BetMGM Unveils Debut UK Advertising Campaign Featuring Chris Rock
BetMGM, the new UK iGaming and online sports betting brand under MGM Resorts International, has introduced its inaugural advertising campaign, enlisting the talents of stand-up comedian, actor, and iconic Hollywood figure, Chris Rock.
As the brand recently launched in the UK market, this fully integrated campaign embodies the essence of what BetMGM offers – a taste of the best Las Vegas has to offer, bringing entertainment and a fresh era to the UK’s betting industry, both in sports and online casinos.
The campaign prominently features the globally acclaimed and multi-award-winning entertainer, Chris Rock, embarking on a journey aboard a gold speedboat, sailing from the renowned Bellagio Fountains to the serene Thames. The campaign’s primary goal is to raise awareness of the brand and highlight its “golden” offerings, including insights from Chris Rock on price boosts, enhanced bonuses, and the industry-leading free-to-play £2 million prize for accurately predicting six Premier League scores – known as “Golden Goals.” BetMGM also offers exclusive content and one of the UK’s largest jackpots, currently standing at £15.4 million.
In addition to the flagship campaign, developed in partnership with London-based creative agency Recipe, BetMGM has also produced a responsible gambling advertisement, emphasizing the importance of safe play for consumers.
Sam Behar, UK Director of BetMGM, expressed his enthusiasm, stating, “We are incredibly excited to launch BetMGM in the UK and offer customers something new. This campaign leverages the heritage of MGM Resorts’ top-tier 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!”
Dan Jacobs, Chief Creative Officer at Recipe, added, “It’s been a real privilege to support the launch of BetMGM in the UK. From the outset, everyone’s ambition was to make a memorable impact in the market. Chris Rock, in a gold boat, with a lion, in the Fountains of Bellagio accomplishes exactly that!”
