BetMGM unveils first ad campaign for the UK featuring Chris Rock

MGM Resorts International's newly launched UK iGaming and online sports betting brand BetMGM unveiled on Friday its first advertising campaign, featuring stand-up comedian, actor, and Hollywood celebrity Chris Rock. UK consumers will encounter the campaign across live sports, TV, out-of-home, digital, radio and social. 

"Having recently launched the brand, the fully integrated campaign reflects how BetMGM provides the best Las Vegas has to offer, bringing entertainment to the UK betting industry and introducing a new golden era in sports and online casinos," the company said of its campaign.

The campaign showcases Chris Rock traveling in a gold speedboat from the Bellagio Fountains to the Thames. The campaign aims to drive awareness of the brand and its offers and products, with Chris Rock sharing details on price boosts, enhanced bonuses, and a free to play £2 million ($2.4 million) prize for predicting six correct Premier League scores - "Golden Goals" - as well as exclusive BetMGM content and a massive UK jackpot totaling £15.4 million ($18.7 million).

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

Sam Behar, UK Director of BetMGM, said: "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!" he added.

For his part, Dan Jacobs, Chief Creative Officer at Recipe, commented: "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!"

Media planning and buying was handled by Tomorrow Advertising and The Media Network.