BetMGM Unveils First Major Corporate Brand Repositioning with "Make it Legendary" Campaign
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.
BetMGM (GMVHY) ha avviato il suo primo grande riposizionamento aziendale del marchio con la nuova campagna "Make it Legendary", che vede come ambasciatore il premiato attore Jon Hamm (Emmy e Golden Globe). Sviluppata insieme all'agenzia pubblicitaria Highdive, la campagna mette in luce l'ecosistema di intrattenimento di BetMGM e l'ospitalità ispirata a Las Vegas.
La campagna debutterà il 30 agosto 2025 durante le partite di football universitario, con sei nuovi spot diffusi su TV, social, digital e out-of-home. I filmati, diretti dal regista premiato Noam Murro, sottolineano l'impegno di BetMGM per esperienze di livello superiore e il gioco responsabile attraverso il programma GameSense.
BetMGM (GMVHY) ha lanzado su primer gran reposicionamiento corporativo de marca con la nueva campaña "Make it Legendary", que presenta al actor ganador de Emmy y Globo de Oro Jon Hamm como embajador de la marca. Desarrollada en colaboración con la agencia Highdive, la campaña muestra el ecosistema de entretenimiento de BetMGM y una hospitalidad inspirada en Las Vegas.
La campaña se estrenará el 30 de agosto de 2025 durante los partidos de fútbol americano universitario, con seis nuevos spots que se emitirán en TV, redes sociales, digital y publicidad exterior. Los spots, dirigidos por el galardonado director Noam Murro, destacan el compromiso de BetMGM con experiencias elevadas y el juego responsable a través del programa GameSense.
BetMGM (GMVHY)가 새로운 기업 브랜드 포지셔닝 캠페인 "Make it Legendary"를 공개했습니다. 이 캠페인에는 에미상·골든글로브 수상 배우 존 해엄(Jon Hamm)이 브랜드 홍보대사로 참여합니다. 광고대행사 Highdive와 협력해 제작된 이번 캠페인은 BetMGM의 엔터테인먼트 생태계와 라스베이거스 스타일의 환대를 부각합니다.
캠페인은 2025년 8월 30일 대학 미식축구 경기 중 첫선을 보이며, 여섯 편의 신규 스팟이 TV, 소셜, 디지털, 옥외광고 등 여러 채널에서 공개됩니다. 수상 경력의 감독 노암 무로(Noam Murro)가 연출한 이 스팟들은 BetMGM의 고급스러운 경험 제공 의지와 GameSense 프로그램을 통한 책임감 있는 도박 참여를 강조합니다.
BetMGM (GMVHY) a lancé son premier important repositionnement de marque avec la nouvelle campagne "Make it Legendary", mettant en vedette l'acteur primé aux Emmy et Golden Globes Jon Hamm en tant qu'ambassadeur. Développée en collaboration avec l'agence Highdive, la campagne met en avant l'écosystème de divertissement de BetMGM et une hospitalité inspirée de Las Vegas.
La campagne fera ses débuts le 30 août 2025 lors des matchs de football universitaire, avec six nouveaux spots diffusés sur TV, réseaux sociaux, digital et affichage extérieur. Réalisés par le directeur récompensé Noam Murro, ces spots soulignent l'engagement de BetMGM en faveur d'expériences haut de gamme et du jeu responsable via le programme GameSense.
BetMGM (GMVHY) hat sein erstes großes Unternehmens-Rebranding mit der neuen Kampagne "Make it Legendary" gestartet. Als Markenbotschafter tritt der Emmy- und Golden-Globe-prämierte Schauspieler Jon Hamm auf. Die Kampagne, entwickelt in Zusammenarbeit mit der Agentur Highdive, stellt BetMGMs Entertainment-Ökosystem und die von Las Vegas inspirierte Gastfreundschaft in den Mittelpunkt.
Die Kampagne startet am 30. August 2025 während College-Football-Spielen, wobei sechs neue Spots über TV, Social, Digital und Out-of-Home ausgespielt werden. Die von dem preisgekrönten Regisseur Noam Murro inszenierten Spots betonen BetMGMs Engagement für gehobene Erlebnisse und verantwortungsbewusstes Spielen durch das Programm GameSense.
- 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
- No specific metrics or financial impact of the rebranding campaign disclosed
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
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