BetMGM has launched an innovative campaign titled “Make it Legendary,” starring the acclaimed actor Jon Hamm. Recognized for his Emmy and Golden Globe-winning performances, Hamm is the face of the campaign developed by Highdive, a prominent advertising agency. This campaign features six multi-channel spots directed by the esteemed Noam Murro, a two-time Directors Guild of America Director of the Year. The first of these spots will premiere on August 30, 2025, coinciding with college football games, and will be broadcast across television, social media, digital platforms, out-of-home media, and BetMGM’s own properties nationwide.
This campaign marks a significant step for BetMGM as it seeks to redefine its brand image. Casey Hurbis, BetMGM’s Chief Marketing Officer, emphasized the importance of this initiative: “This isn’t just a campaign — it’s a reimagining of what BetMGM stands for. We’re at the forefront of entertainment and gaming, with the spirit of Las Vegas woven into our DNA.” The campaign celebrates the exhilarating experience of gaming, focusing on each spin, play, and reward. With Jon Hamm’s broad appeal and distinguished talent, he embodies the sophisticated essence of BetMGM, making him an ideal ambassador for the brand.
Highdive’s Mark Gross, who co-founded the agency and serves as its co-chief creative officer, echoed this sentiment. He explained that the campaign was not merely about creating advertisements but establishing a long-term creative platform that positions BetMGM advantageously. It’s focused on storytelling, fostering a genuine connection with today’s players by creating a brand that communicates genuinely with its audience, rather than at them.
Jon Hamm himself expressed enthusiasm about the project, noting, “BetMGM is all about style, and the ‘Make it Legendary’ campaign captures that energy. It’s witty, cinematic, and shows that betting with BetMGM is an unmatched experience.” Hamm’s involvement is expected to attract a wide audience, leveraging his reputation for sophistication and charisma.
This strategic marketing move comes on the heels of BetMGM’s impressive financial performance in the second quarter of 2025. The company reported a net revenue of $692 million for Q2, marking a 36 percent increase year-over-year. For the first half of 2025, revenue reached $1.35 billion, representing a 35 percent growth compared to the previous year. A breakdown of these figures reveals that igaming net revenue rose to $449 million, a 29 percent increase, while online sports net revenue soared to $228 million, up 56 percent. Additionally, the company saw a 7 percent rise in average monthly active users.
These financial results underscore the effectiveness of BetMGM’s strategies in a competitive market. The company has been capitalizing on the growing trend in digital gaming and sports betting, setting itself apart with innovative campaigns and strategic partnerships. The introduction of the “Make it Legendary” campaign aligns with BetMGM’s vision to enhance its market position by emphasizing entertainment and engagement.
However, the landscape of online gaming and sports betting is not without its challenges and competition. Rival companies are also jockeying for market share, investing heavily in marketing and brand ambassadors to differentiate themselves. This competitive pressure necessitates continuous innovation and adaptation by BetMGM to maintain its growth trajectory.
In the broader context of the industry, regulatory changes and technological advancements continue to shape the dynamics of gaming and sports betting. As companies navigate these shifts, maintaining a strong and adaptable marketing strategy becomes crucial. BetMGM’s decision to partner with Jon Hamm and Highdive reflects a proactive approach to these challenges, seeking to resonate with a diverse audience while reinforcing its brand identity.
As the campaign unfolds, it will be essential for BetMGM to monitor its impact on consumer engagement and brand perception. While the initial reception appears promising, sustained success will depend on the campaign’s ability to continue capturing interest and encouraging interaction among potential and existing customers.
In conclusion, BetMGM’s launch of the “Make it Legendary” campaign with Jon Hamm signifies a bold step in the company’s branding efforts. By focusing on storytelling and engaging consumers in innovative ways, BetMGM aims to solidify its position in the dynamic gaming and entertainment industry. With favorable financial results and a strategic marketing vision, the company is poised to navigate the challenges and opportunities that lie ahead in the ever-evolving market landscape.
David Garato is a luminary in gaming journalism, renowned for peeling back the curtain on the gaming world with his witty and insightful commentary. A decade into weaving stories from the pixelated edges of indie games to the expansive universes of AAA titles, David’s work is a thrilling blend of analysis and adventure. When not writing, he’s live-streaming, sharing his gaming exploits with an engaged and growing audience. David doesn’t just write about games; he lives them, making him a trusted guide in the gaming community.
