BetMGM Unveils First Major Corporate Brand Repositioning with "Make it Legendary" Campaign

Core Insights - BetMGM has launched a brand refresh with a new campaign titled "Make it Legendary," featuring actor Jon Hamm as the brand ambassador [1][2] - The campaign aims to redefine BetMGM's identity, emphasizing its role at the intersection of entertainment and gaming, inspired by the essence of Las Vegas [2][3] - The campaign will include six new multi-channel advertisements, starting on August 30 during college football games, and will be distributed across various platforms [2][3] Company Overview - BetMGM is a leading sports betting and iGaming operator, formed through a partnership between MGM Resorts International and Entain Plc, and is headquartered in New Jersey [5] - The company offers a range of online gaming services, including sports betting and poker, leveraging state-of-the-art technology from Entain [5] - BetMGM is committed to responsible gaming, providing resources like GameSense to help customers engage safely with their platform [3] Marketing Strategy - The rebranding effort is a collaboration with the independent ad agency Highdive, which conducted extensive customer research to inform the campaign [2][3] - The campaign is designed to create a long-term strategic advantage for BetMGM by focusing on storytelling and connection with today's players [3] - Jon Hamm's involvement is intended to enhance the brand's appeal and elevate the customer experience through his charisma and storytelling ability [2][3]