Chris Rock Stars in BetMGM’s First UK Advert

October 2nd, 2023: BetMGM, a betting brand from MGM Resorts International, is now available in the UK offering UK players world-class casino and sports betting opportunities. To introduce the betting brand with a bang, the company partners with Chris Rock, an award-winning comedian, and Hollywood icon, for its first advertising campaign. For this new advert, Rock showcases his fun and playful side, reflecting the brand’s aspirations.

BetMGM UK is a brand operated by LeoVegas Group which aims to bring a golden era to the UK iGaming industry. It boasts an iCasino and online sportsbook platform which debuted on August 17, 2023 in the UK. This online platform is advertised across UK areas including Scotland, England, Northern Ireland, and Wales. 

BetMGM UK promises a ‘golden era’ in casino and sports betting 

As a new face of BetMGM, Chris Rock replaces A-lister Jamie Foxx who is experiencing an undisclosed health condition.

In the BetMGM advertisement, Chris Rock rides a gold speedboat journeying from the Bellagio Fountains to the Thames River of London and the Tower Bridge. The 30-second advertising campaign shows what clients can expect from BetMGM UK and increases players’ awareness of its products and services. Chris Rock also shares information on the enhanced bonuses, prize boosts, and largest jackpots in the UK betting industry up to £15.4 million. It also seeks to assure safe play among UK players and responsible gaming as required by the UK Gambling Commission. Rock says “With tools that help you play safe, get ready for the golden era in sports and casinos.” 

BetMGM UK Director Sam Behar said, “We are incredibly excited to launch BetMGM in the UK and give customers something new. This campaign leverages the heritage of MGM Resorts’ best-in-class Las Vegas entertainment to deliver a unique proposition to the UK market. Alongside standout promotions and our A-list ambassador Chris Rock, this campaign clearly demonstrates BetMGM’s commitment to bringing a fresh and entertaining approach to the market. It’s showtime!

BetMGM Golden Goals

Commemorating the BetMGM UK launch is the Golden Goals, a free-to-play Premier League Challenge. In this promo kickoff, BetMGM UK gives chances to new and existing customers every week to predict six Premier League scores with chances to win £2 million. If no lucky players correctly predicted the six scores, those with the most correct scores will have a share of the £2,000. You can participate in the Golden Goals promo without requirements for deposit, wagering, or withdrawals. 

BetMGM partners with Recipe, a London-based creative agency, to collaboratively develop a responsible gambling advertisement for the brand. “It’s been a real privilege to support in the launch of BetMGM in the UK. From minute one, the ambition from everyone was to stand out in the market. Chris Rock, in a gold boat, with a lion, in the Fountains of Bellagio does exactly that!,” Recipe CEO Dan Jacobs said in a statement.  

As the BetMGM ambassador, Christ Rock oversees an integrated campaign for BetMGM. UK consumers can view the advertisement through television and radio commercials, social media messaging, and billboards. The Media Network and Tomorrow Advertising handles the media planning and buying for the BetMGM advertising campaign.