As part of the long-term association, the Bollywood and Telugu star will promote Khelraja’s sportsbook and casino segment across digital and offline marketing channels. 

Khelraja’s latest partnership follows a similar deal made with former Manchester United and France footballer Patrice Evra.

Country Manager of Khelraja Japneet Singh Sethi said: “Khelraja is already extremely popular amongst Southeast Asia’s growing community of online gamers, thanks to the range of its offerings.

"As one of the coolest iGaming platforms, it has a natural synergy with Esha Gupta, whose bold and vivacious persona has enthralled and entertained millions of people across the continent.

“With Esha as the face of the brand, we are confident of accelerating our current growth trajectory and achieving greater operational scale than ever.”

Gupta said: “As one of the top iGaming platforms in Southeast Asia, Khelraja offers a bouquet of options for digital-first people like me, who play online games while also getting a chance to earn real money rewards.

“I am delighted to be representing Khelraja as its brand ambassador and am looking forward to representing the brand’s offerings across channels.”

Elsewhere in the US, Parx Casino has partnered with Sightline Payments and Light & Wonder to launch cashless gaming across its casino floor. 

The agreement sees Sightline’s Play+ become the funding solution for the new Parx Wallet, which enables cashless play, with the Parx Wallet app connecting to the Light & Wonder casino management system deployed across the property.