Bet99 Taps UFC Legend Georges St-Pierre for Responsible Gaming Push

Posted on: November 19, 2025, 01:20h. 

Last updated on: November 19, 2025, 01:47h.

Mark Keast Read More
Expertise: Canadian Gaming, iGaming, Las Vegas, Sports Betting, NFL, Boxing, UFC.
  • Bet99’s responsible gaming campaign with GSP is a continuation of 2022 campaign
  • St-Pierre is a member of the UFC Hall of Fame
  • New TV, digital and social media commercial featuring GSP started running Tuesday night

If you’re an iGaming operator and you want to run an ad campaign around responsible gambling, there’s no one better to enlist and push the message than former UFC superstar Georges St-Pierre, aka GSP.

Former UFC fighter Georges St-Pierre looks on during UFC 315 at Bell Centre last May in Montreal. (Image: Minas Panagiotakis/Getty Images)

St-Pierre, who’s in the UFC Hall of Fame, blended Brazilian jiu-jitsu, judo, and striking ability in the octagon, dominating the welterweight and middleweight divisions. He won 26 fights, only losing two, with nine title defenses, earning a reputation as one of the most technical fighters ever. St-Pierre held the welterweight UFC title for 10 years.

Grit and Discipline

The new TV, digital, and social media commercial featuring GSP is a continuation of a Bet99 ad campaign that ran in 2022. This new one features GSP in karate attire, focusing on the tools the Bet99 platform provides to help players gamble responsibly.

Done with a sense of humor, the 30-second ad has GSP ringing a doorbell of a young guy’s home, handing over a suitcase, and moving in, telling the guy, “Still Here for You!” before hanging up a “Gamble Responsibly” ad.

Bet99 is one of the earliest licensed players in Ontario’s regulated iGaming market, having received their license from the Alcohol and Gaming Commission of Ontario (AGCO) in September 2022. Ontario’s regulated market went live the previous April.

3,000 Online Casino Games

In Ontario, pro athletes are only allowed to appear in advertising campaigns that promote responsible gaming. They’re not allowed to appear in ads that promote the sportsbook or online casino platforms themselves.

Bet99 has worked with pro athletes in the past, including Auston Matthews of the Toronto Maple Leafs. Bet99 is one of 48 licensed platforms in the province offering both sports betting and casino.

Like with other operators in Ontario, casino dominates Bet99’s offerings. Out of a record CA$9.2 billion in wagers in October, 85% of that went to online casino, according to data released Wednesday by iGaming Ontario.