Study Shows Stars Do Not Convince US Residents to Gamble

Celebrities still show up a lot in US gambling ads, but new findings hint their pull might not be as strong as companies wish. New survey results from YouGov point out that while well-known faces can make active betters notice more, they shift overall views on gambling brands and might even make some folks question how real the message is.

Star Power Falls Flat as Gambling Ads Fail to Win Public Trust

The research shows that most Americans do not care much about celebrities in gambling ads. About 70% of adults say seeing a famous person promote a betting site does not change how they view the brand. For people who bet at least once a month, opinions vary more, but are still split. Just over 40% of regular gamblers think celebrity involvement makes the brand look better, while about the same number say it does not matter.

Not many people react negatively. About 10% of people — both gamblers and non-gamblers — say a celebrity endorsement makes them think worse of a gambling brand. This means using big names will not hurt a company’s reputation much, even if it does not help much either.

However, the numbers also show a big drawback. About half the gamblers think that when celebrities push gambling brands, it makes them seem less real. This feeling goes beyond just gamblers – regular people are even more doubtful about celebrity ads. Trust is also shaky. Gamblers are split on whether famous people make brands look more dependable, while most non-gamblers flat-out do not buy it.

Stars Can Help Gambling Brands Stand Out, but Impact on Action Is Limited

When it comes to driving action, the results are mixed. Over 40% of gamblers say they would be somewhat more likely to check out a gambling platform linked to a famous person. At the same time, almost half say celebrity marketing would not affect their choices. For the general public, the chances of being swayed are even lower.

The kind of celebrity used also makes a big difference. Professional athletes and people with hands-on gambling know-how are always seen as the best fit for representing gambling. Actors, musicians, and comedians get okay acceptance, while reality TV stars come in last, with many people thinking they are not a good match for promoting gambling.

These results come as betting companies keep putting big money into ads with famous people around huge events like the Super Bowl. With ad budgets in the billions, companies are under more stress to make sure pricey endorsements pay off.

On the whole, the study shows that teaming up with celebrities can help gambling brands stick out in a packed market, mainly with people who already bet. However, without a clear and believable link between the famous person and the product, star power by itself will not change how people think or bring in lots of new customers.