Above the entrance to the Paradise Walkerhill Casino in Seoul, South Korea, is a welcome sign with Robert De Niro’s photograph, but this is not an image from an old movie. The 69-year-old actor has been actively promoting the casino and appearing in multiple campaigns. The Paradise Walkerhill Casino also proudly displays De Niro on its website’s landing page, and he is not the first celebrity to become a paid spokesperson.
MGT Gaming, Inc., a part of MGT Capital Investments, has reported a dramatic increase in casino revenue over the last several years. Meanwhile, celebrities have become a more prominent part of the promotional and marketing aspects of many casinos. Robert De Niro is the latest actor to get involved, and his role as a paid spokesperson for Paradise Walkerhill Casino in Seoul has led to multiple advertising campaigns throughout the city.
Robert De Niro’s role as Ace Rothstein in the 1995 film “Casino” obviously attracted Paradise Walkerhill Casino. In addition to local advertising, De Niro has made several commercials for the casino. However, they will not be shown in the United States thanks to his strict contract. He is not the first celebrity to turn to this type of paid work. Kenny Rogers has been singing for the Barona Casino in California for several years.
The Hard Rock Hotel & Casino Las Vegas has found a unique way to use celebrities in its marketing efforts. Motley Crue’s Nikki Sixx has been featured in the on-hold messaging campaign. With casinos in Las Vegas reporting $5.77 billion in annual revenue and casinos in Atlantic City reporting $3.57 billion, celebrities will continue to flock to the paid spokesperson deals.