- Ivana Alawi has joined Casino Plus as its newest brand advocate, specifically to front the platform's responsible gaming campaign, urging players to treat gaming as entertainment and play within their means.
- The PAGCOR-regulated platform is using Alawi's 45M+ Facebook, 23.4M TikTok, and 20.6M YouTube following to drive both brand reach and safer gaming messaging nationwide.
- Casino Plus previously tapped Julia Barretto as its first-ever brand ambassador in 2024, making Alawi its most prominent signing to date.
- Alawi's gaming brand history includes a prior run as Bet88's ambassador starting 2022, a deal that ended in early 2026 when Bet88 moved to Kim Domingo.
Casino Plus, one of the Philippines’ leading online gaming platforms regulated by PAGCOR, has tapped actress and social media personality Ivana Alawi as its newest brand advocate, centered on promoting responsible gaming.
The government-regulated platform says the move supports its growth strategy as competition in the online gaming sector intensifies, while simultaneously pushing responsible gaming messaging to a wider audience.
Alawi commands over 45 million followers on Facebook, 23.4 million on TikTok, and more than 20.6 million subscribers on YouTube, making her one of the most commercially influential celebrities in the Philippines.
Similar to how Taraji P. Henson partnered with Fanatics Casino to bring a celebrity-led push to gaming responsibility, Casino Plus is betting on a trusted face to move the needle with Filipino audiences.
On the brand side, Casino Plus previously signed Julia Barretto as its first-ever brand ambassador in 2024, focused on its Color Game. That partnership positioned Barretto as the face of Casino Plus’s most popular games, underscoring the brand’s early strategy of using top Philippine actresses to build its player base. Alawi’s signing marks a strategic shift, from game promotion to platform advocacy.
For Alawi, this is not her first gaming brand deal. She served as Bet88’s ambassador from late 2022, a run that ended in March 2026 when Bet88 announced Kim Domingo as their new face.
Beyond gaming, Alawi has also recently held endorsements with Infinix Mobile and Haier, while continuing to build her own skincare brand, Ivana Skin, cementing her status as one of the country’s most active celebrity entrepreneurs.
Takeaways
Casino Plus is doing something smart here, they’re not just chasing eyeballs, they’re attaching a genuine message to a massive platform.
Responsible gaming campaigns with real celebrity buy-in tend to land differently than standard ads, especially when the face behind it has the credibility and reach Alawi brings.
After losing Bet88, she’s also made a quick pivot into a brand that arguably gives her more creative latitude and a more values-forward narrative. It’s a win-win that could define a new template for gaming partnerships in Southeast Asia.
Does Alawi’s transition from Bet88 to Casino Plus, with a responsible gaming angle, strengthen or dilute her brand as a gaming endorser? Could responsible gaming campaigns like this one actually shift player behavior, or are they primarily a PR shield for platforms?
