Study Reveals Mixed Reactions to Celebrity Gambling Promotions for BetMGM & FanDuel

A recently published study has found mixed reactions to celebrities promoting gambling companies. The majority of comments on gambling commercials are negative, with Wayne Gretzky and Jamie Foxx drawing particular criticism for their BetMGM promotions. Charles Barkley, on the other hand, receives overwhelmingly positive comments when appearing in FanDuel ads.

The study, conducted by researchers at Towson University and the Notre Dame of Maryland University, analyzed YouTube comments on gambling commercials. In particular, the four researchers focused on DraftKings, FanDuel, Fanatics/PointsBet, BetMGM, Caesars, and Bet365 adverts.

Reactions to the promotions were largely negative. Of 1,577 relevant comments, 549 were negative, compared to 444 positive, with the rest categorized as neutral. Ads featuring celebrities sparked the most reactions with 695 comments.

BetMGM Ads Draw Ire of Online Commenters

BetMGM’s stars received overwhelmingly negative comments; Jamie Foxx had the most hate, with negative comments outweighing positive by a 9-to-1 margin. Wayne Gretzky had about 4 negative comments for every positive one.

Haters primarily accused the celebrities of money-grabbing. Users criticized Foxx as “greedy,” “shameful,” and “sick” for promoting gambling at BetMGM.

Comments on Gretzky were more tame, with commenters saying it was “disappointing” and “a bad look for someone who used to stand for integrity in sports” to promote betting.

The company has now enrolled Jon Hamm as a brand ambassador. While not included in the research paper, there appears to be a similar reaction to his commercials.

One commenter wrote, “I cant stand jon hamm. And sure everyone bonding over bets that they all lose and bills are not getting paid. Mgm and jon hamm, morons.” Another added, “Don’t use this app. He’s a washed up actor.”

Tom Brady had similarly negative reactions to his BetMGM ad, with users saying it was “Disgusting that he has to lower himself for this.” Kevin Garnett’s BetMGM ad, titled “Power of Positivity,” received a better reaction with no negative comments and three positive ones.

FanDuel’s Comedy Route Gains Praise

FanDuel’s marketing strategy of focusing on comedy appears to be more successful. Charles Barkley and John Goodman received overwhelmingly positive reactions when appearing in the company’s ads.

Barkley’s FanDuel commercials sparked the most comments of any celebrity, with positive outweighing negative by a ratio of four to one.

Goodman had fewer comments overall, but a better ratio, with seven positive comments for every negative one.

The findings show comedy goes down well, with users praising Barkley as “hilarious” and Goodman also receiving positive reactions to his voice-overs.

Paige Spiranac, in her promotion of PointsBet, also received positive comments, with users focusing on her appearance, rather than mentioning the act of promoting gambling.

A recent survey found that celebrities can increase a brand’s visibility and boost positive views of them among active gamblers, but are far less effective at convincing the general public.

The newly published study suggests choosing the right celebrity is important for gambling brands, and so far, FanDuel has succeeded relative to BetMGM. The researchers note that, “While celebrities can capture attention and strengthen brand associations, they also risk a loss of credibility.”