Key Takeaways
BetMGM is taking a page out of the DraftKings and Caesars Sportsbook playbook in contracting a globally known comedian and actor to headline its marketing campaign.
Chris Rock stars in the new advertising campaign for BetMGM in the United Kingdom. MGM debuted its online casino and sportsbook in the UK in August. (Image: BetMGM)In the wake of its newly launched operations in the United Kingdom, BetMGM has to advertise the platform across England, Scotland, Wales, and Northern Ireland. BetMGM is also available in Ireland.
A-lister Jamie Foxx has long been the face of BetMGM in the US. But with Foxx battling an undisclosed health ailment, which has prompted plenty of speculation on social media, BetMGM has turned to Rock, another well-known actor-comedian.
BetMGM in the UK is fully owned by MGM Resorts International and operated by MGM s subsidiary, LeoVegas Group, which it acquired last year. The platform s iCasino and online sportsbook debuted in the UK on Aug. 17, which kicked off MGM s global ambitions to enter international online gaming markets.
Rock Cruises to the UKRock is serving as the BetMGM ambassador overseas through an integrated campaign that includes television commercials, billboards, and social media messaging. In the first 30-second ad, Rock takes a gold speedboat, with an MGM lion in tow, from the Bellagio Fountains to London s Thames River and the Tower Bridge.
We re here in the UK to make every game an occasion, Rock says in the commercial.
The spot includes responsible gaming messaging, as the UK Gambling Commission now requires. In part of the gaming regulator s Responsible Gambling Code for Socially Responsible Advertising, Betting and Gaming Council members agree to reference BeGambleAware.org and feature an 18+ mark.
With tools that help you play safe, get ready for the golden era in sports and casinos, Rock declares. BetMGM. It s showtime.
