BetMGM, a leader in the sports betting and iGaming industries, has recently launched a compelling new phase of its brand strategy. This transformation comes in collaboration with the acclaimed independent advertising powerhouse Highdive and features the celebrated American actor Jon Hamm. This move is not just a campaign; it’s a complete reimagining of the brand’s identity.
BetMGM has introduced a vibrant and dynamic brand refresh, highlighting its expansive entertainment ecosystem, which promises unmatched experiences, limitless opportunities, and top-tier hospitality. Central to this brand evolution is the “Make it Legendary” campaign, unveiled through a series of multi-channel advertisements prominently featuring Jon Hamm, an EMMY® and Golden Globe Award-winning actor who has become the new face of BetMGM.
In collaboration with BetMGM’s internal creative team, Highdive has meticulously crafted this brand refresh. The strategy is based on comprehensive customer research, ensuring that the refresh aligns with user expectations and modern market trends. The campaign’s first of six commercials is scheduled to premiere on Saturday, August 30, during the college football broadcasts, a strategic move to capture the attention of sports enthusiasts. These ads will subsequently appear across a variety of platforms, including television, social media, digital media, and even in BetMGM’s physical locations nationwide. Directed by the esteemed Noam Murro, a two-time Directors Guild of America Director of the Year, the campaign leverages Jon Hamm’s captivating charm and storytelling prowess to deliver an experience that feels both elevated and unforgettable.
Jon Hamm himself has praised BetMGM for its stylish brand aura, remarking that the “Make it Legendary” campaign encapsulates this energy perfectly. He highlighted the campaign’s wit and cinematic approach, noting how it authentically represents the unparalleled experience of engaging with BetMGM.
BetMGM’s Chief Marketing Officer, Casey Hurbis, provided insights into the ambition behind the initiative. He described it as a holistic reimagining of the brand’s identity, placing BetMGM at the intersection of entertainment and gaming, with the essence of Las Vegas ingrained in its ethos. Hurbis emphasized that the new brand positioning celebrates the excitement, spectacle, and storytelling potential inherent in every spin, play, and reward. He also noted that Jon Hamm’s broad appeal and talent make him an ideal ambassador for the brand’s sophisticated and elevated essence.
Highdive’s co-founder and co-chief creative officer, Mark Gross, delved into the strategic thinking behind the brand’s repositioning. He explained that their approach transcended traditional advertising, as they sought to build a creative platform that would secure BetMGM a lasting competitive advantage. Gross stated that the strategy centered on storytelling and establishing genuine connections with the audience, aiming to create a brand that resonates deeply with today’s players rather than merely communicating at them.
On a broader scale, BetMGM has reiterated its commitment to responsible gaming, an essential aspect of its expansion strategy. The company is dedicated to promoting responsible gaming practices by offering resources like GameSense, an industry-leading program developed by the British Columbia Lottery Corporation and licensed to MGM Resorts. This initiative complements BetMGM’s existing responsible gaming tools, all of which are designed to ensure that customers can enjoy a safe and engaging digital experience.
While BetMGM’s dynamic rebranding stands as a testament to its commitment to innovation and market leadership, some industry observers suggest a note of caution. They argue that with consumer expectations continuing to rise, maintaining a balance between innovative branding and the foundational aspects of user experience is crucial. The challenge lies in ensuring that the engaging narratives and entertainment promised by the brand are consistently delivered in practice.
Nevertheless, BetMGM’s bold move positions it as a formidable player in the competitive landscape of sports betting and iGaming. The integration of a charismatic figure like Jon Hamm is expected to attract a wide demographic, enhancing the brand’s visibility and appeal across various segments. As the “Make it Legendary” campaign takes flight, it marks a significant milestone in BetMGM’s journey, one that could redefine how entertainment and gaming converge in the digital age.
This strategic brand refresh not only showcases BetMGM’s innovative spirit but also highlights the industry’s shift towards creating more immersive and narrative-driven experiences. As Highdive continues to evolve the campaign, the emphasis will likely remain on developing authentic connections with consumers, ensuring that BetMGM not only meets but exceeds market expectations.
David Harrison stands tall in gambling journalism, marrying his firsthand casino experiences with a deep understanding of betting psychology. His articles transform complex gambling jargon into engaging tales of strategy and chance, making the world of betting accessible and enjoyable. David’s knack for narrative extends beyond print, making him a sought-after speaker on gambling trends and future bets. In the realm of gambling, David is both a scholar and a storyteller, captivating readers and listeners alike.
