Hollywood Star Chris Rock Champions BetMGM's Debut in the UK

OCR Editor. - September 26, 2023
BetMGM UK & Chris Rock

MGM Resorts International has enlisted the star power of Hollywood comedian Chris Rock to spearhead the launch of its BetMGM brand in the UK. Through various marketing blitz, Rock will amplify BetMGM’s entry into this new territory, underscoring its promotional offers and responsible gambling initiatives.

Star-Led Campaigns:

In a move to garner widespread attention, BetMGM has launched a series of marketing campaigns featuring Chris Rock. The first of these campaigns is already live, with Rock spotlighting the assorted special offers to mark the brand’s UK launch. Prospective customers can look forward to bonuses, price boosts, and a sneak peek into exclusive content accessible through BetMGM. Additionally, a responsible gambling advertisement tailored for the UK audience is part of BetMGM’s promotional activities, with campaigns spreading across live sports, TV, outdoor mediums, digital platforms, radio, and social channels.

MGM Resorts' Bold Entry:

BetMGM UK Director Sam Behar expressed enthusiasm about the brand’s UK launch, highlighting that the campaign melds MGM Resorts’ reputable Las Vegas entertainment heritage to present a distinctive proposition for the UK market. According to Behar, the involvement of Chris Rock accentuates BetMGM’s intent of offering a fresh and delightful approach to the market.

Transition without Entain:

The news of BetMGM's foray into the UK surfaced last month, revealing a shift from the established partnership with Entain, which shared a 50% joint venture with MGM. Instead, MGM has allied with LeoVegas, utilizing its technology and platform for the new international venture, following MGM's acquisition of LeoVegas last year at $604 million. This development pits BetMGM UK directly against Entain's UK brands, which command a strong presence with names like Ladbrokes, Gala, and Coral.

Competitive Offerings:

BetMGM is opening the doors to a vast array of online casino content and sports betting options for UK players. It's a competitive move aimed at carving a niche in a market dominated by seasoned players.

Ready for the Challenge:

Earlier this month, LeoVegas CEO, Gustaf Hagman, shared his optimism about partnering with BetMGM for its UK launch in a conversation with iGB. He asserted that LeoVegas is well-prepared for the challenge ahead, indicating a solid backing for BetMGM's endeavor to establish its footprint in the UK's thriving gaming landscape.

The amalgam of MGM’s strategic shift, star-powered campaigns, and robust offerings highlight an aggressive and well-thought-out entry into the UK market, setting the stage for an intriguing competitive scenario in the online gaming and sports betting sphere.

LeoVegas Partners with BetMGM for UK Launch:

As we reported earlier this month, LeoVegas, instead of the anticipated Entain, has been unveiled as BetMGM's partner for its UK debut, surprising the industry. LeoVegas CEO Gustaf Hagman is optimistic about thriving in the competitive UK market following this development.

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