Casino Plus Renews Alden Richards Partnership With Added CSR and Responsible Gaming Elements

Casino Plus has expanded its partnership with Alden Richards. The renewed agreement adds corporate social responsibility programs and responsible-gaming campaigns to the original 2024 arrangement in which Richards became the operator’s first male brand ambassador.

The expansion keeps Richards in promotional activities while incorporating community-focused initiatives. Casino Plus disclosed neither the duration nor the financial terms of the deal, according to BusinessWorld. iGamingToday reported the addition of CSR and responsible-gaming components.

Hero For All Program Anchors CSR Component

The Hero For All initiative, launched in April 2026 with the AR Foundation, recognizes Filipinos for community service. The program uses a public nomination process and a jury that includes representatives from media, academia, PAGCOR and the AR Foundation. Richards serves as lead advocate. Honorees are chosen for acts of courage, compassion and service.

Responsible Gaming Campaigns Join the Endorsement Mix

Responsible gaming forms a second pillar. Richards stated that people are responsible for their choices and that the partnership promotes responsible behavior. Casino Plus reminds players that gaming is for entertainment and should not be treated as a source of income or financial relief.

The company holds a PAGCOR license for its online gaming platform. The responsible-gaming messages sit alongside existing surety coverage of up to P1 billion for qualified player funds. The partnership arrives amid Reddit discussions on celebrity gambling endorsements in the Philippines.

This approach layers community recognition and player-protection messaging onto a commercial ambassador deal without altering the undisclosed spending commitments.

Reporting: Times of Casino

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