MGM Resorts International has signed Hollywood actor Chris Rock to support the launch of its BetMGM brand in the UK market.
As an ambassador, Rock will feature in a range of marketing campaigns to promote the UK roll-out of BetMGM.
The first such campaign is now live, with Rock sharing details of various special offers to market the launch. These include bonuses and prices boosts, as well as information about exclusive content available from BetMGM.
BetMGM has also rolled out a responsible gambling advert specific to the UK market. Both campaigns are active across live sport, TV, out of home, digital, radio and social.
“We are incredibly excited to launch BetMGM in the UK and give customers something new,” BetMGM UK director Sam Behar said. “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.”
BetMGM expands without Entain
News of BetMGM’s launch in the UK came last month. However, it was revealed that Entain, which owns 50% of the joint venture with MGM, will not be involved in the UK move.
Instead, MGM is working with LeoVegas, with the new international platform now utilising LeoVegas’ technology and platform. LeoVegas was acquired by MGM Resorts last year for $604m.
This means that BetMGM UK is directly competing with Entain’s UK brands. Entain owns some of the UK’s leading gaming brands, including Ladbrokes, Gala and Coral, as well as leading European names such as Bwin and Eurobet.
BetMGM is offering players in the UK access to a range of online casino content and sports betting options.
Earlier this month, Gustaf Hagman, CEO of LeoVegas, spoke with iGB about the venture. He said his company is more than ready to take on the challenge of partnering with BetMGM on its UK launch.
BetMGM and Kindbridge
The new campaign comes as BetMGM also unveiled a new partnership with mental health service provider Kindbridge.
The partnership will see BetMGM and Kindbridge offer a new pilot programme to bettors in Colorado. The programme will offer players who self-exclude from BetMGM in Colorado access to mental health services, including support groups.
“It is important that the sports betting industry continues to invest and innovate in this field,” said Adam Greenblatt, CEO of BetMGM. “Kindbridge is a leader in developing world-class mental health care that comprehends the unique challenges associated with gambling addiction.
“We are eager to champion the growth and expansion of connecting problem gamblers with the crucial services they need.”
Daniel Umfleet, founder and CEO of Kindbridge, said the partnership will help to advance mental health support for bettors.
“Relationships like this make it considerably easier for individuals seeking care to find swift access to the services they need,” said Umfleet. “Together, Kindbridge and BetMGM are pushing the envelope in creating the right kind of connectivity between the gaming industry and healthcare services that will positively impact lives.”
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