Gambling Industry Spends $3.9B Inefficiently on Marketing

Report shows industry allocates only 3.8% of budget to earned media and responsible gambling programs.

Apr. 16, 2026 at 4:36pm

Got story updates? Submit your updates here. ›

A photorealistic studio still life featuring a stack of gambling chips, a sports betting ticket, and a pair of dice arranged on a clean, monochromatic background, conceptually representing the abstract financial and strategic considerations in the gambling industry.A minimalist still life captures the complex financial and regulatory challenges facing the rapidly evolving U.S. gambling industry.NYC Today

A new report from 5WPR reveals that the U.S. sports betting and online gaming industries spent $3.9 billion on marketing in 2025, with only 2.3% going towards earned media and public relations. The majority of the budget was allocated to television advertising, digital performance marketing, celebrity partnerships, and sports sponsorships, while responsible gambling programs received just $60 million, or 1.5% of the total spend.

Why it matters

As the gambling industry shifts from an acquisition to a retention and credibility-focused phase, the current marketing budget allocation is misaligned with the industry's needs. Regulators, investors, and consumers are increasingly focused on responsible gambling practices, and the industry's high spending on celebrity deals versus responsible gambling programs is raising concerns.

The details

The report breaks down the 2025 marketing spend: $1.42 billion (36%) on TV ads, $980 million on digital performance marketing, $520 million on celebrity/athlete partnerships, $410 million on sports sponsorships, $280 million on paid social, $140 million on out-of-home, $90 million on earned media/PR, and $60 million on responsible gambling programs. The report argues that the industry needs to reallocate 3-5% of its total marketing budget, or $120-$200 million, towards earned media, executive visibility, responsible gambling communications, and digital content infrastructure to better align with evolving industry priorities.

  • The U.S. sports betting and online gaming industries spent $3.9 billion on marketing in 2025.
  • The 5WPR Gaming Trust Index was published in April 2026.

The players

Ronn Torossian

The founder and chairman of 5WPR, one of the largest independent PR firms in the United States.

5WPR

A public relations firm that published the 2026 Gaming Trust Index report analyzing the gambling industry's marketing spend and priorities.

FanDuel

One of the major operators in the U.S. sports betting and online gaming industries, estimated to have an annual media spend of $300 million or more.

DraftKings

One of the major operators in the U.S. sports betting and online gaming industries, estimated to have an annual media spend of $300 million or more.

Got photos? Submit your photos here. ›

What they’re saying

“The figure that will define how this industry is perceived by regulators and investors is the celebrity-to-responsible-gambling ratio. $520M on celebrity and athlete deals. $60M on responsible gambling programs. Nearly nine to one—in an industry with active legalization fights in California, Texas and Florida; publicly traded companies held by ESG-mandated institutional investors; and a gaming commission or legislative committee watching in almost every major market.”

— Ronn Torossian, Founder and Chairman, 5WPR

What’s next

The report suggests that operators who reallocate 3-5% of their total marketing budget, or $120-$200 million, towards earned media, executive visibility, responsible gambling communications, and digital content infrastructure will be better positioned for regulatory conversations, legislative hearings, and investor meetings in the coming years.

The takeaway

The gambling industry's marketing budget is misaligned with the evolving priorities of the industry, which is shifting from an acquisition to a retention and credibility-focused phase. Rebalancing the budget to invest more in earned media, responsible gambling programs, and digital content infrastructure will be crucial for operators to maintain regulatory and public trust as the industry continues to grow.