BetMGM Super Bowl commercial
Image: BetMGM

DraftKings and BetMGM both utilised the massive stage that is the Super Bowl in order to continue their marketing push and strengthen their brand in North America. 

The BetMGM advert, which continues an elevated marketing push for the operator both in the UK and in North America, featured NFL icon Tom Brady and was hosted by Vince Vaughn. 

Vaughn narrates the sentiment that the BetMGM app is ‘for everyone except Tom Brady as he has won enough’, the record-breaking quarterback was also joined by NHL legend, Wayne Gretzky. 

It’s an advert that was widely lauded as one of the most comical and engaging plays of the Super Advertisement spread. 

DraftKings also brought in one of comedy’s big guns, as Kevin Hart took to the stage and parodied an old school coach celebrating with the team after what can only be assumed was a big victory. 

Advertising during the Super Bowl continues to be a lucrative spot for brands, with online gambling operators looking to tap into the engagement and global audiences of the event. 

This year’s showpiece event felt like an even greater stage for the gambling industry as it was hosted in Las Vegas, bringing in significant revenue and tourism for Sin City. 

Prior to the event, the American Gaming Association (AGA) predicted that a record 67.8 million Americans could wager on Super Bowl LVIII on Sunday between the Kansas City Chiefs and San Francisco 49ers. The estimated figure of potential bettors would be a 35% increase compared to Super Bowl LVII.

“As the Super Bowl comes to Las Vegas for the first time, this year’s record interest in wagering marks a full circle moment for the U.S. gaming industry,” said AGA President and CEO Bill Miller. 

He added: “Our priority remains getting this opportunity right by providing the consumer protections only a regulated market can guarantee and investing in responsible gambling tools, safeguards, and education.”

Elsewhere, the Beckhams, Matt Damon and a much anticipated trailer for the new Deadpool film all featured as the event once again saw marketing stakes elevated.