Influencers urged to promote responsible gaming in Philippines
Responsible gaming is gaining renewed attention in the Philippines as regulators, industry leaders, and content creators confront the growing influence of iGaming across social media and streaming platforms.
Industry figures agree that the core issue is not the existence of online gambling, but the imbalance between regulated and unregulated platforms. Speaking with SiGMA News, Julius “Banoobs” Mariano, founder of YGS Live, said the legal market remains small compared with the scale of illegal activity. “If you check the scale, the regulated side is a fraction of the market. That’s why awareness matters,” he said.
Mariano said that this imbalance has fuelled misconceptions, scams, and unsafe player behaviour, particularly among Filipino audiences who encounter gambling content through influencers and live streams. As online content continues to shape consumer choices, he stressed that responsible gaming must be communicated where players already are, which is on digital platforms.
“If you check the scale, the regulated side is a fraction of the market. That’s why awareness matters.”
– Julius “Banoobs” Mariano, founder of YGS Live
Regulation as consumer protection
Atty. Anthony “Tony” Manguiat, President of HHR Philippines Inc., emphasised that the purpose of oversight is often misunderstood. “Gaming is entertainment, amusement, and recreation. That’s the framework regulation [that] is meant to protect,” he told local media.
According to Manguiat, safeguards such as know-your-customer (KYC) checks, age verification, and player protection tools are central to preventing harm. “Regulation is the solution to ‘rampant’ access. Regulation means KYC, age checks, and safeguards,” he explained.
He also rejected the idea that oversight stifles the industry. “We don’t treat PAGCOR (Philippine Amusement and Gaming Corporation) as a threat. We treat PAGCOR oversight as consumer protection,” he said, pointing to the regulator’s role in setting minimum standards that separate legitimate operators from illegal ones.
Research in the Philippines has shown that many users do not fully understand the legal and financial risks involved, reinforcing the need for clearer education. Sociocultural research firm The Fourth Wall revealed that many Filipinos who gamble online remain unaware of the risks tied to unregulated platforms. Out of 400 respondents surveyed in Mega Manila, Metro Cebu, and Metro Davao, 5 out of 10 respondents admitted they were unaware of the legal implications of betting on unregulated sites.
Influencers and social responsibility
With online personalities acting as key gateways to gambling content, the role of influencers emerged as a central theme. Mariano argued that reach brings responsibility. “We all have social responsibility,” he said, noting that influencers shape audience behaviour whether they intend to or not. “The very least is to promote something that is legal, which is regulated.”
Industry participants acknowledged that some creators enter agreements without realising that an operator is unlicensed. Education, rather than punishment, was positioned as the first step. Influencers were encouraged to verify platforms through official regulator listings and to understand the difference between licensed operators and sites falsely claiming legitimacy.
Filipino content creator and Buenas PH ambassador Boss Toyo said guidance is essential in a space that is already crowded with gambling-related content. “Content creation is already here. So it’s better to teach people what’s illegal versus legal and how to play responsibly,” he said.
“We are also supporting rehabilitation initiatives, including programs for addiction recovery,” he added, highlighting a growing recognition that responsible gaming extends beyond compliance with player wellbeing.
“The industry lost trust last year. The path back is transparency, regulation, and visible safeguards.”
– Jev Mark Macam, President of 888 Luxury Legacy Corporation
Rebuilding trust through transparency
Meanwhile, trust in the industry remains a fragile issue following increased scrutiny of online gambling in recent years in the Philippines. Jev Mark Macam, President of 888 Luxury Legacy Corporation, said confidence can only be restored through consistent standards.
“The industry lost trust last year. The path back is transparency, regulation, and visible safeguards,” he said.
Industry players noted that when illegal platforms dominate visibility online, the entire sector suffers reputational damage. This reinforces stigma around online casinos and leaves players exposed to scams, failed withdrawals, and data risks.
Awareness is the starting point
While enforcement remains a challenge in the Philippines, local gaming industry leaders agreed that awareness is the most practical tool available now. They said that encouraging players to check whether platforms are regulator-accredited and promoting realistic expectations around gaming are crucial steps.
For advocates of responsible gaming, the message was consistent: regulation does not eliminate gambling, but it sets boundaries that protect players and creators alike. As online play continues to grow, the responsibility to guide audiences towards safer environments increasingly rests with those who hold influence online.
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