Will there soon be casino adverts on Netflix?
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5 Aug 2026 •
Reading time: 4 minutes
Netflix is continuing to transform its business model by making advertising a new driver of growth. The platform has just appointed its first head dedicated to gambling sector advertisers, a move that has reignited speculation about the possible arrival of casino adverts.
Netflix prepares its advertising push
Netflix is taking a new step in the development of its advertising business. Whilst the platform plans to launch an ad-supported subscription tier in the Netherlands in 2027, another decision is attracting attention: the company has appointed its first manager dedicated exclusively to advertisers from the gambling sector.
At this stage, no official announcement has confirmed that casino adverts will be shown on the platform. However, several factors suggest that the group is preparing to develop its commercial relationships with this industry.
Netflix creates a new role for the gambling sector
Based in London, Ian Hunter has become Netflix’s first employee specifically responsible for relations with real-money betting and gambling companies.
Before joining Netflix, he spent more than eight years at Snap, Snapchat’s parent company, where he held various commercial roles. Prior to that, he was head of global digital marketing at The Stars Group, the former owner of PokerStars.
In a post on LinkedIn upon his arrival, Ian Hunter explained:
“From my very first conversation with the Netflix team, I was immediately drawn to this opportunity to join such an exciting company.”
He added that he wanted to introduce advertisers to the new advertising solutions offered by Netflix.
Advertising has become a strategic priority for Netflix
Having long been funded almost exclusively by subscriptions, Netflix is now making advertising a cornerstone of its growth.
According to figures released by the company, advertising revenue exceeded $1.5 billion in 2025, representing growth of over 150 per cent compared with the previous year. For 2026, Netflix plans to almost double this revenue again, with a target of around $3 billion.
Why betting operators are of interest to Netflix
The gambling sector is among the most active advertisers when it comes to sporting events.
Netflix, however, is gradually investing in live broadcasts. The platform already has several sports partnerships, notably with Major League Baseball; it broadcasts the NFL’s Christmas games in the United States and will broadcast the 2027 and 2031 Women’s World Cups for North American audiences.
For betting operators, these competitions represent a particularly attractive environment.
Netflix already has links with the gambling industry
Contrary to what one might think, the relationship between Netflix and the gambling sector is not new.
In the United States, the platform has already collaborated with FanDuel. During certain NFL broadcasts, this bookmaker was integrated into the pre-match programme, with presenters linking their analysis to the odds offered by the operator.
Netflix also cites a campaign carried out with DraftKings around live-streamed events to illustrate the opportunities available to its advertisers.
The company is not limiting itself to advertising. It has also authorised Light & Wonder to use the licence for the Squid Game series to develop a physical slot machine and an online casino game inspired by the series’ universe.
Increasingly sophisticated advertising technology
Netflix’s advertising system is evolving rapidly.
The platform offers several advertising formats, including adverts shown before or during programmes, adverts displayed when the viewer pauses a video, interactive formats featuring buttons or additional information, and personalised campaigns tailored to the viewer’s country, interests or the content they have watched.
Netflix has also stated that it is working on adverts that automatically adapt to different areas of the platform.
Increasingly strict European regulations
Whilst the commercial prospects exist, they are coming up against an increasingly demanding regulatory landscape.
Several European countries have significantly tightened their rules on gambling advertising.
Italy has banned advertising and sponsorship for several years. Belgium also enforces a very broad ban. Denmark is considering new restrictions.
In the Netherlands, the government wishes to go even further by imposing a total ban on advertising for online gambling. However, this proposal has not yet become law.
Added to this is the stricter enforcement of the EU Digital Services Act. Major platforms are now subject to increased scrutiny regarding the targeting of gambling-related adverts and the fight against illegal gambling offers.
Could these adverts appear in Belgium?
Belgium bans gambling adverts on television and online. However, illegal casinos often flout these rules and broadcast large numbers of adverts. The situation may vary depending on Netflix’s advertising partnerships.