BetMGM Unveils New Brand Identity Featuring Jon Hamm in "Make it Extraordinary" Marketing Effort

BetMGM, a leading sports betting and iGaming company, has announced a major rebranding initiative, partnering with independent advertising agency Highdive and Emmy and Golden Globe-winning actor Jon Hamm for a fresh marketing strategy.

Casey Hurbis, the chief marketing officer at BetMGM, described the new initiative as a complete reimagining of the brand's identity. This rebrand includes a new campaign titled "Make it Legendary," featuring Jon Hamm as the brand ambassador.

Hurbis noted that Hamm's talent and broad appeal make him a natural choice to embody the brand's elevated and refined essence. The new brand identity emphasizes BetMGM's vibrant entertainment ecosystem, offering unmatched experiences, endless opportunities, and premium hospitality.

Jon Hamm, in turn, described BetMGM as a brand defined by style, noting that the "Make it Legendary" campaign perfectly captures that energy. He emphasized the campaign's wit, cinematic feel, and the way it showcases the unmatched experience of betting with BetMGM.

The first of six new commercials is set to debut on August 30, during college football broadcasts, with additional spots to be released across various platforms. The campaign is directed by Noam Murro, a two-time Director's Guild of America Director of the Year.

Mark Gross, co-founder and co-chief creative officer at Highdive, explained that the team developed a creative platform designed to give BetMGM a lasting competitive edge. According to Gross, the focus was on storytelling and building authentic connections to create a brand that resonates with today's players, rather than speaking at them. The campaign was developed in collaboration with Highdive and BetMGM's in-house creative team, based on in-depth customer research.

BetMGM's new brand positioning, according to Hurbis, emphasizes its intersection of entertainment and gaming, with the spirit of Las Vegas deeply embedded in its core. The rebrand also includes an enhancement of BetMGM's responsible gaming tools, designed to ensure customers enjoy a safe and entertaining digital experience. This enhancement includes the use of resources such as GameSense, an industry-leading program developed by the British Columbia Lottery Corporation and licensed to MGM Resorts.

BetMGM is committed to promoting responsible gaming and has reinstated this commitment in its new initiative. The company encourages its customers to play responsibly and provides various resources to help them do so.

With this new brand identity and marketing strategy, BetMGM aims to solidify its position as a leading player in the sports betting and iGaming industry, offering an unparalleled entertainment experience to its customers.

BetMGM Unveils New Brand Identity Featuring Jon Hamm in "Make it Extraordinary" Marketing Effort