BetMGM Launches ‘Make it Legendary’ Campaign with Jon Hamm

BetMGM, a leading entity in sports betting and iGaming, has embarked on a revitalized brand journey, debuting the "Make it Legendary" campaign in collaboration with renowned actor Jon Hamm and Highdive, a reputable independent advertising agency. The campaign underscores BetMGM’s dynamic entertainment environment, offering unparalleled experiences and world-class hospitality. Jon Hamm, an EMMY® and Golden Globe Award-winning actor, is the face of this campaign, bringing his charismatic and distinctive storytelling to the forefront of BetMGM's marketing strategy. This newly unveiled brand identity, meticulously crafted in collaboration with BetMGM’s internal creative team and driven by in-depth customer insights, positions itself for a legendary future in the entertainment and gaming industry.

A Creative Evolution Through Storytelling

On August 30, the first of six fresh commercials will premiere during college football broadcasts, setting the stage for a series of advertisements displayed across various media including television, social media, digital channels, and BetMGM venues nationwide. These spots are skillfully directed by Noam Murro, a notable two-time Directors Guild of America Director of the Year, enhancing the legendary theme with Jon Hamm’s engaging personality. According to Hamm, the campaign captures BetMGM’s essence with its wit, cinematic flair, and conveys the exceptional experience associated with the brand. The decision to collaborate with Hamm aligns with BetMGM’s strategy to embody sophistication and entertainment, reinforcing its reputation at the crossroads of these sectors. Chief Marketing Officer Casey Hurbis remarks that this campaign signifies a transformative phase for the brand, reflecting its foundational association with Las Vegas’ vibrant spirit, merging gaming thrills with entertainment.

Commitment to Responsible Gaming and Authenticity

In addition to its marketing evolution, BetMGM reaffirms its dedication to responsible gaming, which remains integral to the company’s expansion. By integrating tools like GameSense, developed by the British Columbia Lottery Corporation and licensed to MGM Resorts, BetMGM strengthens its existing responsible gaming initiatives to promote safe and enjoyable online experiences for its users. This commitment ensures that players engage with BetMGM within a secure digital space, echoing the brand's promise of legendary gaming. Mark Gross, co-founder and co-chief creative officer at Highdive, highlights the campaign’s strategic underpinnings, stating that their objective transcended conventional advertising. Instead, they sought to create a narrative platform that fosters genuine connections, allowing BetMGM to resonate authentically with modern audiences. This creative direction aims to distinguish the brand in a competitive market by establishing a long-standing rapport with players, proving that BetMGM values their interests and engagement above transient marketing messages.