Netflix Prepares to Work With Gambling Industry Advertisers
Netflix has for the first time hired a dedicated executive to work with advertisers in the real-money gambling sector. The RMG division in the streaming service's London office will be headed by Ian Hunter, who previously worked at Snapchat. He announced his move on LinkedIn.
Hunter joins Netflix with experience well suited to the new role. Before the move, he spent more than eight years in senior positions at Snap, and from 2017 to 2019 he was responsible for global digital marketing at The Stars Group. The gambling group later merged with Flutter Entertainment.
The appointment itself does not mean that betting and online casino advertising has already appeared in Netflix films and series. When the ad-supported plan launched in November 2022, the service did not allow the promotion of gambling, cryptocurrencies, or political campaigns. However, the appearance of a dedicated RMG executive clearly shows that the company is at least preparing infrastructure for cooperation with regulated gambling brands.
For operators, Netflix could become an especially attractive platform thanks to its growing number of live sports broadcasts and other events that viewers watch in real time. These are exactly the kinds of formats that usually attract betting companies because they allow advertising to be shown to audiences directly before a match or during major tournaments.
Expanding the list of potential advertisers fits into Netflix's broader strategy. In 2025, the service's advertising business generated about $1.5 billion, and for 2026 the company has set a goal of approximately doubling that figure to $3 billion.
Netflix has not yet officially announced exactly when gambling ads may appear on the platform or in which countries they will be allowed. Given differences in local legislation, the launch will most likely require separate rules for each market. But Hunter's appointment suggests that gambling is no longer viewed by the service as a completely closed advertising category.
Olivia Grant is an iGaming news reporter at CasinosInCanada who covers casino industry updates, regulations, and market developments.
