BetMGM Launches Bold Brand Repositioning and New Campaign Featuring Jon Hamm

BetMGM's New Brand Journey: 'Make it Legendary'

In a bold move for the sports betting industry, BetMGM has announced a significant evolution to its brand identity, introducing the captivating campaign titled 'Make it Legendary.' This initiative, developed in collaboration with the acclaimed independent advertising agency Highdive, emphasizes BetMGM's commitment to delivering an exceptional entertainment experience within the dynamic world of sports betting and iGaming.

With the 'Make it Legendary' campaign, BetMGM aims to embody not just a service but a vibrant ecosystem that opens doors to thrilling possibilities. The campaign not only reinvigorates the brand's image but also integrates the essence of Las Vegas—a hub of excitement and spectacle—into the very fabric of its identity. Emphasizing the thrills that come with every spin, play, and reward, BetMGM seeks to redefine how users experience online gaming.

The campaign is prominently featuring award-winning actor Jon Hamm as the new brand ambassador. Hamm's charisma and storytelling ability help convey the elevated experience that BetMGM wishes to deliver. In recent statements, BetMGM's Chief Marketing Officer, Casey Hurbis, remarked, “This isn't just a campaign—it's a reimagining of what BetMGM stands for. With Hamm’s natural appeal, we are poised to highlight the refined essence of our brand.” His involvement not only brings star power but also a sense of sophistication that resonates with a diverse audience.

Highdive, the creative force behind this transformation, has worked closely with BetMGM to ensure that the fresh identity aligns with customer expectations and modern trends. To achieve this, extensive customer research was conducted prior to launching the campaign, revealing insights into the desires of BetMGM's user base. As a result, the new content was tailored to promote storytelling and connections, rather than simply pushing a service.

The 'Make it Legendary' campaign will debut with a series of six new advertisements, the first of which is set to air on August 30 during college football broadcasts. This strategic timing capitalizes on the sports season's kickoff, tapping into the excitement surrounding college football. Additional promotional efforts will span across various platforms, including TV, digital channels, social media, and out-of-home advertising, extending the campaign's reach to a broader audience.

Directed by renowned filmmaker Noam Murro, a two-time Directors Guild of America award winner, the commercials will leverage Hamm's unique storytelling charm to create an immersive advertising experience. Hamm himself expressed enthusiasm for the campaign, stating, “BetMGM is all about style, and the 'Make it Legendary' campaign captures that energy. It's witty, cinematic, and shows that betting with BetMGM is an unmatched experience.”

In light of its rapid growth into new markets and continuous innovation in features, BetMGM emphasizes responsible gaming as a crucial aspect of its operations. To assist users in playing safely, BetMGM has integrated the GameSense program into its digital platforms, a leading initiative developed by the British Columbia Lottery Corporation. This program allows customers to access the same reliable resources they experience at MGM Resorts properties, promoting a secure and enjoyable gaming environment.

As BetMGM sets forth on this exciting new chapter, it highlights an important balance between entertainment and responsibility, ensuring a safe digital experience for all users. As the campaign unfolds, it's clear that BetMGM is ready to establish itself not just as a betting platform, but as a distinguished player in the world of entertainment and gaming. For those interested in following this new journey, updates will be shared on their social media platforms, including Twitter, under the handle @BetMGM, and on their website at betmgminc.com.

In summary, the launch of the 'Make it Legendary' campaign signifies not just a marketing initiative but a visionary overhauling of the BetMGM brand, enhancing its appeal and presence in the growing market of online gaming. This new direction, through the collaboration with Highdive and the star power of Jon Hamm, positions BetMGM at the forefront of a competitive landscape, ready to engage and inspire its audience in new and profound ways.