not be more likely to notice a brand with a celebrity appearance.
YouGov’s data shows that utilizing celebrities can bring more eyes to brands but at an increased risk of individuals cultivating negative feelings about the brand.
“Celebrity endorsements may help gambling brands stand out, especially with active gamblers, but they may not guarantee a shift in brand perception or behavior,” wrote YouGov. “Brands should focus on aligning with the right kind of celebrity - preferably those with a direct link to sports or gambling - to keep messaging credible and effective.”
Who should be used in advertising?
One of the biggest questions for gambling brands to answer is which celebrities are appropriate for their commercials and will increase the likelihood of attracting new customers.
The survey found that gamblers believe athletes (41%) and professional gamblers (41%) are the most fitting options. Actors (38%) and musicians or comedians (34%) are next.
Most Americans agree on the order of importance, although with much less overall support, with only 18% saying that professional athletes are appropriate.
