Netflix Hires First Dedicated Real-Money Gaming Ad Executive

Netflix has made its first dedicated hire focused on real-money gaming (RMG) advertising, signaling a deeper push into betting and gaming ad revenue as the streaming giant expands its broader advertising business.

Hunter Brings Cross-Platform and iGaming Experience

The company recruited Ian Hunter from Snap Inc., where he spent over eight years in senior commercial and client partnership roles. He will now lead Netflix’s relationships with betting and gaming advertisers, operating from the company’s London office. Hunter also has direct industry experience: between 2017 and 2019, he served as Global Digital Marketing Manager at The Stars Group before its merger with Flutter Entertainment.

In a LinkedIn post announcing the move, Hunter said: “From my first conversation with the team here at Netflix, I was instantly engaged by the opportunity to join such an exciting business.”

Advertising Becomes a Growth Engine

The appointment comes as Netflix accelerates the commercial expansion of its ad-supported tier, launched in late 2022. While subscription fees still generate the vast majority of revenue—$42 billion of the company’s $45.3 billion total revenue in FY2025—advertising is viewed as a key diversification driver. Co-CEOs Ted Sarandos and Greg Peters have projected that advertising revenue will roughly double by 2027, fueled by live events, premium content, and sports programming.

Netflix now serves over 300 million subscribers worldwide and holds a market capitalization of approximately $310 billion. Its largest institutional shareholders include Vanguard, BlackRock, and Fidelity Inc.

Expanding Live Sports Portfolio

To attract high-value advertisers, Netflix has significantly expanded its live sports rights. The company has partnerships with Major League Baseball (MLB), secured rights to Christmas Day NFL games in the U.S., and will broadcast the 2027 and 2031 FIFA Women’s World Cups for North American audiences.

Regulatory Landscape Tightens

This expansion unfolds against heightened regulatory scrutiny in Europe. Enforcement of the EU Digital Services Act (DSA) has intensified throughout 2026, requiring stronger controls over gambling ad placement and targeting, as well as measures to combat illegal gambling promotions and financial scams. Notably, X (formerly Twitter) was fined over €120 million for failing to police platform content and breaching EU data rights—a penalty the company is contesting.