BetMGM reveals UK agency roster to propel growth
LeoVegas and MGM Resorts International operator attempting to break through in strong UK market with new London-based creative, PR and media partners
BetMGM has unveiled a four-strong agency roster as it looks to make waves in the consolidated UK gambling market.
The venture, which is operated by LeoVegas Group and is a subsidiary of MGM Resorts International, has named partners across creative, PR and media planning and buying.
The operator has tapped London-based Recipe as its lead strategic creative agency, with the firm having previously worked with clients including Channel 4, Coca-Cola and Aubile.
Recipe led the process to bring in American comedian Chris Rock to front the new campaign for BetMGM.
The group has also produced a responsible gambling advert for BetMGM.
Soho-headquartered agency Boldspace has been added as consumer and corporate PR lead, while Tomorrow Advertising and The Media Network will cover media planning and buying.
BetMGM, which operates on Kambi’s sportsbook tech, is making a concerted push in the UK having launched on the Oddschecker grid and partnered with Premier League outfit Newcastle United.
Sam Behar, BetMGM UK director, said: “We have big ambitions in the UK and needed best-in-class agencies to support us in delivering them. I’m delighted to be working with Recipe, Boldspace, Tomorrow Advertising and The Media Network to do just that.
“The launch of BetMGM in the UK is a major moment for us as a brand and the UK market as a whole.
“We want to give customers something new, leveraging the heritage of MGM Resorts’ best-in-class Las Vegas entertainment with world-leading igaming experiences to deliver a unique proposition to UK consumers,” he added.