BetMGM unveils inaugural UK advertising campaign
US igaming and sportsbook operator recruits Hollywood star Chris Rock to front campaign which sees him travel the River Thames
BetMGM has launched its first broadbase advertising campaign in the UK following the launch of the brand outside the continental US for the very first time last month.
The ‘hero’ advertising campaign features Hollywood star and multi-award-winning comedian Chris Rock, traveling in a gold speedboat from the Bellagio Fountains in Las Vegas to the River Thames in London.
It aims to build awareness of the BetMGM brand and so-called ‘golden’ offers and products, with Rock showcasing price boosts, bonusing and BetMGM’s ‘Golden Goals’ predictor game, similar to the Sky Bet Super Six game, in which bettors can win £250,000 for predicting six results.
The campaign will also feature exclusive BetMGM content signposting its multi-million-pound jackpots. It will air across TV, billboard, digital, radio and social media-based advertising and during live sporting events.
In addition to the hero campaign, developed in collaboration with London-based creative agency Recipe, the campaign will also feature an advert showcasing the firm’s responsible gambling tools for safer gameplay.
BetMGM has confirmed media planning and buying were handled by London-based creative agency Tomorrow Advertising and Newcastle-based agency The Media Network.
BetMGM UK director Sam Behar welcomed the debut of the new advertising campaign in the UK.
“We are incredibly excited to launch BetMGM in the UK and give customers something new,” Behar said.
“This campaign leverages the heritage of MGM Resorts’ best-in-class Las Vegas entertainment to deliver a unique proposition to the UK market.
“Alongside standout promotions and our A-list ambassador Chris Rock, this campaign clearly demonstrates BetMGM’s commitment to bringing a fresh and entertaining approach to the market. It’s showtime!,” he added.
Recipe chief creative officer Dan Jacobs added: “It’s been a real privilege to support in the launch of BetMGM in the UK. From minute one, the ambition from everyone was to stand out in the market. Chris Rock, in a gold boat, with a lion, in the Fountains of Bellagio does exactly that!”
Looking to duplicate its success in the US and Canada, BetMGM launched in the UK in August, but utilising the technology the firm obtained when it purchased Malta-headquartered operator LeoVegas in May 2022.
The UK brand functions independently of the main BetMGM brand, which is powered by Entain – MGM Resorts joint venture partner – and one of the firms it will effectively be competing against with the new UK version.