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    Casinos and the use of deepfake influencers

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    Getting a better understanding of deepfake influencers, how they are used and the impact on iGaming in the future.

    Deepfake technology continues to advance, and despite the various benefits it offers, there is a significant concern within the online casino world.

    With the advances in deepfake technology, we’ve seen an increase in deepfake influencers in the iGaming industry advertising. And we can’t help but feel concerned regarding the new stream of AI-generated influencer endorsements.

    A growing trend

    One of the trends we’re seeing more frequently is the use of synthetic videos featuring influencers, including video streamers and celebrities, to promote online casinos. The scary thing is that often, these advertisements or endorsements run without the influencer's consent or knowledge.

    On the one hand, this can be considered a clever marketing scheme and a shortcut to draw attention and players. However, in the long run, it could cause serious damage to platform reputations. These platforms can also face significant regulatory compliance risks, among other challenges.

    We are seeing an increasing number of deepfake influencers used for online casino advertising. AI generation is used to create ads featuring these influencers to attract players. In fact, it’s becoming increasingly difficult for players to differentiate between a real promotion and manipulated content.

    Risks for casino brands

    With the use of deepfake influencers, brands and players must consider several risks. The biggest one is probably trust issues. The minute players find out their favourite streamer or celebrity has not been endorsing their chosen casino, they may feel deceived.

    Not to mention the potential legal challenges casino operators may face, especially when using another person’s likeness without authorisation. This can result in lawsuits and permanent damage to their reputation.

    If you're interested in the intersection of AI deepfakes and the gambling industry, we recommend reading our piece: UKGC Battles AI Deepfakes and Says Goodbye to Stake Casino.

    We may also see stricter advertising rules, which can curb and affect not only deepfake-generated ads but also real ones. As this landscape evolves, it’s essential for brands to exercise caution in how and whether they utilise deepfake content.

    Unity in the push back

    We’re already seeing many influencers and players band together to push back against these deceptive marketing practices. Some celebrities have even made public statements condemning the unauthorised use of their images in online gambling ads. Which in turn has resulted in more players becoming sceptical of online promotions.

    In order to protect their reputation, online casino operators will have to ensure there is complete transparency in their advertisement strategies in order to avoid any misleading endorsements.

    In addition, these platforms will need to follow regulations and contribute to players' awareness of how to play responsibly. Marketing practices should maintain trust and integrity to prevent player pushback or legal repercussions.

    Responsible Gambling & Play Safe

    How deepfake influencers can reshape the industry

    There are a couple of ways, including the obvious struggle for players to distinguish between what is real and what is manipulated content. This will cultivate scepticism towards advertising, and operators will be forced to prioritise transparency and authenticity.

    • Stricter Regulations: We may also see more gambling regulators and governments implement more stringent advertising rules to curb misleading promotions. We’re already seeing a tightening in regulations concerning influencer marketing in various jurisdictions, and soon it may be everywhere thanks to deepfake endorsements.
    • Increased Player Awareness: As deepfake technology advances, we also see players becoming more cautious, which ultimately results in operators having to go through the right channels to provide verified endorsements and stricter authentication measures.

    We may also see some new and innovative advertising approaches as operators and marketing companies work to fight against the machine.

    Leave us a review on Trustpilot!

    Published: June 11, 2025

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    Polly avatar image

    Article by Polly

    CasinoWow Contributor

    Hey guys, my name is Polina but my friends and colleagues call me Polly. I am truly passionate about online casino gaming and exploring the different online gambling experiences. I'm really into diving deep into topics and researching all the details. My aim is to gather the best information and write interesting articles for all the readers at CasinoWow.

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