How Personal Brands Have Changed the Online Entertainment Industry in Recent Years
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Lead: From casino owners to defendants in lawsuits, influencers have become much more than just the faces of online entertainment brands. The events of 2025-2026 showed that personal brands are increasingly shaping the industry itself -- along with the opportunities and responsibilities that come with it.
Well-known athletes, streamers, and other public figures often appear in advertising campaigns and press releases for major brands in the online entertainment industry. However, it was in late 2025 and the first half of 2026 that a new trend became noticeable: they began moving from being merely the “faces” of projects to becoming co-owners or even full owners of new brands.
Most of these stories over the past period have come from the online casino sector. Such cases are now being closely examined by SlotsUp in its news and analytical articles. For example, the project notes that these dramatic changes are driven by the rapid growth of the entire industry, which experts estimate will exceed $100 billion annually before the end of the decade.
However, owning casinos and actively participating in promotional campaigns brings public figures not only profits but also risks. During this period, several landmark cases demonstrated that influencers may now have to share responsibility with brands for what happens to users of online services.
The Most Notable Influencer Ownership Stories in Recent Times
One of the world’s most recognizable athletes, UFC fighter Conor McGregor, has a massive social media audience, with around 46 million followers on Instagram alone. He has frequently appeared as a brand ambassador or participant in promotional campaigns. For example, back in 2024, he became an ambassador for the crypto casino Duelbits, taking part in advertising campaigns and streams. Then, in late 2025, he launched the online casino RealBet, where he acquired an ownership stake.
Overall, the promotional campaign was successful and free from any major controversies. It was not overly aggressive but rather restrained. McGregor’s audience reacted calmly to the news, as he had already been associated with the industry and had a reputation for participating in high-risk business ventures.
Another striking example from this period was the launch of Mellstroy.game by popular streamer Mellstroy in partnership with the 1Win brand. In this case, a much more aggressive marketing approach was chosen. The campaign relied heavily on TikTok, while traditional advertising channels were used very little.
The campaign included promo codes worth a total of $1 million, cars valued at approximately $3 million, giveaways of 30 apartments, and an overall prize pool of around $1.5 million. All of this generated significant public attention and made the launch highly controversial and widely discussed.
At the beginning of 2026, American rapper Snoop Dogg joined this list by launching a sweepstakes casino aimed at the U.S. market. He had already been associated with the industry before, as players had seen slot games inspired by his image.
What makes Snoop Dogg’s story different is that, surprisingly, his project has faced the fewest legal questions. McGregor’s and Mellstroy’s casinos operate in different markets. For example, Conor McGregor’s casino operates under an international license issued by the Tobique Gaming Commission. Snoop Dogg’s casino, on the other hand, operates exclusively within the United States and only in jurisdictions where sweepstakes casinos are permitted. Players from states with regulated gaming markets cannot even access the casino’s website, including through the use of VPN services.
As a result, the rapper is not violating any laws, and the casino’s reputation has remained almost spotless throughout its first six months of operation.
When comparing these cases, it becomes clear that they illustrate different outcomes of ownership. In the cases of Snoop Dogg and McGregor, ownership demonstrated that even global celebrities see potential in the online gaming industry. According to SlotsUp, which published one of the first analytical articles on this topic, these influencers have paved the way for future celebrity owners.
The situation involving Mellstroy appears much more complicated. Following the high-profile advertising campaign, concerning reports began to emerge claiming that Mellstroy had been arrested in absentia in Kazakhstan and placed on Interpol’s wanted list in connection with the casino launch. He personally shared this information through his social media accounts and streams.
This demonstrates that when influencers announce ownership of a casino, they predictably assume not only reputational responsibility but also full legal responsibility, including all associated risks.
However, the period between 2025 and 2026 showed that it is not necessary to be an owner to face responsibility for a product.
An Unprecedented Case: Ambassadors Being Held Responsible for the Brands They Represent
One of the most notable examples of ambassador liability was the lawsuit filed in Virginia against crypto casino Stake and several prominent online personalities, including rapper Drake and streamer Adin Ross. Similar lawsuits were also filed in Missouri and New Mexico.
According to the lawsuits, promotional materials and live streams directed American users to an offshore website despite local restrictions. The plaintiffs argue that the content created the impression that gaming was an easy way to make money and promoted a casino that lacked licenses in certain jurisdictions.
Moreover, the plaintiffs are seeking to impose financial liability on the influencers themselves and are demanding reimbursement of gaming losses directly from them.
The cases are still being considered by the courts. Nevertheless, they highlight the growing tension between influencer-driven marketing and existing gaming legislation.
Live streams know no borders. A single broadcast can attract hundreds of thousands of viewers in real time, while clips from those streams may later accumulate millions of views. At the same time, national regulations differ significantly, whereas online audiences remain global.
This is effectively the first case in which players have attempted to hold ambassadors accountable, and the court’s decision may become a turning point for the entire industry’s future development. If ambassadors are ultimately required to take responsibility for the products they promote, this could significantly reshape marketing practices.
Even if the ruling favours the defendants, the consequences of these lawsuits may still be reflected in a reduced willingness among influencers to sign contracts with similar brands. For now, however, there is no clear indication of such a trend, and numerous collaborations continue to be discussed online.
The Most Unexpected Marketing Collaborations of 2025-2026
Co-developing games with influencers has become an increasingly popular trend. A striking example emerged in December 2025, when streamer Félix “xQc” Lengyel introduced the slot game GIGA Galactic Warrior, developed by his own studio, GIGA. The game initially launched exclusively at the crypto casino Stake before later becoming available to a broader audience.
Another growing trend is the involvement of celebrities who have no direct connection to sports or gaming. One of the most talked-about examples was Paris Hilton becoming the face of WOW Vegas and launching the “Paris x WOW Vegas” campaign, which included events, branded content, and active engagement with her online audience.
At the same time, operators are increasingly turning to legendary sports figures rather than younger athletes. In the United States, Baseball Hall of Fame member Derek Jeter became an ambassador for BetMGM. Operator Betinia appointed longtime Atlético Madrid manager Diego Simeone as its brand ambassador. One of the most notable partnerships of 2025 was the appointment of Spanish football legend Iker Casillas as the global ambassador for crypto casino Stake. In Asia, DigiPlus Interactive announced a partnership with legendary boxer Manny Pacquiao.
According to SlotsUp, the online casino industry has changed rapidly over the past eighteen months under the influence of collaborations with global celebrities. High-profile endorsement deals certainly existed before. However, celebrities have stopped being merely the faces of brands. They are now involved in the business itself, have their own interests at stake, and increasingly share responsibility regardless of how deeply they are involved in business operations or profit distribution.
All of this suggests that the industry is evolving rapidly, and news surrounding it is increasingly moving beyond specialized media outlets while gradually losing its taboo status. It remains to be seen how developments within the online entertainment industry and collaborations with famous figures will affect different aspects of people’s lives across various countries.
The latest news and analytical articles covering different areas of the online casino industry can be found on the SlotsUp website.
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