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BetMGM has appointed a team of agencies across various outlets to help the operator succeed in the UK market.

The agencies that have been appointed to assist MGM Resorts International’s igaming brand in the UK include Recipe, Boldspace, Tomorrow Advertising and The Media Network.

“We have big ambitions in the UK and need 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,” commented Sam Behar, UK Director BetMGM.

“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.”

BetMGM launched its online casino and sports betting offering in the UK market last month with an advertising campaign featuring stand-up comedian and actor Chris Rock.

Recipe is the operator’s lead strategic creative agency and collaborated with the operator to put the campaign together, which included two different adverts to address offerings and responsible play, visible across live sports, TV, out-of-home, digital, radio and social.

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

Dan Jacobs, Chief Creative Officer at Recipe, stated: “It’s been a real privilege to support 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.”

In addition to Recipe, BetMGM has also appointed Boldspace as its consumer and corporate PR brief.

“This is one of the most exciting moments in the UK betting and gaming industry for as long as I can remember,” noted Mike Robb, Co-CEO at Boldspace.

“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.”

Meanwhile, Tomorrow Advertising and The Media Network will be covering BetMGM’s media planning and buying.

“We’re delighted to have been appointed to manage all digital, OOH and radio advertising for BetMGM UK,” said Justin Brookfield, Director at Tomorrow Advertising.

“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, added: “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.”