Promoted by celebrities and influencers followed by millions of young internet users, the online casino Stake has established itself in just a few years as one of the most visible players in the global gambling industry. Behind the spectacular winnings displayed on screen, a controversial industry is now raising questions.
A global showcase built by celebrities
Rather than relying on traditional advertising, Stake has chosen to associate its image with high-profile figures capable of instantly attracting a massive audience. Among them, Canadian rapper Drake occupies a central place. The artist regularly appears betting considerable sums of money at sporting events or gaming sessions broadcast online. These bets, sometimes presented as spontaneous, help to portray gambling as glamorous, almost mundane entertainment.
According to Bloomberg’s investigation, this visibility is not the result of chance but of particularly lucrative commercial agreements. Ambassadors are reportedly paid to play publicly. This makes it difficult for viewers to distinguish between personal entertainment and commercial promotion.
While international stars bring fame, it is content creators who ensure the casino’s daily presence among the public. American streamer Adin Ross is a perfect example of this strategy. Known for his broadcasts, which are followed by a predominantly young audience, Ross regularly streams sponsored gaming sessions. Facing the camera, wins and losses come thick and fast, creating a dramatic tension similar to that of a game show.
In comments quoted by Bloomberg, the streamer openly acknowledges the commercial aspect of these collaborations, explaining that he earns a living by entertaining his audience with this content. The contracts in question are said to be worth several million dollars.
Kick, the platform that is changing the rules of the game
Kick, Stake’s live streaming platform, has become a haven for creators specialising in gambling. Bloomberg points out that Kick offers particularly favourable conditions for streamers, including more flexible moderation of gambling-related content. This policy has attracted creators who were previously restricted on other, stricter platforms.
On screen, the most memorable moments are almost always spectacular wins. Impressive jackpots trigger screams, live reactions and bursts of enthusiasm in online discussions. For Stake, each broadcast acts as immersive advertising that cannot be replicated by traditional campaigns.
However, these moments represent a tiny fraction of the statistical reality of gambling. Losses, which are often more frequent, are less prominent or absorbed by commercial agreements between creators and platforms. Some critics believe that this staging creates a biased perception of risk. Viewers may be given the impression that winnings are common, when in fact the casino’s business model is based precisely on the house’s mathematical advantage.
Why do big celebrities win more often than others?
One thing particularly intrigues Bloomberg: the winnings posted by the biggest names associated with Stake seem significantly higher than those seen among ordinary players — and even among lesser-known streamers. During public broadcasts, some major figures rack up spectacular wins, sometimes on bets reaching several hundred thousand pounds.
According to the investigation, several industry insiders explain that collaborations between gambling platforms and ambassadors are based on mechanisms that are very different from the experience of a typical player. Some streamers allegedly use funds provided directly by the platform, commonly referred to as ‘sponsored money’.
During a particularly popular livestream in 2025, rapper Drake suffered a series of significant losses in front of thousands of viewers. His cryptocurrency balance reportedly fell from around $3.5 million to just over $400,000 during the session. That’s when Stake co-founder and CEO Ed Craven joined the conversation directly on stream. Craven then reportedly credited Drake’s account with a $500,000 deposit live on stream. Shortly after this intervention, the rapper reportedly switched slot machines to play games owned by the casino’s parent company. The momentum of the session then reversed dramatically. In just a few minutes, Drake racked up several major wins, bringing his balance back up to over £1.5 million before the end of the broadcast.
Bloomberg’s investigation, based on more than 1,500 hours of broadcast footage analysed, indicates that Drake won big approximately four times more often than the average streamer studied when playing games developed in-house by the Stake ecosystem.
Stake, for its part, claims that the odds remain the same for all players and categorically rejects any accusations of rigging, arguing that analyses based on big wins do not take into account the mathematical differences between games.
An offshore industry that is difficult to regulate
Stake operates from offshore jurisdictions, making extensive use of cryptocurrencies for deposits and withdrawals. This makes it considerably more difficult for national authorities to supervise. In several countries, online casinos are strictly regulated or even banned. Experts interviewed by Bloomberg are particularly concerned about the difficulty of applying traditional player protection mechanisms, such as deposit limits and addiction prevention programmes.
Young people at the heart of concerns
Stake’s success is largely based on a generation born with social media. Many are discovering gambling not in physical casinos, but through their favourite creators.
This development is worrying associations and researchers specialising in digital behaviour. The mix of entertainment, influence and real money is blurring traditional boundaries.
One thing is certain: by combining global celebrities, streaming and cryptocurrencies, Stake has redefined the promotion of gambling in the 21st century. It remains to be seen whether this model will be considered a revolution in entertainment tomorrow… or one of the most controversial examples of the influence economy.