Casino game software providers are increasingly turning to sports stars. These athletes, who have conquered stadiums and rings, are becoming ambassadors, adding dynamism and credibility to digital platforms. Their participation is not just advertising: it is a bridge between sporting adrenaline and gaming excitement. Providers use the charisma of athletes to highlight innovations in slots, live games and other mechanics, making the software more attractive to millions of users.
Such partnerships are growing: according to analysts at Slots Dynamite Casino, since 2023, the number of athlete ambassadors has increased by 25 per cent, contributing to the growth of the iGaming market by 12 per cent annually.
Cristiano Ronaldo: a global phenomenon in the world of poker
Portuguese footballer Cristiano Ronaldo, winner of five Ballon d'Or awards, has been the face of one of the leading poker software providers since 2018. His collaboration focuses on promoting online poker platforms, with an emphasis on strategic tournaments and mobile applications. Ronaldo actively shares content on social media, demonstrating how his tactical mind on the pitch resonates with card calculations.
A unique feature of this partnership is the integration of personalised chips with football elements, which increases audience engagement by 30 per cent. The athlete emphasises a responsible approach by reminding players of limits, which strengthens the provider's reputation as an ethical developer. Thanks to Ronaldo, the software has entered new markets in Asia and Latin America, where his fans make up 40 per cent of new users.
Mike Tyson: the power of the fist in slot mechanics
Legendary boxer Mike Tyson, former undisputed heavyweight champion, has been working with the slot game provider since 2015 on a long-term 15-year contract. This partnership is unique in its exclusive licence: his image is integrated into themed slots with knockout mechanics and bonus rounds that simulate fights. Tyson is involved in creating content where his video clips activate jackpots, adding drama and increasing the RTP to 96 per cent in special versions.
A special feature is the focus on mobile optimisation for quick sessions, which is ideal for combat sports fans. The collaboration also includes charity tournaments where winnings go to support new athletes, reinforcing the provider's social responsibility. As a result, slots featuring Tyson generate 20 per cent more traffic, attracting boxing audiences to innovative features such as multiplayer fights.
Lionel Messi: the magic of football in live casinos
Argentinian football genius Lionel Messi, seven-time winner of the Ballon d'Or, joined the live casino provider in 2023, synchronising this with his move to the American league. The partnership focuses on streaming games with dealers, where football elements make the sessions interactive. Messi appears in promotional videos explaining how his intuition on the pitch helps him make quick decisions at the table.
A key feature was the launch of themed tournaments with sports memorabilia prizes, which increased the retention rate by 35 per cent. The provider emphasises security through AI monitoring, and Messi promotes this in his posts, reaching 500 million views. This collaboration has expanded the software into the Latin American market, where live games have grown by 40 per cent thanks to the association with the idol.
Zlatan Ibrahimović: Swedish charm in innovative slots
Swedish striker Zlatan Ibrahimović, who has scored hundreds of goals for top clubs, became an ambassador for the slot provider in the 2020s, focusing on Scandinavian mechanics with high volatility. His role is to test beta versions and participate in the development of storylines inspired by his autobiography, where warrior heroes activate cascading wins.
A unique feature of the partnership is personal challenges in the apps, where users compete for virtual autographs, increasing daily traffic by 25 per cent. Ibrahimović emphasises the creativity of the software, comparing slots to improvisation on the field, which makes the promotion relatable. The collaboration includes educational webinars on responsible gaming, strengthening trust in Europe.
Conor McGregor: Irish fire in crypto gaming
Irish MMA fighter Conor McGregor, a two-time UFC champion, has been collaborating with a crypto casino provider since 2022, integrating blockchain into slots and poker. His ambassadorship includes live streams of sessions with NFT prizes, where strikes in the octagon metaphorically trigger bonuses. A unique feature is the focus on decentralised tournaments with low commissions, which has attracted 15 per cent of a new audience from the crypto community.
McGregor shares strategies, linking them to fight preparation, increasing conversion by 28 per cent. The partnership emphasises transparency through provably fair technology, minimising risks. As a result, the software has expanded into DeFi markets, where games with McGregor lead in engagement.
