As a marketing affiliate, Rock will play a key role in the UK launch of BetMGM. The initial campaign, featuring Rock, is now live and showcases various special offers to promote the launch. These offers include bonuses, price boosts, and exclusive content available from BetMGM. BetMGM has also released a responsible gambling advertisement specifically tailored to the UK market. Both campaigns are active across multiple channels, including live sport, TV, out of home, digital, radio, and social media.
“We are thrilled to introduce BetMGM in the UK and offer customers something exciting,” said Sam Behar, UK director of BetMGM. “This campaign leverages the renowned entertainment heritage of MGM Resorts to deliver a unique proposition to the UK market. With compelling promotions and our esteemed ambassador Chris Rock, this campaign undoubtedly demonstrates BetMGM’s commitment to bringing a fresh and entertaining approach to the market.”
News of BetMGM’s UK launch emerged last month, revealing that Entain, which owns 50% of the joint venture with MGM, would not be involved in the UK expansion. Instead, MGM has partnered with LeoVegas, utilizing their technology and platform for the new international platform. LeoVegas was acquired by MGM Resorts for $604 million last year. This means that BetMGM UK is now directly competing with Entain’s UK brands, which include Ladbrokes, Gala, Coral, Bwin, and Eurobet.
In addition to offering online casino content and sports betting options, BetMGM has recently formed a partnership with mental health service provider Kindbridge. Together, they will launch a pilot programme in Colorado that offers mental health services and support groups to players who have self-excluded from BetMGM. This collaboration aims to address gambling addiction and provide crucial support to those in need.
“Investing in this field is crucial for the sports betting industry,” commented Adam Greenblatt, CEO of BetMGM. “Kindbridge excels in developing top-notch mental health care that understands the unique challenges associated with gambling addiction. We are proud to champion the growth and expansion of connecting problem gamblers with the essential services they require.”
Daniel Umfleet, the founder and CEO of Kindbridge, expressed his excitement about the partnership, stating that it will greatly advance mental health support for bettors. “Relationships like this make it significantly easier for individuals seeking care to access the services they need promptly,” added Umfleet. “Together, Kindbridge and BetMGM are paving the way for better connectivity between the gaming industry and healthcare services, making a positive impact on people’s lives.”
