Stake strikes viral gold with Drake drone stunt
Sharpr breaks down the companies, tech, and trends shaping the future of internet gambling
In this week’s edition of Sharpr…
Stake strikes viral gold with Drake drone stunt.
NJ bill will introduce esports-specific skins.
Kalshi drops a new ad ahead of the Oscars.
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Stake strikes viral gold with Drake drone stunt
Viral meme with coincidental edge, or calculated brand stunt? The best marketing will leave you guessing which—and that’s exactly what crypto operator Stake pulled off with recording artist Drake last month.
In February, a drone flew over the rapper’s Sydney penthouse apartment, capturing footage of his laptop open on Stake’s casino, then catching the moment he threw a slipper at the camera (and missed, badly).
The 30-second clip has gone completely viral since hitting the internet—not only occupying serious real estate across all social media platforms, but also major press outlets.
The video is still making waves weeks later—this time for catching the interest of the Australian aviation watchdog.
But what started as a sensational internet meme has since been debunked as a staged advertisement for Stake. Drake posted a screenshot from the video on Instagram several days after the incident with the caption “The stakes are high…but so am I,” suggesting the rapper was in on the joke all along.
While some viewers were quick to call out Drake’s long-standing partnership with Stake, it barely took any air out of the publicity stunt.
🔎 Between the lines: If you know me, you know I’ve got a soft spot for great marketing—clearly this was something that caught my attention (beyond it dominating my X feed).
Look, you’ve gotta give credit where it’s due—this clip went gangbusters, and here’s why:
Drake’s slipper toss was the secret weapon here, giving it a funny and instantly meme-able slant that would prompt widespread sharing online.
There was an air of mystique about whether or not the clip was legit—and until the rapper said something, there was also no way to tell for sure. That speculative element added fuel to the (social engagement) fire.
People didn’t just share the clip, they tried to debunk it themselves online and recover Drake’s lost slide, creating side adventures to the story which kept the content engine running.
While the news publicity was impressive, the real leverage was from optimizing the stunt for social media—a key channel for Stake’s target audience of meme-loving, crypto-holding digital natives. About 40% of that community is on X (according to data from CoinGecko), solidifying this stunt as a big W in my book.
NJ bill will introduce esports-specific skins
New Jersey lawmakers are advancing a bill that would allow esports competitors to bet on their own performance or that of their team, expanding the state's existing regulations.
Lawmakers are proposing the creation of two new esports-specific skins for state licensees to offer wagers on competitive gaming.
The bill would also allow esports players of legal betting age to wager on themselves or their teams.
The New Jersey Division of Gaming Enforcement (NJDGE) can also authorize a casino or other venue where the esports event is taking place as the exclusive operator for accepting wagers on its outcome.
Assemblyman William Moen (D-Camden)—the bill’s primary sponsor—emphasized esports’ growing presence in New Jersey, noting that multiple colleges and universities now offer esports-related degrees or certificates.
“This is certainly one avenue for us to capitalize on an emerging industry,” Moen said.
The bill has been approved by an Assembly committee, and now heads to the full Assembly and Senate for consideration—before reaching Governor Phil Murphy’s desk.
New Jersey has arguably been the nation’s leader in esports betting innovation. In 2019, Garden State regulators provided a one-off exemption which saw the state’s first legal esports wager at the Borgata casino—passing a bill two years later to permanently include competitive gaming in the state’s legal sports betting legislation.
New Jersey was also home to the country’s first esports-only operator, albeit shuttering less than a year later. In 2022, the Hard Rock Hotel & Casino in Atlantic City hosted a skill-based esports wagering event. As of March 2023, a NJDGE executive said that about half of the state’s licensed sportsbooks accept esports wagers.
Despite the state’s best efforts, it’s unclear the demand for esports betting is robust enough to warrant operators’ time and attention, but ongoing efforts to make the market more appetizing continue.
🗞 In the news
Kalshi dropped this cheeky ad ahead of the Oscars to let people know they “can trade on that.”
Justin Dellario—who previously led esports at Twitch and Unikrn—has joined sports intelligence company Score as an advisor.
Brazil has opened a “public consultation” on esports regulation.
PrizePicks is teaming up with Complexity to host a series of online Counter-Strike events starting in May.
📈 By the numbers
A Michigan bettor recently won the largest online jackpot in U.S. history, turning a $0.20 wager into over $9 million on DraftKings.
New Jersey state gaming revenue surged to $1.44B in January, up 12.5% year-on-year.
PointsBet board is backing a $219M acquisition bid.
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