5WPR Study Shows Gambling Marketing Spend of $3.9 Billion
A new report from public relations company 5WPR estimates that the US sports betting and gaming sector spent $3.9 billion on advertising and marketing in 2025, with most of that going to television and digital channels.
The inaugural Gaming Trust Index report analyzed marketing spend and brand credibility across sports betting, online gaming, and land-based casinos. It draws on market data, advertising figures, financial disclosures, and analysis of more than 47,000 media articles over a 12-month period.
According to the report, television advertising accounted for $1.42 billion, or 36% of total spend. Digital performance marketing followed at $980 million, while celebrity and athlete partnerships totaled $520 million. In contrast, earned media and public relations accounted for $90 million, while responsible gambling programs accounted for $60 million, or just 1.5%.
The report shows a gap between spending on celebrity endorsements and on responsible gambling efforts, with nearly nine times more allocated to the former than to the latter. It also states that, despite generating $12.8 billion in revenue in 2025, online gaming receives the lowest communications investment relative to revenue among the segments studied.
The report concludes that future competition in newly legalized markets may depend as much on communications strategy as on product offerings, with media presence key to gaining new users during launch.
- A new study from 5PWR shows that estimated spend for the gaming industry topped $3.9 billion.
- Of that, TV advertising received the most funds, with the lowest spend going towards responsible gambling programs.
- The report concludes that operators wanting to enter new markets have a strategic advantage based on media presence.
