Someone flew a drone up to Drake’s multi-million £££ penthouse and caught him gambling 💸🤑

Or did they? 👀

We're going to tell you a bit about crypto gambling and how this was genius…

With no brand mention in the content, it wasn’t immediately clear what Drake was up to. But he saw the drone, threw a shoe at it, and now the clip is viral everywhere - social media, the biggest news sites, forums and more.

Then, the internet did what it does best: they started investigating.

People quickly spotted that the website on his laptop was Stake

A crypto gambling platform where players use cryptocurrency instead of traditional money.

But here’s the clever bit Drake didn’t reveal this, the audience did.

A Perfectly Engineered Marketing Play

In gambling, there are strict advertising rules on what you can and can’t say. That’s why the smartest brands don’t say it at all they get others to do it for them.

And this stunt nailed it.

Here’s how the strategy played out:

Social-first launch – A seemingly organic viral moment kicks off on social media. No obvious branding, just intrigue.

Press amplification – Media outlets pick up the clip, further pushing it into the spotlight.

The internet investigates – Users start digging, uncovering the brand connection themselves. The speculation drives even more conversation.

Brand awareness – The audience connects the dots: Drake uses crypto gambling, not traditional bookies. Stake wins without directly promoting itself.

The Power of Indirect Marketing

Stake and other crypto gambling brands like BetUS are seeing a surge in exposure without lifting a finger. Why? Because instead of telling people why they should use crypto betting platforms, they’ve let the audience piece it together themselves.

Curiosity drives engagement, and engagement builds organic demand.

Rather than spending millions on traditional advertising, this single viral moment has sent a message that:

1. Drake doesn’t go mainstream he uses online bookies

2. Rather than gambling with money he gambles with crypto

3. Crypto gambling is growing rapidly - it’s more anonymous (from partners, tax men etc)

This will generate a demand in crypto bookies and to top it off? Rack up hundreds of backlinks from the biggest media sites worldwide.

The Rising Search Demand for Crypto Bets

Crypto betting isn’t just making waves in the media it’s also driving massive search interest. In the past month alone, searches for crypto bets have surged 170%, showing clear signs of growing consumer interest.

Looking at search trends, we can see:

Spikes in interest whenever major crypto betting events happen, showing reactive search behavior.

Sustained growth in search volume, indicating this isn’t just a short-term trend.

People are actively looking for alternatives to traditional betting platforms, suggesting a shift in gambling habits.

The Drake Effect

The last 24 hours have seen a 185% surge in searches for crypto bets, aligning perfectly with the viral spread of Drake’s video.

The real-time data shows just how powerful cultural moments and influencer marketing can be in driving immediate interest and organic search demand. The pattern is clear people see the viral clip, start talking, and then search for more information.

A Lesson in Creative Marketing

The gambling industry is limited in what it can promote, so it has to be more creative than most. This was a masterclass in how to generate impressions without direct advertising.

At Rise At Seven, we are experts in creative stunts like this for gambling brands check out this recent campaighn we did for BETUS.