Multi-awarded Filipino actor Alden Richards expands his partnership with Casino Plus, one of the country's leading responsible digital entertainment platforms licensed by the Philippine Amusement and Gaming Corporation (PAGCOR), building on a relationship that began in 2024 and has grown through shared values, responsible entertainment, and positive social community impact initiatives.
First introduced as the platform's inaugural male brand ambassador in 2024, Richards has since become one of the faces of the brand's responsible entertainment and community engagement initiatives. The partnership continues to build on the strong relationship between Richards and Casino Plus over the years.
Reflecting on the partnership, the A-list Filipino actor said he is particularly excited about the company's growing focus on creating meaningful social impact through its corporate social responsibility efforts.
“We were able to create something beautiful out of more than highlighting the brand,” Richards shared. “Right now, we are working on CSR campaigns, and I strongly believe that deepening this aspect of our relationship is where real impact happens.”
One of these initiatives is Hero For All, a nationwide search that recognizes ordinary Filipinos whose selfless acts of kindness have made a meaningful difference in their communities. The program is spearheaded by Casino Plus in partnership with the AR Foundation.
“We are very excited to make the people see the candidates na na-finalize namin because they all have compelling stories. They all have a certain inspiration to share. We are very much surprised that there are individuals like them who have not been highlighted enough in our society. We tend to forget the goodness in people so Hero For All is a reminder for that,” he said in an interview with Casino Plus.
When discussing the criteria for the candidates shortlisted for the campaign, Alden stressed that heart and purpose come first: “What we really look for is intention more than the impact. We want to give people inspiration. Kindness and goodness, may it be big or small, can go a long way.”
Beyond championing inspiring stories, Richards also underscored the importance of making responsible choices. “We are in charge of our choices. Since we are here as a brand that reminds people to be responsible in their choices and to avoid abuse of any opportunities or practices, we will keep on pushing for that. Anything that is enjoyed in excess is bad,” he added.
“When you look at a partnership that spans years, the results speak for themselves, but the foundation is built on character,” stated Casino Plus Head of Branding Roj Tirona. “His warmth, his authenticity, and the way people light up around him represent fun in its most genuine form—and that is exactly why he is the right face for Casino Plus.”
Tirona also expressed his gratitude to Richards for his continued trust and partnership, saying the company looks forward to launching more meaningful campaigns together in the future.
RESPONSIBLE GAMING ADVISORY
In accordance with PAGCOR’s Responsible Gaming Code of Practice, Casino Plus wishes to remind all players of the following:
Gaming is for entertainment purposes only. It should not be considered a source of income or a means of financial relief. Players are encouraged to play responsibly and within their means.
Winning is never guaranteed. All gaming outcomes are determined by chance. Past results, including jackpot wins, do not influence or predict future outcomes.
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