Gambling Industry Spends $3.9B on Marketing, But Misses the Mark

New report shows industry allocates just 3.8% of budget to earned media and responsible gambling programs.

Apr. 16, 2026 at 4:21pm

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A photorealistic studio still life featuring a stack of casino chips, a sports betting ticket, and a pair of dice arranged elegantly on a clean, monochromatic background, symbolizing the complex financial and strategic dynamics within the gambling industry.The gambling industry's marketing spend reveals an imbalance between flashy celebrity deals and responsible gambling investment.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 the vast majority going towards traditional advertising channels like TV, digital performance, and celebrity partnerships. However, the report finds that the industry is allocating just 3.8% of its budget to earned media, PR, and responsible gambling programs - areas that are critical for building credibility and trust with regulators, investors, and consumers.

Why it matters

As the gambling industry faces increased scrutiny from regulators, investors, and the public, the lopsided allocation of marketing spend is putting operators at risk. Regulators in key expansion markets like California, Texas, and Florida are closely watching the industry's commitment to responsible gambling, while ESG-focused investors are evaluating operators' sustainability efforts. The industry's current marketing mix, heavily weighted towards acquisition over retention and credibility, could hinder its ability to secure new licenses and maintain a positive public image.

The details

The report breaks down the $3.9 billion in gambling industry marketing spend in 2025: TV advertising received $1.42 billion (36%), digital performance marketing $980 million, celebrity/athlete partnerships $520 million, sports sponsorships $410 million, paid social $280 million, out-of-home $140 million, earned media/PR $90 million, and responsible gambling programs $60 million. The data shows a nearly 9-to-1 ratio of celebrity/athlete spend to responsible gambling spend, a figure that regulators and ESG analysts are closely scrutinizing. The report also identifies a 'GEO gap' where land-based casino brands lack operator-controlled content in key online search results, putting them at risk of AI-powered tools presenting an incomplete or inaccurate brand narrative.

  • The U.S. sports betting and online gaming industries spent $3.9 billion on marketing in 2025.
  • California, Texas, and Florida are currently considering legislation to legalize sports betting.

The players

5WPR

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

FanDuel

One of the major sports betting operators estimated to have an annual media spend of $300 million or more.

DraftKings

One of the major sports betting operators estimated to have an annual media spend of $300 million or more.

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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. $520 million on celebrity and athlete deals. $60 million 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

Regulators in California, Texas, and Florida are closely watching the gambling industry's marketing spend and commitment to responsible gambling as they consider legalizing sports betting in their states. Operators that can rebalance their marketing budgets to prioritize earned media, executive visibility, and responsible gambling communications will be better positioned for success in these key expansion markets.

The takeaway

The gambling industry's current marketing strategy, heavily weighted towards traditional advertising and celebrity partnerships, is out of step with the evolving needs of the market. To build credibility with regulators, investors, and consumers, operators must redirect a greater share of their $3.9 billion annual marketing budget towards earned media, digital content infrastructure, and responsible gambling programs.