BetMGM Unveils First Major Corporate Brand Repositioning with "Make it Legendary" Campaign
Rhea-AI Summary
BetMGM (GMVHY) has launched its first major corporate brand repositioning with the new "Make it Legendary" campaign, featuring Emmy and Golden Globe Award-winning actor Jon Hamm as brand ambassador. The campaign, developed in collaboration with ad agency Highdive, showcases BetMGM's entertainment ecosystem and Las Vegas-inspired hospitality.
The campaign will debut on August 30, 2025, during college football games, with six new spots rolling out across multiple channels including TV, social, digital, and out-of-home advertising. The spots, directed by award-winning director Noam Murro, emphasize BetMGM's commitment to elevated experiences and responsible gaming through its GameSense program.
Positive
- Partnership with high-profile celebrity Jon Hamm enhances brand visibility
- Comprehensive multi-channel marketing campaign across TV, social, digital, and out-of-home platforms
- Integration of responsible gaming features through GameSense program
Negative
- No specific metrics or financial impact of the rebranding campaign disclosed
News Market Reaction – GMVHY
On the day this news was published, GMVHY declined 1.25%, reflecting a mild negative market reaction.
Data tracked by StockTitan Argus on the day of publication.
Sophisticated brand refresh launches with new spots starring award-winning actor Jon Hamm
Click here to download and view campaign photos (credit: BetMGM)
"This isn't just a campaign — it's a reimagining of what BetMGM stands for. We're at the forefront of entertainment and gaming, with the spirit of
Click here to view the "Legendary Photos" spot
Highdive worked hand-in-hand with BetMGM's creative team on the transformation, informed by extensive customer research. The first of six new spots is scheduled to premiere Saturday, Aug. 30 during college football games, with additional spots rolling out across TV, social, digital, out-of-home and BetMGM properties nationwide. Directed by two-time Directors Guild of America Director of the Year Noam Murro, the spots leverage Hamm's charisma and storytelling charm to make every interaction feel like an elevated experience.
Hamm said, "BetMGM is all about style, and the 'Make it Legendary' campaign captures that energy. It's witty, cinematic, and shows that betting with BetMGM is an unmatched experience."
Mark Gross, co-founder and co-chief creative officer at Highdive, emphasized the strategic depth of the repositioning and said, "We didn't just create ads — we built a creative platform that gives BetMGM a long-term advantage. This is about storytelling, connection and creating a brand that truly speaks to today's players, not at them."
As BetMGM continues to expand into new markets and introduce new features, responsible gaming remains a key focus. Additionally, BetMGM is proud to provide resources to help customers play responsibly including GameSense, an industry leading program, developed and licensed to MGM Resorts by the British Columbia Lottery Corporation. Through the integration within BetMGM's mobile and desktop platforms, customers can receive the same GameSense experience they have grown to rely on at MGM Resorts properties nationwide. This complements BetMGM's already existing responsible gambling tools which serve to provide customers with an entertaining and safe digital experience.
For more information on BetMGM, follow @BetMGM on X or visit https://www.betmgminc.com. For more information on Highdive, visit https://highdiveus.com.
Gambling problem? Call 1-800-GAMBLER (Available in the US), 877-8-HOPENY or text HOPENY (467369) (NY)1-800-327-5050 (MA), 1-800-NEXT-STEP (AZ), 1-800-BETS-OFF (IA), 1-800-981-0023 (PR) 21+ only. Please Gamble Responsibly. See BetMGM.com for Terms. Subject to eligibility requirements. In partnership with Kansas Crossing Casino and Hotel.
About BetMGM
BetMGM is a market-leading sports betting and gaming entertainment company, pioneering the online gaming industry. Born out of a partnership between MGM Resorts International (NYSE: MGM) and Entain Plc (LSE: ENT), BetMGM has exclusive access to all of MGM's
About Highdive
Founded in 2016, Highdive (highdiveus.com) is a full-service, independent creative agency headquartered in
Forward-Looking Statements
Statements in this release that are not historical facts are forward-looking statements within the meaning of the Private Securities Litigation Reform Act of 1995, as amended, which involve substantial risks and/or uncertainties, including those described in MGM Resorts International's public filings with the Securities and Exchange Commission. Forward-looking statements can be identified by the use of forward-looking terminology such as "believes," "expects," "could," "may," "will," "should," "seeks," "likely," "intends," "plans," "pro forma," "projects," "estimates" or "anticipates" or the negative of these words and phrases or similar words or phrases that are predictions of or indicate future events or trends and that do not relate solely to historical matters. BetMGM has based forward-looking statements on management's current expectations, assumptions and projections about future events and trends. Examples of these statements include, but are not limited to, BetMGM's expectations regarding its collaboration with Highdive and launch of the "Make it Legendary" campaign. These forward-looking statements are not guarantees of future performance, conditions or results, and involve a number of known and unknown risks, uncertainties, assumptions and other important factors, that could cause actual results or outcomes to differ materially from those discussed in the forward-looking statements. Included among the important factors that could cause actual results or events to differ materially from those indicated in such forward-looking statements are: risks related to the effects of economic conditions and market conditions in the markets in which BetMGM operates, the significant competition within the gaming and entertainment industry; risks that the collaboration or marketing campaign described herein does not occur or does not occur in the manner described herein; BetMGM's ability to execute on its business plan; changes in applicable laws or regulations, particularly with respect to iGaming and online sports betting; BetMGM's ability to manage growth and access the capital needed to support its growth plans; BetMGM's ability to obtain the required licenses, permits and other approvals necessary to grow in existing and new jurisdictions, and additional risks and uncertainties described in MGM Resorts International's Form 10-K, Form 10-Q and Form 8-K reports (including all amendments to those reports). In providing forward-looking statements, neither MGM Resorts International nor BetMGM is undertaking any duty or obligation to update these statements publicly as a result of new information, future events or otherwise, except as required by law. If MGM Resorts International or BetMGM updates one or more forward-looking statements, no inference should be drawn that it will make additional updates with respect to those other forward-looking statements.
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SOURCE BetMGM
FAQ
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