Richard Gutierrez was never going to launch a gaming app endorsement without facing the question hanging over it. And that very question followed him all the way to The Blue Leaf Events Pavilion in BGC, where King.PH formally unveiled the action star as its first-ever ambassador in an event styled as his “crowning.”
It was a fitting image for an actor long associated with leading-man swagger and action-hero appeal. But beyond the royal treatment from King.PH officials Seth Jamora and lawyer Mark Gamboa, the stronger story from the night was not just that Richard had joined the platform.
It was how directly he addressed the criticism now surrounding celebrity endorsements in the gaming space.He did not pretend the issue was small.
”You’re right. This is a very controversial thing right now,” Gutierrez said when asked about the flak celebrities have been getting for endorsing gaming apps.
“[But before accepting this offer] I listened to them because I really wanted to learn about their mission and goals. I was very surprised by their commitment to responsible gaming, and that’s what they really want to push here--to keep everything balanced.”
That answer immediately gave the launch a different tone.Because while King.PH clearly wants to position itself as a more modern player in digital entertainment — one that emphasizes innovation, technology, and a better overall experience for its users — Richard made it clear that what convinced him was not just the branding, ambition, or scale. It was the platform’s stated commitment to responsibility.”
One of the deciding factors is really that King.PH is committed to promoting responsible entertainment and responsible gaming,” he said.
“That’s what I’m really passionate about, too. King.PH is not only innovating the entertainment landscape, but it is also committed to promoting responsible gaming. That’s where we really aligned — how they are able to create a balance and a healthy entertainment platform.”That balancing act became the heart of his message all evening.At a time when online gaming continues to draw scrutiny for how quickly casual play can tip into unhealthy behavior, Richard did not try to sidestep the reality that addiction is serious and that celebrity influence carries weight. Instead, he seemed determined to frame his role around awareness, moderation and restraint.”
I think it’s very, very important to spread the message,” he said. “That’s one of my main jobs too — to spread the message about responsible gaming. Enjoy it, have fun, but keep it balanced.”It was perhaps the clearest articulation of what he sees his ambassadorship to be. Not simply as a face for a campaign, but as someone expected to help shape the conversation around it.”And in the digital age nowadays, it’s very easy to get carried away,” he added.
“We’ve seen this before. That’s what I like about King.PH. When I met with the team, they really made me feel their commitment to push that message about responsible gaming. But at the same time, enjoy the platform, because what’s great about King.PH is that they are also pushing and elevating the gaming industry.”
And when asked what fans can expect from him as an ambassador moving forward, Richard said the launch is only the beginning.”I’m very excited for this,” he said.
“I’ll be active in participating in their events and also building a community with King.PH. I’ll be meeting their existing clients and community and, of course, spreading awareness about responsible gaming. It’s just the beginning of our journey.”
That may be the real duty Richard Gutierrez is taking on with this crown: not just to bring star power to King.PH, but to keep reminding people that enjoyment, no matter how glossy or accessible, still needs limits.
And while that sense of responsibility now defines this new role, he will soon return to screens in “Blood vs. Duty,” the upcoming Netflix and ABS-CBN action-drama series that marks his next big move back into action.