iGaming Brands Keep Betting on Celebrities Like Matthew Broderick and Snooki. But Do These Deals Actually Pay Off?

June 11, 2026

Hollywood legend Matthew Broderick and reality TV mainstay Nicole "Snooki" Polizzi appeared in new ad campaigns this week as part of Hard Rock Bet's major double-down on celebrity power.

It's a well-known strategy for the iGaming sector, but these enormous marketing wagers appear less assured than ever as new evidence raises doubts about whether celebrities genuinely influence brand trust.

Broderick, who starred in the classic 1980s film Ferris Bueller's Day Off, has been chosen by Hard Rock Bet to feature in their summer marketing campaign. The 30-second ad, titled "Very Adult Son," features a mother whose grown son returns home.

"As you get older, life has a way of becoming very responsible. Schedules, routines, all the things you’re supposed to do. This campaign reminds you it’s still okay to break from that once in a while. To surprise yourself a little. Have some fun. Let that inner rebel out for a change,” Broderick said.

The "Very Adult Son" advertisement will appear on television, radio, digital, and social media platforms for Hard Rock Bet's sports betting and online casino verticals.

Additionally, the podcast It's Happening with Snooki & Joey now has Hard Rock Bet as its presenting sponsor.

Video - https://youtu.be/hRtQFqm2too

Can You Trust Celebrities?

Hundreds of millions of dollars have been spent by online casinos and sportsbooks to market their businesses through well-known athletes and celebrities.

Wayne Gretzky, Derek Jeter, and Jon Hamm are among the BetMGM ambassadors. LeBron James, Kevin Hart, Steve Aoki, John Stamos, and Shaq are on DraftKings, while Rob Gronkowski, Charles Barkley, and Jennifer Coolidge are paid by FanDuel. Gordon Ramsay, Lisa Vanderpump, and JB Smoove are used by Caesars Sportsbook, while Kendall Jenner is used by Fanatics.

According to recent research, using celebrities to promote a brand may not be the best course of action.

Last year, iGaming and sportsbook companies spent $520 million on celebrity and athlete collaborations, according to 5WPR Research's Gaming Trust Index. Celebrity collaborations don't significantly enhance the public's opinion of an online casino or sportsbook when it comes to establishing brand credibility, according to 5WPR.

According to 5WPR, gaming platforms would be better off allocating their marketing funds to earned media and public relations.

"Celebrity and athlete ambassador programs account for $520 million in annual industry spend, more than five times the combined investment in earned media and responsible gambling communications, the two channels with the highest documented brand credibility return in the analysis,” the 5WPR report said.

“The trust return on this investment is measurable but modest. Celebrity association increases brand awareness by an average of 23 percentage points among consumers who recognize the celebrity but increases trust by only 4 points. The gap exists because celebrity endorsement communicates awareness, not credibility. Trust is earned through demonstrated responsible practices, transparency, and consistent product delivery, none of which celebrity partnerships directly address,” 5WPR concluded.

Growth of Online Gaming 

The number of Americans who gamble online is at an all-time high.

The amount of bets lost, or iGaming gross gaming revenue (GGR), was above $3 billion in the first quarter. Revenue from online casinos in the seven states where iGaming is permitted and functioning is included in the figure. Money from prediction markets and offshore gaming websites is not included in the GGR number.

Revenue from legal sports betting increased to $4.27 billion in the first quarter, with the majority of that money coming from online sources.