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BetMGM appoints UK agency roster following competitive pitch process

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BetMGM, the newly launched UK iGaming and online sports betting brand from MGM Resorts International, has appointed a roster of agencies spanning creative, media and PR following a competitive pitch process.

Recipe has been appointed as lead strategic creative agency, Boldspace to the consumer and corporate PR brief, and Tomorrow Advertising and The Media Network covering media planning and buying.

At the end of September BetMGM unveiled its first brand campaign, fronted by stand-up comedian, actor and certified, gold standard Hollywood legend Chris Rock, in a major paid media push to announce the brand to the market with a bang.

The campaign showcases globally recognised multi-award-winning entertainer, Chris Rock, travelling in a gold speedboat from the Bellagio Fountains to the Thames. The campaign aims to drive awareness of the brand and its ‘golden’ offers and products, with Chris Rock sharing details on price boosts, enhanced bonuses and the industry leading free to play £2m prize for predicting six correct Premier League scores – “Golden Goals” – as well as exclusive BetMGM content and one of the largest jackpots in the UK; currently totalling £15.4m.

In addition to the hero campaign, which has been developed in collaboration with London-based creative agency Recipe; they have produced a responsible gambling advert, dedicated to ensuring consumers keep their play safe.

Sam Behar, UK Director BetMGM, said: “We have big ambitions in the UK and needed best-in-class agencies to support us in delivering them, and 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. It’s showtime!”

Dan Jacobs, Chief Creative Officer at Recipe, said: “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! And we’re just getting started.”

Mike Robb, Co-CEO at Boldspace, said: “This is one of the most exciting moments in the UK betting and gaming industry for as long as I can remember. While many new operators have launched in the UK over the last decade, none have offered anything new. The heritage of MGM Resorts as one of the leading entertainment brands on the planet coupled with the best, most responsible online gaming experience for consumers is an incredibly positive moment and one we are hugely excited to be a part of.”

Justin Brookfield, Director at Tomorrow Advertising, said: “We’re delighted to have been appointed to manage all digital, OOH and radio advertising for BetMGM UK.  For all our years of partnering with some of the biggest names in the gambling industry, this is by far the most exciting brand that we’ve worked with to date.   We’re looking forward to working with the other agency partners to help build a brand and drive performance in a noisy, cluttered market.”

Carl Phillipson, Managing Director at The Media Network, said: “We’re thrilled to be working with BetMGM in bringing a new Golden Era of iGaming and sports betting to the UK. Launching the BetMGM TV campaign has propelled live sport to the heart of the activity, achieving mass reach within key environments. Supporting BetMGM on breaking into the UK TV & Print space has been incredibly exciting, and we are immensely proud to be a part of this journey.

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Casino Crypto Giant Bitline Partners with Ciphertrace for Enhanced Compliance in Digital Asset Transactions

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BitLine, the only industry provider for casino chip access directly from digital assets, announced a strategic partnership with Ciphertrace, a global leader in digital asset transaction monitoring known for its technology widely used by governments and law enforcement worldwide.

The collaboration follows recent developments in the digital assets industry, where regulatory actions and leadership changes have been observed. By integrating Ciphertrace, Bitline enhances its capabilities for real-time transaction monitoring and compliance with global regulatory standards. Ciphertrace automates the screening of incoming and outgoing transactions.

Bitline CEO and co-founder Richard Jones stated: “In the context of the Web3 industry today, competition is not just about bringing in a product that solves a problem, it is also about ensuring that we all stay way above the line when it comes to compliance and regulations. We are enthusiastic about this collaborative journey with Ciphertrace, reinforcing our commitment to security, compliance, and the seamless integration of innovative technologies into the digital asset landscape.”

Acquired by Mastercard in 2021, Ciphertrace is a global leader in digital asset transaction monitoring. Trusted by governments and law enforcement, Ciphertrace provides solutions for compliance, security, and risk management in the cryptocurrency space.

Bitline will implement Ciphertrace Traveler to support compliance with “Travel Rule” regulations and FATF recommendations, strengthening efforts against financial crimes. Bitline launched its service in 2023, facilitating direct access to cryptocurrency and digital asset liquidity in just minutes. The Bitline platform can be used in casinos around the world 24/7.

The latest addition of Ciphertrace’s risk threat detection tools underscores Bitline’s commitment to upholding the highest standards within Web3 compliance.

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Latest News

Unearth Riches and Mystery in Endorphina’s Latest Slot Adventure: Book of Conquistador!

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Get ready for an exhilarating journey into the unknown with Endorphina’s newest slot game release: Book of Conquistador. This game promises to transport players to a world of undiscovered wonders and hidden treasures. The slot launches on January 18th, so stay tuned!

Book of Conquistador is not just any slot game – it’s an adventure packed into a 5-reel, 3-row, and 10-payline format. Designed to immerse players in a thrilling quest, this game takes you on an expedition to uncover secrets buried beneath ancient ruins.

In this gripping adventure slot, players follow a mystical map leading to forgotten treasures, hidden deep within lost temples. The legendary Book of Conquistador, serving as both a SCATTER and WILD, is your guide to untold riches. The reels are filled with symbols of ancient gold coins, golden masks, mysterious maps, exquisite necklaces, and valuable rings – all leading the way to the legendary lost ancient city.

The excitement intensifies with the appearance of 3 or more SCATTER symbols, which trigger 10 Free Games featuring a special expanding symbol. These Free Games maintain the same bets and lines as the initial game and can be retriggered, offering endless possibilities for big wins. The WILD symbol adds an extra layer of excitement, substituting for 9 regular symbols during Free Games, except for the special expanding symbols.

A unique twist awaits players at the beginning of the Free Games feature. A special expanding symbol is randomly selected and hidden inside the Book of Conquistador. When enough of these special symbols appear on the reels, they expand vertically, potentially leading to significant payouts.

For those who like to up the stakes, the Classic Risk Game offers a chance to double winnings up to 10 times. The Bonus Pop feature is also available, adding another layer of excitement to the gameplay.

Open the Book of Conquistador and let the adventure begin! Watch as fortunes unfold and mysteries unravel, one spin at a time.

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eSports

Riot Games Announces VALORANT Esports EMEA Partnership With Unilumin

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With the start of the 2024 competitive VALORANT Esports season now underway, we’re proud to announce our partnership with Unilumin, a world leading LED display solution provider!

Unilumin has been instrumental in helping us level up the fan experience at the all-new Riot Games Arena with their industry-leading LED display technology, of which 250 square meters will now feature across the Riot Games Arena in Berlin. We’re so excited to welcome them on board as an official supplier for VCT EMEA, VALORANT Game Changers EMEA, and VALORANT Ascension EMEA.

Unilumin’s screens will light up the stage at the Berlin arena – and their logo will feature across various VALORANT Esports EMEA broadcasts throughout 2024. They’ve supplied display solutions globally from Manchester City’s Etihad Stadium to the Mercedes-Benz Arena, a mere stone’s throw away from us at the Riot Games Arena in Berlin. They’ve also worked with some of the biggest names in entertainment venues and global sports stadiums to illuminate events across the globe with grandstand, perimeter, and centerhung screens alongside scoreboards in major competition venues.

As we continue to level up the fan experience throughout 2024, we know Unilumin is the perfect partner to help us bring the most immersive experience and exciting atmosphere to the Riot Games Arena in Berlin, for our fans.

“Unilumin Sports is pleased to bring our solutions and technologies to the Riot Games Arena in Berlin and be a partner of VALORANT Esports in EMEA”, said Oscar Feng, the Global Director of Unilumin Sports. “We will use our well-designed products and fast response services to cooperate with Riot Games for their events and show the ultimate audio-visual experience to their fans.”

“After working with Unilumin for the refit of the Riot Games Arena, we’re delighted to welcome them as a supplier for our various VALORANT Esports EMEA events in 2024,” said Daniel Ringland, Head of VALORANT Esports EMEA. “Unilumin has helped us enhance the fan experience for those watching from home and joining us on-site, and we can’t wait to use their display technology throughout the season.”

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