Casino Plus has expanded its existing partnership with actor Alden Richards to include corporate social responsibility (CSR) programs and responsible-gaming campaigns. The renewed arrangement builds on Richards’ role as the company’s first male brand ambassador, a partnership that began in 2024. Under the expanded agreement, Richards will continue participating in promotional activities while also taking part in community-focused initiatives and campaigns promoting responsible choices among online gaming users.
One program connected to the arrangement is “Hero For All,” an initiative run with the AR Foundation that recognizes individuals for community service. Casino Plus has not disclosed the duration, financial terms, or spending commitments associated with the expanded partnership. The company has also said responsible-gaming messages will form part of the arrangement alongside its existing promotional activities.
Casino Plus Expands Alden Richards Partnership With CSR Program
The expanded arrangement adds community and responsible-gaming activities to Casino Plus’s existing relationship with Alden Richards. Richards became Casino Plus’ first male brand ambassador in 2024, and the renewed agreement keeps him involved in promotional activities while adding participation in CSR initiatives and responsible-gaming campaigns. iGamingToday reported on the expanded partnership, while BusinessWorld said that the financial terms, duration, and spending commitments were not disclosed.
One of the initiatives covered by the expanded arrangement is Hero For All, a program Casino Plus runs with the AR Foundation. The initiative was launched in April 2026 as a nationwide search recognizing Filipinos for acts of service in their communities. On the launch the program was a search for individuals whose community work had made a difference. The program included a public nomination process, with submissions requiring information about nominees and supporting material. A jury involving representatives from media, academia, PAGCOR and the AR Foundation was also announced as part of the selection process. A report published in August said the honorees were selected for acts of courage, compassion and service, with Richards serving as the program’s lead advocate.
Richards has also addressed the responsible-gaming element of the partnership. He said the expanded relationship includes CSR campaigns and messaging about making responsible choices. The development gives the existing ambassador arrangement an additional community-focused component, but the available announcements do not specify whether more CSR programs will be added under the renewed agreement. Casino Plus has also not disclosed how much of the partnership’s resources will be directed toward the new activities.
Responsible Gaming Messages Included In Expanded Partnership
Responsible gaming is another component of the renewed arrangement. Casino Plus said the partnership will include campaigns encouraging responsible choices among online gaming users. Richards also addressed the issue in comments reported by Mindanao Daily News, saying that people are responsible for their choices and that the partnership would continue promoting responsible behavior. The company said its responsible-gaming advisory reminds players that gaming is for entertainment and should not be treated as a source of income or financial relief.
The company operates an online gaming platform licensed and regulated by the Philippine Amusement and Gaming Corp. (PAGCOR), according to the reports. The responsible-gaming framework referenced in the company’s announcements includes reminders that winning is not guaranteed and that players should remain within their means.
The partnership comes amid broader online discussion about celebrities promoting gambling platforms in the Philippines. A discussion on Reddit included Alden Richards among celebrities associated with gambling promotions, with commenters debating the wider role of celebrity endorsements. These comments shows individual Reddit users’ views rather than an assessment of the Casino Plus partnership itself.
That the program provides surety coverage of up to P1 billion for qualified player funds, subject to the program’s conditions. The responsible-gaming component of the Richards partnership therefore sits alongside existing measures and the company’s broader regulatory obligations. The expanded agreement combines Richards’ continuing promotional role with the Hero For All community program and responsible-gaming campaigns.
