As the new ambassador, Rock will take part in a series of marketing campaigns to promote the launch of BetMGM in the UK.
The first campaign of its kind is now live, with Rock sharing details of several special offers to market the launch. This includes bonuses and price increases, as well as information about exclusive content available at BetMGM.
BetMGM has also launched a responsible gaming ad specific to the UK market. Both campaigns are active across live sport, TV, out-of-home, digital, radio and social.
“We are incredibly excited to launch BetMGM in the UK and give customers something new,” said BetMGM UK director Sam Behar. “This campaign builds on MGM Resorts’ best-in-class entertainment heritage in Las Vegas to offer a unique proposition to the UK market.
“Alongside standout promotions and our ambassador Chris Rock, this campaign clearly demonstrates BetMGM’s commitment to bringing a fresh and fun approach to the market,” added Behar.
An expansion without Entain
News of BetMGM’s UK launch came last month. However, it has been revealed that Entain, which owns 50% of the joint venture with MGM, will not be involved in the UK move.
Instead, MGM is working with LeoVegas, with the new international platform now utilizing the betting company’s technology and platform. LeoVegas was acquired by MGM Resorts last year for $604 million.
This means that BetMGM UK is competing directly with Entain’s UK brands. Entain owns some of the UK’s top gaming brands, including Ladbrokes, Gala and Coral, as well as big European names such as Bwin and Eurobet.