BetMGM Sportsbook is introducing a new ad campaign timed to the start of the 2023-2024 NFL season.
The campaign promoting the offerings available through the BetMGM Sportsbook app features two different commercials, each starring actor/comedian/singer Jamie Foxx galavanting around the upscale Park MGM hotel in Las Vegas.
BetMGM Sportsbook is one of 19 online sportsbooks in the Ohio sports betting industry. This NFL season is the first full one since sports betting launched in the Ohio at the beginning of 2023.
New commercials mark Jamie Foxx’s return to showbiz
The new BetMGM commercials mark Foxx’s professional return following his months-long recovery from an undisclosed medical emergency this past spring. Foxx was hospitalized in April and filmed the new BetMGM spots in July.
Foxx has been a BetMGM brand ambassador — and has appeared in several BetMGM ad campaigns — over the past four years.
“Love and respect to my BetMGM family,” Foxx said in a press release about the new campaign. “It means a lot to be rocking with such a great brand year after year. And you know we had a good time filming in Vegas!”
The spots were directed by Wayne McClammy and produced in conjunction with the advertising firm 72andSunny.
“Jamie Foxx is an integral part of the BetMGM story, putting us on the global stage of sports and entertainment,” BetMGM’s Chief Revenue Officer Matt Prevost said. “As we enter this dynamic partnership’s fourth year, Jamie and the creative talents at 72andSunny took it to a new level showcasing our unique product and connectivity to MGM Resorts’ iconic Las Vegas destinations.”
“Doing It Live” spot promotes live betting options
The first commercial of the campaign, dubbed “Doing it Live,” spotlights BetMGM’s live betting options and is slated to debut on national television during the first weekend of NFL games.
The “Doing It Live” commercial is a mix of class and chaos, opening with the nattily-attired Foxx sitting behind the piano at the swanky NoMad Library lounge in the Park MGM hotel. As he lays down some jazzy riffs on the piano, Foxx intones, “Oh, it’s about to be a party in here.”
“BetMGM’s got all the sports betting in one place — and it’s live, baby,” Foxx continues.
The tranquility of the classy lounge is then shattered as two uniformed football players violently collide on a nearby bartop. As athletes from other sports — tennis, basketball, baseball — likewise abruptly erupt into the lounge space, Foxx extols the virtues of live betting through the BetMGM app, including features like real-time moneyline bets and second-half spreads.
Second commercial to debut later in September
The second ad of the campaign is scheduled to premiere later in September. “The Game” features Foxx talking about the wide range of wagers on the BetMGM app while walking through the Park MGM in Las Vegas.
After walking down the stairs of the Dolby Live Theater at Park MGM enveloped in a wave of sports imagery, Foxx exits the hotel and is greeted by an MGM-branded Formula 1 race car. Before Foxx drives off, iconic hockey legend Wayne Gretzky — also a BetMGM brand ambassador — makes a cameo.
“We wanted to kick things off with a bang this year and give our ads the same feel of action and adrenaline you get from using the BetMGM app,” 72andSunny creative director Geno Burmester said. “We were fortunate to get the opportunity to work with Jamie, who brought it in a way only Jamie Foxx can. And a big thanks to our director, Wayne McClammy, who elevated everything to feel larger than life with the quintessential Vegas heritage of MGM Resorts.”
Both spots end with a mention of BetMGM’s latest promo offer. On the BetMGM Ohio app, new users can receive up to $1,500 back in bonus bets if their first bet loses.
BetMGM’s online sportsbook performing well in Ohio
Since Ohio’s sports betting launch on Jan. 1, BetMGM has been one of the better-performing online sportsbooks in the state not named DraftKings Sportsbook or FanDuel Sportsbook.
In Ohio’s first seven months of sports betting, BetMGM’s handle and revenue were third best among online sportsbooks. The operator accounted for 6% of Ohio’s handle and 8% of taxable revenue.
BetMGM regularly bested second-tier online sportsbook competitors like Caesars Sportsbook Ohio and Barstool Sportsbook (soon to be ESPN Bet).
But the U.K.-based bet365 Sportsbook has been hot on its heels. In recent months, bet365 Ohio actually overtook BetMGM in handle.
According to the most recent Ohio Casino Control Commission revenue report, bet365 handled $23.5 million worth of sports bets in July. That was good for third, as BetMGM reported handling $22.9 million.
BetMGM also operates two retail sportsbooks in Ohio, including one at the MGM Northfield Park racino near Cleveland. The racino is BetMGM’s access partner for its Ohio online sportsbook. The other retail location is currently at the Cincinnati Reds’ Great American Ball Park.
However, it was recently announced that it would move to a new location. The new location is across the street from Reds’ home field and in between the city’s MLB and NFL stadiums. It’s in an area of the entertainment district called “The Banks.”