TLDR
- Casino Plus has expanded its partnership with actor Alden Richards to include CSR programs and responsible-gaming campaigns.
- Richards first joined as the company’s first male brand ambassador in 2024.
- The deal adds “Hero For All,” a community recognition program run with the AR Foundation.
- Casino Plus did not disclose the agreement’s length, financial terms, or budget.
- The PAGCOR-regulated company launched a P1 billion player fund protection program in December 2025.
Casino Plus has expanded its partnership with actor Alden Richards. The deal now covers corporate social responsibility programs and responsible-gaming campaigns, in addition to promotional work.
Richards first joined Casino Plus as a brand ambassador in 2024. He was the company’s first male brand ambassador.
Under the renewed arrangement, Richards will keep taking part in promotional activities. His role will also include community-focused initiatives and campaigns that encourage responsible choices among online gaming users.
Casino Plus did not say how long the renewed agreement will last. It also did not share the financial terms or how much money will go toward the expanded activities.
Community Program Added to the Deal
One initiative in the expanded agreement is called “Hero For All.” Casino Plus runs the program with the AR Foundation.
The initiative recognizes people selected for their service to their communities. Its inclusion moves the partnership beyond traditional marketing work.
The company did not say how many people will be recognized through the program. It also did not share a schedule for related events.
Casino Plus did not confirm whether more CSR projects will be added later. However, it said responsible-gaming messages will be part of the arrangement going forward.
Responsible Gaming at the Center
Casino Plus said responsible gaming will be a central part of the renewed partnership. The company plans to keep promoting responsible choices and discouraging misuse.
Richards said people remain accountable for the choices they make. He said Casino Plus will continue to promote responsible behavior and discourage abuse involving gambling.
The company operates an online gambling platform regulated by the Philippine Amusement and Gaming Corp., known as PAGCOR. Casino Plus said its safety measures include know-your-customer checks and age verification.
Its responsible-gaming advisory says gambling should be treated as entertainment. The advisory adds that gambling should not be seen as a source of income or a way to solve money problems.
Casino Plus also reminds players that winning is not guaranteed. These messages are meant to inform users about the risks of gambling.
In December 2025, the company launched the PhilFirst Surety Bond Protection Program. It provides surety coverage of up to P1 billion for qualified player funds.
Casino Plus said the program is one of the safeguards tied to its online gaming operations. Coverage applies to qualified player funds under the program’s conditions.
Under the arrangement announced on September 29, 2026, Richards will remain a brand ambassador while taking part in “Hero For All.” The company said the partnership will continue to combine promotion, community programs, and responsible-gaming campaigns.
