MGM Resorts International, the famous international gambling and entertainment conglomerate, has announced it hired Chris Rock, the major Hollywood movie star, to help the company’s effort of launching its BetMGM brand in the United Kingdom.
Chris Rock will act as a brand ambassador for BetMGM and he will feature in various marketing campaigns designed to promote the brand in the United Kingdom market.
The first marketing campaign has already kicked off, featuring Chris Rock revealing to the public details about the various special offers prepared by the online casino for its new customers in the country.
The offers include bonuses and price boosts, along with exclusive content that is available only at BetMGM. The company has also presented a responsible gambling advert designed specifically for the UK market.
Sam Behar, the Director of BetMGM UK declared himself “incredibly excited” to launch the brand in the United Kingdom. About the campaign, the Director explained that it “leverages the heritage of MGM Resorts’ best-in-class Las Vegas entertainment to deliver a unique proposition to the UK market.”
The BetMGM UK Director added that Chris Rock is an “A-list ambassador” for the brand, and hiring such a big star demonstrates the company’s “commitment” to one of the largest regulated gambling markets in the world.
Expansion Without Entain
BetMGM is a joint-venture between MGM and Entain, another major international sports betting and online casino operator. However, for the UK launch of BetMGM the brand worked with LeoVegas instead of Entain. LeoVegas was acquired by MGM Resorts in 2022 for 604 million dollars and it provided the technology and the platform for BetMGM’s UK launch.
As a result, BetMGM UK will compete directly with brands such as Ladbrokes, Gala and Coral, which are all owned and operated by Entain. Gustaf Hagman, the Chief Executive Officer of LeoVegas, declared that his company was ready to help BetMGM become a success in the United Kingdom.
At the same time, BetMGM also announced a partnership with Kindbridge, a mental health provider that will help the company design support programmes for those who choose to self-exclude from gambling on the operator’s platforms.
Adam Greenblatt, the Chief Executive Officer of BetMGM, underlined the importance of this partnership and declared that his company was “eager to champion the growth and expansion of connecting problem gamblers with the crucial services they need.”
Source: “BetMGM signs Hollywood star Chris Rock to support UK launch“. iGaming Business. September 25, 2023.