BetMGM, one of the leading names in the global sports betting and iGaming industry, has announced a highly-anticipated continuation of its advertising campaign, once again featuring globally renowned comedian Chris Rock. Following the success of their previous collaboration, Rock will star in a second major campaign aimed at promoting BetMGM’s expansion into the UK market. This new series of advertisements will debut across television, digital platforms, radio, and social media, commencing on 17 October.

BetMGM Unveils Second Advertising Campaign Starring Chris Rock to Promote UK Operations

The ‘Chris Rockin’ Locker Room Speech’ Concept

The centerpiece of the new campaign is the ‘Chris Rockin’ Locker Room Speech’, which showcases Chris Rock delivering a stirring, motivational address to a group of diverse athletes in a locker room. Drawing on his well-known comedic talent, Rock injects humor and passion into the scene, cleverly designed to resonate with UK audiences while promoting BetMGM’s range of betting markets, including football, darts, and horse racing.

In a nod to the comedic yet determined tone, Dan Towse, Director of Brand for LeoVegas Group, which operates under BetMGM, explained: “This new creative territory of the ‘Chris Rockin’ Locker Room Speech’ builds on the launch campaign from last year, and it’s great to be working with comedian Chris Rock again for the latest iteration.”

Towse emphasized that extensive efforts have gone into the campaign, with internal teams, creative agencies, and production houses all contributing to what he described as an “outstanding creative platform.” This campaign aims to promote BetMGM’s sportsbook offerings and reinforce the brand’s standing in the competitive UK market.

Key Betting Markets and Campaign Focus

BetMGM’s UK advertising campaign is designed to raise awareness of several key betting markets. The campaign promotes various popular sports, including:

• Football – As one of the most popular sports for betting in the UK, football markets are central to BetMGM’s strategy. The campaign encourages bettors to explore various betting options, from match outcomes to in-game markets and player performance.
• Darts – A sport with a significant following in the UK, darts betting is another key campaign focus. Rock’s humorous locker room speech introduces this market with a fun yet engaging approach.
• Horse Racing – Betting on horse racing remains a cornerstone of the UK gambling market. Through this campaign, BetMGM is looking to attract seasoned bettors while also appealing to newcomers interested in the sport.

Alongside the sportsbook offerings, the campaign includes a casino edit as part of BetMGM’s wider efforts to diversify its offerings for the UK market.

Responsible Gambling at the Forefront

BetMGM has also announced that the campaign will feature an independent advertisement focused on responsible gambling, an essential part of their overall messaging. This advert will highlight the importance of playing responsibly, providing customers with information about safe gambling practices, including deposit limits and self-exclusion options.

As the UK government continues to tighten regulations on responsible gambling and player protection, BetMGM’s decision to emphasize responsible gaming within its marketing strategy is both timely and necessary.

Chris Rock: A Natural Fit for BetMGM’s Brand

BetMGM was strategic in selecting Chris Rock as the face of its campaign, with the aim of appealing to both UK and global audiences. As a highly recognized comedian with universal appeal, Rock’s charismatic personality aligns perfectly with BetMGM’s mission to create a fun, entertaining, and engaging betting experience.

According to BetMGM’s internal statement: “BetMGM wanted a globally recognized talent who could launch the brand in the UK. Who better than American comedian Chris Rock!”

This collaboration marks another significant milestone for BetMGM as the company continues its journey toward cementing its presence in the UK’s highly competitive market.

BetMGM’s Growth in the UK Market

The UK has long been one of the world’s most mature and competitive sports betting and iGaming markets. By leveraging Chris Rock’s popularity and integrating humor with key betting markets, BetMGM aims to secure a strong foothold in this bustling industry.

In addition to brand awareness, the campaign is designed to engage a diverse audience, from seasoned bettors to newcomers, offering a comprehensive selection of sports, in-play markets, and innovative casino experiences.

As BetMGM continues its international expansion, its partnership with LeoVegas Group and this star-studded advertising campaign demonstrate the company’s long-term commitment to growing its UK customer base and competing with local heavyweights in the industry.

What’s Next for BetMGM?

BetMGM’s foray into the UK market is expected to continue expanding as the company builds on its campaign success. The combination of cutting-edge digital platforms, a robust sportsbook offering, and a focus on responsible gambling positions the company to make waves within the regulated UK gambling space.

With Chris Rock at the helm of this exciting new campaign, BetMGM is set to capture the attention of both existing bettors and a new generation of players, all while maintaining a responsible, engaging, and entertaining approach to gambling.

FAQs About BetMGM’s New Advertising Campaign Starring Chris Rock

1. What is the new BetMGM advertising campaign?

BetMGM has launched a second advertising campaign starring comedian Chris Rock. The campaign, called ‘Chris Rockin’ Locker Room Speech’, is aimed at promoting BetMGM’s sports betting and casino services in the UK market. The campaign will be broadcast on television, digital, radio, and social platforms from 17 October.

2. What is the ‘Chris Rockin’ Locker Room Speech’?

The ‘Chris Rockin’ Locker Room Speech’ is the central concept of the campaign, featuring Chris Rock delivering a humorous yet motivational speech to a group of athletes in a locker room. The speech highlights key betting markets such as football, darts, and horse racing.

3. Why did BetMGM choose Chris Rock for this campaign?

BetMGM wanted a globally recognized talent to launch its brand in the UK. Chris Rock was seen as the perfect fit due to his universal appeal and ability to resonate with a broad audience, both in the UK and internationally.

4. What are the key betting markets highlighted in the campaign?

The campaign promotes several major betting markets:

• Football – One of the most popular sports for betting in the UK.
• Darts – A sport with a strong following in the UK betting community.
• Horse Racing – A traditional and significant part of the UK gambling industry.

5. Does the campaign address responsible gambling?

Yes, the campaign includes an independent advertisement that promotes responsible gambling. It provides information on safe gambling practices, such as setting deposit limits and accessing self-exclusion options.

6. How does this campaign align with BetMGM’s strategy in the UK?

BetMGM’s collaboration with Chris Rock and focus on entertainment is part of its strategy to gain brand recognition and grow its presence in the highly competitive UK sports betting and iGaming market. The campaign is aimed at engaging both experienced bettors and new players.

7. What is the goal of the new advertising campaign?

The goal is to raise awareness of BetMGM’s offerings in the UK, highlight key betting markets, and emphasize the brand’s commitment to responsible gambling. It also aims to increase engagement with UK audiences and position BetMGM as a leading competitor in the UK gambling industry.

8. How can I watch the BetMGM campaign with Chris Rock?

The campaign will be broadcast across multiple platforms, including television, digital, radio, and social media, beginning on 17 October.

9. Is there a casino-focused part of the campaign?

Yes, a casino edit is included in the wider advertising activity, showcasing BetMGM’s online casino offerings in addition to its sportsbook services.

10. Who else was involved in the production of the campaign?

The campaign involved significant contributions from BetMGM’s internal teams, as well as external partners like the creative agency Recipe and a production house.