BetMGM appoints agency roster for creative, PR and media planning in the UK


iGaming and sports betting operator BetMGM has announced the appointment of a roster of agencies to support its UK operations, spanning creative, media and PR. The appointments followed a competitive pitch process.
 
Recipe has been appointed as the lead strategic creative agency, Boldspace to the consumer and corporate PR brief, and Tomorrow Advertising and The Media Network covering media planning and buying.
 
At the end of September, BetMGM unveiled its first brand campaign for the UK, fronted by stand-up comedian, actor and Hollywood personality Chris Rock, in a major paid media push to announce the expansion of the US brand into this new market. 
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 one of the largest jackpots in the UK, currently totaling £15.4 million ($18.6 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.”

BetMGM's Chris Rock campaign

Sam Behar, UK Director BetMGM, said: “We have big ambitions in the UK and needed best-in-class agencies to support us in delivering them, and I’m delighted to be working with Recipe, Boldspace, Tomorrow Advertising, and The Media Network to do just that.

“The launch of BetMGM in the UK is a major moment for us as a brand and the UK market as a whole. We want to give customers something new, leveraging the heritage of MGM Resorts’ best-in-class Las Vegas entertainment with world-leading iGaming experiences to deliver a unique proposition to UK consumers. It’s showtime!”
 
Dan Jacobs, Chief Creative Officer at Recipe, said: “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! And we’re just getting started.”


 
Mike Robb, Co-CEO at Boldspace, said: “This is one of the most exciting moments in the UK betting and gaming industry for as long as I can remember. While many new operators have launched in the UK over the last decade, none have offered anything new.

“The heritage of MGM Resorts as one of the leading entertainment brands on the planet coupled with the best, most responsible online gaming experience for consumers is an incredibly positive moment and one we are hugely excited to be a part of.”