Sports betting and iGaming operator BetMGM has collaborated with actress and singer Vanessa Hudgens for its latest online casino campaign, ‘Library of Games.’ Premiered on Monday, the new 30-second spot follows Hudgens through a library setting, brought to life with the BetMGM app on her phone.
In the segment, the library serves as a portal through which Hudgens and the audience are transported from one BetMGM Casino game-inspired room to another, each “more eclectic than the last.” Proclaiming itself ‘The King of Casino,’ the spot seeks to cement BetMGM’s position as a leader in the iGaming industry. The new campaign follows BetMGM’s recent series starring Jamie Foxx, which debuted in September.
“Vanessa Hudgens is a superstar who brings BetMGM to life not only as an iGaming or sports betting company but as an entertainment experience,” said Matt Prevost, BetMGM’s Chief Revenue Officer. “This is an incredible collaboration that will keep audiences old and new engaged.”
The spot was directed by GRAMMY Award-winner Calmatic, known for his work on Lil Nas X and Billy Ray Cyrus’s record-breaking ‘Old Town Road.’ Calmatic also has created content with Anderson .Paak and Tyler, The Creator.
Geno Burmester, Creative Director at 72andSunny, said: “The iGaming space is more crowded than ever. None of the competitors have the impressive library of games that BetMGM Casino offers. We wanted to bring that product truth to life in a spectacular way only this brand could.”
Of working with Calmatic, Burmester added: “Calmatic was the perfect partner. He brought a freshness and energy to every scene, elevating this library of games to a larger-than-life world anyone would want to jump into.”
BetMGM currently operates in 26 markets with mobile and retail offerings. The BetMGM Sportsbook app is accessible on both iOS and Android, as well as via desktop at www.betmgm.com.