BetMGM has signed comedian Chris Rock to promote the launch of their UK online gambling and sportsbook properties across a variety of media platforms. The company is looking to harness Rock’s name brand star power, as well as his cache as a Vegas Strip performer, to help establish the brand as a sort of online Las Vegas equivalent for the UK market.
Rock’s UK BetMGM push is centered around a series of TV and internet spots that feature Rock on a boat travelling from Las Vegas to the Thames River. Along the way, the comedian hypes a number of BetMGM products and deals, including a £2 million ($2.43 million USD) prize for any sharp player who can correctly pick six Premier League matches.
Like nearly all casino ad campaigns (at least those in regulated markets) Rock’s BetMGM push will include an element promoting responsible gambling. That element is included both in the Thames River spot, as well as a standalone spot.
Sam Behar, UK Director BetMGM hyped Rock’s signing in a press release saying, “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!”
Dan Jacobs, Chief Creative Officer at Recipe gushed about campaign adding, “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!”
Rock’s BetMGM spots are currently airing in UK media markets.