There’s no denying that Canada’s gambling industry is advancing. Just recently, Statista released a study claiming that the market could reach $15.59 billion in 2025 and about $17.51 billion by 2029. Of course, this growth has largely been contributed to by the growth of online platforms. But beyond that, a new trend is setting in: celebrity involvement.
And you will agree that the likes of Drake and Wayne Gretzky are actually changing how people view gambling. This is not limited to placing bets – they are changing almost everything, including marketing strategies and the overall gambling culture. It’s no wonder that gambling is becoming a lifestyle woven into pop culture and everyday conversations.
Naturally, this celebrity involvement can make more Canadians more curious about online gambling than ever before. A quick search pulls up a list of online options, many of which are reviewed and ranked as the best online casinos in Canada. So, if you’re a newcomer looking for your first poker table or a seasoned player chasing better odds, you will always be sure to find something that aligns with your preferences. And as this spotlight intensifies, there are several ways Canadian celebs are shaping the gambling sector.
More exposure through endorsements
Do you remember the early 2000s when gambling ads were mostly confined to late-night TV, billboards and radio? Well, reaching customers through many channels was not possible, so most companies opted for these ones. But things have changed. In Canada, the shift was mainly experienced after the Ontario iGaming market officially opened in 2022.
The following months saw operators roll out many ads, with a good number featuring familiar faces. For gambling companies, this meant more exposure. Take Wayne Gretzky, for instance. Nicknamed ‘the Great One,’ this former ice hockey player has more than 222,000 followers on X (formerly Twitter) and over 299,000 on Instagram. For brands seeking to reach new audiences, partnering with individuals of such repute offers a great opportunity to present your brand to many people.
This could increase brand trust, which may lead to higher conversion rates. Remember, according to embryo.com, you can encourage loyalty of up to 75% of customers by just being authentic. And in an industry like gambling, where scams are prevalent, gambling companies are taking advantage of celebrity endorsements to present their brands as authentic.
A case scenario: The Weeknd’s bet
The Weeknd has been involved in advertising campaigns related to gambling, though primarily in a lighthearted or thematic manner rather than directly promoting gambling. Those who have watched his music video for ‘Heartless’ can relate to this well. Released in 2019, the video was shot in Las Vegas and follows the Weeknd and Metro Boomin as they explore casinos and parties in the region.
Given that familiar faces always set the pace for popular habits, such scenes can give fans a positive impression of gambling. Besides these thematic appearances, he invested $7 million of his own money into his Super Bowl halftime performance to achieve his envisioned production. Well, how does this relate to gambling? You may ask.
The Super Bowl halftime show is a major event where various prop bets are made to go along with the show. During the 2021 show, fans could wager on several options, including:
- Whether the star would wear gloves
- Whether he would have sunglasses on to start the show
- Or if he would perform with bandages on his face
Perhaps the most intriguing part of the Weeknd’s involvement was spending his own money on his performance. Generally, the NFL usually covers the costs of production for the show, including stage design, travel and other expenses. However, some artists choose to invest their own funds to bring a specific vision to life, as the Weeknd did, which could possibly point to a new future.
Celebrity involvement amid regulatory pushbacks
With all this star-powered promotion, you’d think regulators would be applauding the increased tax revenue. But it’s not so in some Canadian provinces like Ontario. Just recently, the Alcohol and Gaming Commission of Ontario (AGCO) introduced a ban on gambling ads featuring active and retired athletes – unless they were encouraging responsible gambling.
Like you’ve already read, familiar faces significantly affect the habits of various demographics. And since their appearance in iGaming ads could negatively affect vulnerable audiences, local governments have been working hard to avoid that. This means no more commercials with Wayne Gretzky during the Stanley Cup playoffs and no more Instagram reels of Drake showing off roulette wins – at least not in Ontario.
This could possibly be one reason why some celebs have had to quietly step back from their deals, while others take the opportunity to pivot. Kara Scott, a Canadian poker commentator and ambassador, is a good example. Towards the end of 2023, Scott quit a popular poker operator after working as its brand ambassador for almost eight years to focus on promoting responsible gambling practices. This has made her a perfect model of how celebrity influence can be used constructively to enhance awareness.
Although a flashy ad campaign can drive curiosity, it can also light the fuse for a lifelong addiction. But Canadian celebrities are changing the face of gambling, not just by appearing in ads; popular names like Kara Scott are focusing on promoting healthy practices. As the government maintains a tough stance towards celebrity involvement in this industry, more such shifts could become common in the coming days.
