Netflix Appoints Ian Hunter to Lead First Real Money Gaming Advertising Push

Key Takeaways

• Ian Hunter Hire: Netflix recruits former Snap Inc executive with 2017-19 Stars Group experience to head RMG advertiser relationships.
• Revenue Split: Memberships delivered $42bn of $45.3bn total group revenues in FY2025.
• Ad Growth Target: Advertising revenues expected to approximately double by 2027.
• Live Rights Secured: MLB partnership plus US Christmas Day NFL games and 2027 2031 FIFA Women’s World Cups.

Ian Hunter said: “From my first conversation with the team here at Netflix, I was instantly engaged by the opportunity to join such an exciting business. With the growth of live events, award-winning content and a massively engaged audience, there is huge ambition across the team. If anyone wants to hear more about the Netflix Ads solutions, I’d love to connect.”

The streaming company has recruited Ian Hunter from Snap Inc where he held senior commercial and client partnership roles. Hunter joins at the London office after more than eight years at Snap progressing through account management client partnerships and sales leadership.

His move brings direct gambling industry experience. Between 2017-19 Hunter served as Global Digital Marketing Manager at The Stars Group before the firm’s 2020 merger with Flutter Entertainment. This marks Netflix’s first dedicated real money gaming advertising appointment according to reporting by SBC News.

Hunter Brings Gaming Operator Insight to Netflix Ads Team

The appointment aligns with Netflix accelerating its advertising platform. Hunter knows the betting and gaming space from the inside. That matters when platforms seek to build credible relationships with RMG brands.

From the supplier side this kind of targeted hire reduces friction in commercial talks. Gaming advertisers want partners who understand compliance cycles and audience targeting without needing long explanations.

Netflix Positions Advertising as Core Growth Engine

Netflix launched its ad-supported subscription tier in late 2022. It has since invested in advertising technology sales infrastructure and live programming. Subscriptions still dominate with $42bn from memberships out of $45.3bn total group revenues in FY2025.

Ted Sarandos and Greg Peters expect advertising revenues to approximately double by 2027. Netflix holds a market capitalisation of approximately $310bn and serves more than 300 million subscribers worldwide. Its largest institutional shareholders include Vanguard BlackRock and Fidelity Inc.

Live Sports Strategy Attracts RMG Advertiser Interest

Netflix has expanded its live sports footprint over the past two years. The company maintains a partnership with Major League Baseball. It secured rights to Christmas Day NFL games in the United States and will broadcast the 2027 and 2031 FIFA Women’s World Cups for North American audiences.

These rights position Netflix as a premium live destination. RMG brands chase exactly this type of engaged audience during major events. The content draw creates natural adjacency for betting and gaming promotions.

Regulatory Risks Under EU Digital Services Act

Digital platforms now operate under tighter scrutiny in Europe. Enforcement of the EU Digital Services Act intensified throughout 2026 with demands for stronger controls on gambling advertising placement and illegal content.

X received a fine in excess of €120m for failures to police platform content and data rights. The penalty remains contested. This sets a precedent that raises compliance costs and approval timelines for any new RMG advertising partnerships.

What This Signals for Sportsbook Media Buyers

The revenue numbers and sports rights show Netflix is moving advertising from side project to strategic pillar. Sportsbook operators should map how this audience overlaps with their existing customer profiles especially around live events.

In my experience across European regulated markets these platform expansions often shift media budgets faster than expected. The real test will be whether Netflix can scale RMG ad delivery while satisfying DSA obligations. Early testing with clear performance metrics looks like the practical next step for operators and suppliers alike.