BetMGM appoints UK agency roster following competitive pitch process

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.