BetMGM unveils first UK advertising campaign featuring Chris Rock

BetMGM UK ad
Image: BetMGM

BetMGM has unveiled its first advertising campaign for the UK market following the launch of its online casino and sports betting services in the country.

The adverts feature stand-up comedian and actor Chris Rock on a golden speed boat with a lion, travelling from the Bellagio Fountains in Las Vegas to the River Thames in London, ushering in a “golden era” for sports betting and online casino.

BetMGM’s campaign will be visible across live sports, TV, out-of-home, digital, radio and social.

Sam Behar, UK Director of BetMGM, commented: “We are incredibly excited to launch BetMGM in the UK and give customers something new. 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.”

Two different BetMGM adverts have been developed in collaboration with the London-based creative agency Recipe for the campaign.

The “It’s Showtime” advert shares details on the operator’s offerings including price boosts and enhanced bonuses, while the “Stay Golden” advert lists safer gambling tools available to customers to help them play responsibly.

Last month, MGM Resorts CEO and President Bill Hornbuckle described BetMGM’s launch in the UK as a “key step” in the operator’s international growth strategy.

“It’s been a real privilege to support the launch of BetMGM in the UK,” added Dan Jacobs, Chief Creative Officer at Recipe.

“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.”