BetMGM Launches New Brand Campaign Featuring Jon Hamm
BetMGM is rolling out a new brand identity and a multi-channel advertising campaign, featuring the actor Jon Hamm, in a strategic effort to reposition itself in the competitive U.S. gaming market. The new campaign, built around the tagline “Make it Legendary,” aims to highlight the company’s connection to the entertainment and hospitality world of its parent company, MGM Resorts.
A New Face and a New Focus
The centerpiece of the new campaign is a series of television and digital ads starring Jon Hamm. The Emmy and Golden Globe-winning actor will serve as BetMGM’s newest brand ambassador, leveraging his “charisma and storytelling charm” to embody the brand’s more refined and cinematic new direction.
“BetMGM is all about style, and the ‘Make it Legendary’ campaign captures that energy,” Hamm said in a statement. “It’s witty, cinematic, and shows that betting with BetMGM is an unmatched experience.”
The campaign’s creative was developed in partnership with the independent ad agency Highdive and was informed by extensive customer research. The first of six new spots is scheduled to debut during college football broadcasts on August 30.
A “Reimagining of What BetMGM Stands For”
The new positioning is more than just a marketing slogan; it’s a fundamental reimagining of the brand’s core identity. BetMGM aims to move beyond the nuts and bolts of betting to create a narrative that emphasizes an elevated, Las Vegas-style experience.
“This isn’t just a campaign — it’s a reimagining of what BetMGM stands for,” said Casey Hurbis, Chief Marketing Officer at BetMGM. “We’re at the forefront of entertainment and gaming, with the spirit of Las Vegas woven into our DNA.”
This strategy is about creating a “long-term advantage” by building a brand that connects with players on a storytelling level.
“We didn’t just create ads — we built a creative platform that gives BetMGM a long-term advantage,” said Mark Gross, co-founder of Highdive. “This is about storytelling, connection and creating a brand that truly speaks to today’s players, not at them.”
Responsible Gaming Remains a Key Component
Alongside the new marketing push, BetMGM reiterated its commitment to responsible gaming. The company highlighted its integration of the GameSense program, a responsible gaming tool developed and licensed to MGM Resorts. This program, which is available on BetMGM’s mobile and desktop platforms, provides users with resources and information to help them play responsibly.
The “Make it Legendary” campaign represents a significant investment for BetMGM as it seeks to differentiate itself in a crowded marketplace by leaning into its unique heritage and its connection to the world of high-end entertainment.
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