Golden Nugget Online Gaming (or GNOG, as it is also fondly known) has unveiled its first-ever cross-channel advertising campaign, marking a significant milestone in its marketing efforts. On Monday, GNOG announced that the campaign will feature the legendary actor and entertainer Neil Patrick Harris, or NPH, for short, a household name known for his diverse roles in television, film, and theater.

NPH, at one point America's sweetheart, sings ditties to players as they play games at GNOG

Neil Patrick Harris stars in two newly released commercials lasting for just 30 seconds each for Golden Nugget Online Casino, bringing his charismatic and humorous persona to the iGaming world. The commercials portray Harris as a lounge piano player-singer who magically appears wherever the GNOG player happens to be. From the vet's waiting lounge all the way to a deep-sea fishing boat, Harris serenades players with catchy tunes while they engage with the app’s table games and slot machines.

In one commercial set in a vet's office, Harris wholeheartedly sings, "Golden Nugget online casino, always a crowd pleaser, so live it up while you wait for that golden retriever;" In the other fishing spot, he croons, He's fishing for some tuna, playing live dealer while he waits. He hasn't had a nibble but he caught a pair of 8s. It's like he's sitting at the tables while he's on the high seas, Golden Nugget Online Casino, can we get some face cards please?"

Harris, affectionately referred to as NPH, has been a beloved figure in American entertainment for many years. He first rose to fame as the titular character in the ABC series Doogie Howser, M.D.; from 1989 to 1993. Afterwards, fans knew him as Barney Stinson on the long-running TV series from CBS, How I Met Your Mother. Along with this, NPH's diverse portfolio includes appearances in the Harold & Kumar movies, A Series of Unfortunate Events on Netflix,The Smurfs, and Gone Girl. Harris has also hosted the Emmy Awards (twice) and the Academy Awards, and he won Best Leading Actor in a Musical in the Tony's for his performance in Hedwig and the Angry Inch. In 2010, Time magazine named him one of the 100 Most Influential People in the world.

Different celebrity endorsements in iGaming

The legalization of online casino gambling in many states in the United States has opened up lucrative opportunities for celebrities. Actors, comedians, singers, athletes, and even reality television stars have all secured deals and sponsorship to promote iGaming platforms across various media channels. Notable names in this space include (but are not limited to) Kevin Hart, Andy Cohen, John Stamos, Vanessa Hudgens, Vince Vaughn, Jamie Foxx, and Tony Hawk.

Meanwhile, Golden Nugget Online Casino is up and running in New Jersey, Pennsylvania, Michigan, and West Virginia. The platform boasts a robust selection of over 500 slots along with table games. The campaign with NPH, aptly titled Make Any Moment Golden, will be broadcast on television in these states and targeted to users in legal iGaming markets via social media.

GNOG: a dominant force in the NJ iGaming landscape

In New Jersey, which is the most lucrative iGaming market among the legal jurisdictions, GNOG stands out as the dominant operator. As proof, Golden Nugget generated an impressive internet gross gaming revenue of almost $524.8 million in 2023, marking its best 12-month performance to date. Statewide iGaming gross gaming revenue in New Jersey totaled approximately $1.92 billion, giving GNOG a commanding market share of over 27%.

The physical Golden Nugget Hotel Casino & Marina in Atlantic City also performed well, generating a gross gaming revenue of $146.1 million from its table games and retail slots alone. In addition to its own platform, GNOG in New Jersey partners with several other prominent operators, including FanDuel, Jackpot City, BetRivers, and Betway, to extend its market reach.

The collaboration with Neil Patrick Harris signifies a strategic move by GNOG to enhance its brand visibility and appeal to a broader audience. With Harris’s widespread recognition and charm, the campaign is set to attract both seasoned gamers and newcomers to the Golden Nugget Online Casino platform. And as the iGaming industry continues to grow not just in NJ but in the US, GNOG's innovative marketing efforts and strategic partnerships position it for sustained success in the competitive landscape.