The public is obsessed with celebrities. Did you know that 40% of the American public believes celebrities get too many column inches according to previous research by the Pew Research Center? Even the British Broadcast Corporation, the same one that states the age of the celebrity is over, regales how famous people are able to stay in the limelight as their star fades away. However, it isn’t the studies or the endless stream of celeb news that prove how much ordinary people are obsessed with celebrity culture. If you want hard evidence, you only have to look to betting companies to see how they profit.
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Wagering Events
A normal event for a betting company would include a sports match, yet there is nothing normal about the industry anymore. While sporting events make up a large percentage of the yield for wagering firms, the fact that the global gambling market is expected to reach $500 billion by 2022 is a tribute to how they have diversified. Today, the question, ‘did you check the sports personality of the year odds?’ is common because viewers want to mix entertainment with profits – and, by the way, this year Lewis Hamilton is a shoo-in with odds of -220. The same applies to events considered more high-brow too, such as Time’s Person of the Year. With 26 million readers worldwide, 20 million of which are based in the United States, or 400,000 readers per issue the demand for celebrity news is at fever pitch, regardless of the publication. Without it, betting businesses wouldn’t be able to use these offerings to expand the industry’s gross gambling yield.
Presidential Elections
Elections carry so much weight, and the consequences are so high, that they are often exempt from the celebrity bandwagon. However, this has changed over the years, and it’s not only because of Donald Trump. The President’s ability to make compelling television is a factor, but the other contenders are too. Hilary Clinton, for example, was part of the reason record wagering amounts were recorded in 2016 at $130 million. In 2012, the amount was $50 million. Although the figures vary depending on the contest, the numbers prove that the presidential elections are popular among gamblers. With the markets limited, it highlights how people are willing to follow anything celebrity-related to get their fix, even if the outcome changes lives for the better or for worse.
.@Cher has been a dear friend of mine for many years, and I can’t think of anyone better to provide the inspiration and motivation to power us through the next few days. Join us tomorrow. https://t.co/YZDhCCOpXm pic.twitter.com/gChXqQlAxS
— Hillary Clinton (@HillaryClinton) October 28, 2020
Free Bets
Free bets are staples of betting companies as they encourage casual gamblers to dip their toes in the water. However, promotions for celebrity-based wagers aren’t for those who are disengaged with celebrity culture. From guessing the name of Kim Kardashian and Kanye West’s baby to who the members of One Direction will date next, the free bet offerings highlight the interest of the general public. After all, the establishments wouldn’t provide them in the first place if they didn’t think they would gain traction. They are entertainment as well as profitable revenues, yet this doesn’t take away from the interest they receive.
Betting companies have numerous celebrity-centric products and services that highlight the intensity of the market.
