Chris Rock to Collaborate with BetMGM, Introducing iGaming and Online Sportsbook in UK
BetMGM is borrowing a page from DraftKings' and Caesars Sportsbook's book by hiring a globally recognized comedian and actor for its advertising campaign.
BetMGM has teamed up with Chris Rock in its expansion to the United Kingdom, where the online gambling platform will be advertised across England, Scotland, Wales, and Northern Ireland. BetMGM is also available in Ireland.
Previously, Jamie Foxx had been the face of BetMGM in the United States. However, with Foxx dealing with a private health issue that has sparked a lot of gossip on social media, the platform has now turned to Rock, who's another well-known actor-comedian.
BetMGM operates in the UK under the ownership of MGM Resorts International and through its subsidiary, LeoVegas Group, which the company acquired last year. The UK launch of BetMGM's iCasino and online sportsbook took place on August 17, signaling MGM's goal to enter various global online gaming markets.
Rock's Transatlantic Trip
Rock is serving as BetMGM's representative for the British market through an integrated campaign involving television commercials, billboards, and social media messaging. In the first 30-second advertisement, Rock pilots a gold speedboat from the Bellagio Fountains to the River Thames and Tower Bridge in London, accompanied by an MGM lion.
Rock says in the commercial: "We're here in the UK to make every game an event."
The advertisement includes responsible gaming messaging, as the UK Gambling Commission now requires. Under the Responsible Gambling Code for Socially Responsible Advertising, Betting and Gaming Council members agree to mention BeGambleAware.org and display the "18+" mark.
"With tools to help you play responsibly, get ready for the golden era of sports and casinos," Rock states. "BetMGM. It's showtime."
Rock joins another comedian, Kevin Hart, in representing one of the "big four" US-based sportsbook and online gaming operators - BetMGM, Caesars Sportsbook, DraftKings, and FanDuel.
Hart has been the face of DraftKings' promotional campaigns for years, with his latest appearance being in the March release of "Hart-Race Hold'em," an interactive heads-up Texas hold'em table game featuring over 1,100 original one-liners and quips.
Caesars Sportsbook, meanwhile, uses the lesser-known actor and comedian, JB Smoove, to pitch its services. The "Curb Your Enthusiasm" star features in the Caesars Sportsbook advertisements.
FanDuel takes a slightly different route, instead featuring a variety of "influencer partners." Among these FanDuel ambassadors are three-time golf major winner Jordan Spieth, four-time Super Bowl champion Rob Gronkowski, and 11-time NBA All-Star Charles Barkley.
Launch Promotion
Celebrating BetMGM's debut in the UK, the platform is holding a free-to-play Premier League contest called "Golden Goals." This allows both new and existing users to predict six Premier League match outcomes each week for a chance to win £2 million.
If no one successfully predicts the correct scores, the lucky players with the most accurate predictions will share a prize of £2,000.
Registration for the Golden Goals game is free and doesn't require any deposits or wagers from the players.
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Source: www.casino.org
