Connor McDavid Returns in BetMGM Responsible Gambling Campaign
Rhea-AI Summary
BetMGM (NYSE: MGM) launched a new responsible gambling TV and digital spot titled "Mullet Over" featuring brand ambassador Connor McDavid and Terry Ryan, debuting Dec. 15, 2025 in the U.S. and Canada.
The ad highlights BetMGM's in-app responsible gambling tools and GameSense®, promoted as integrated across BetMGM platforms and MGM Resorts properties. BetMGM cites prior campaign results: a 38% year-over-year increase in Ontario players using deposit limits and a 55% increase in Ontario players using stake limits.
Positive
- 38% YoY increase in Ontario players using deposit limits
- 55% YoY increase in Ontario players using stake limits
- New TV/digital spot featuring Connor McDavid airing in U.S. and Canada
Negative
- None.
News Market Reaction – MGM
On the day this news was published, MGM declined 0.05%, reflecting a mild negative market reaction.
Data tracked by StockTitan Argus on the day of publication.
Key Figures
Market Reality Check
Peers on Argus
Peers in Resorts & Casinos showed mixed moves: CZR +1.15%, BYD +0.18%, RRR -1.34%, MTN +3.69%, MLCO -3.57%, suggesting today’s action in MGM was more stock-specific than a broad sector trend.
Historical Context
| Date | Event | Sentiment | Move | Catalyst |
|---|---|---|---|---|
| Dec 11 | Venue partnership | Positive | +0.7% | Zoox robotaxi partnership at T-Mobile Arena for fan transportation. |
| Dec 04 | New restaurant opening | Positive | -0.4% | Launch of Gymkhana Indian fine dining at ARIA Resort & Casino. |
| Dec 01 | Hotel rebranding | Positive | +0.4% | Rebrand of NoMad Las Vegas to The Reserve at Park MGM. |
| Dec 01 | Sportsbook partnership | Positive | +0.4% | Century Casinos opens BetMGM retail and online sports betting in Missouri. |
| Dec 01 | Market launch | Positive | +0.4% | BetMGM launches statewide mobile and retail sports betting in Missouri. |
Recent news around BetMGM expansion and property updates generally saw modest single-day reactions, often slightly positive, with one small negative divergence.
Over the last few months, MGM-related headlines have focused on partnerships, property rebranding, and BetMGM market expansion. On Dec 1, 2025, BetMGM’s Missouri launch and a related Century Casinos sportsbook partnership each coincided with a +0.43% move. Earlier, rebranding NoMad to The Reserve at Park MGM on Dec 1 and adding Gymkhana at ARIA on Dec 4 produced small moves of +0.43% and -0.42%. The Zoox mobility tie-up on Dec 11 saw a +0.65% reaction. Today’s responsible gambling campaign fits this cadence of brand-building updates with historically modest price impacts.
Market Pulse Summary
This announcement highlights BetMGM’s continued emphasis on responsible play, using Connor McDavid to promote in-app tools such as time and spending limits and the GameSense program. Prior campaigns helped drive a 38% year-over-year increase in Ontario players using deposit limits and a 55% increase in stake limit usage, underscoring behavioral impact rather than direct financial metrics. Investors may track future disclosures around user engagement, market expansion, and any regulatory commentary tied to responsible gambling initiatives.
Key Terms
responsible gambling regulatory
iGaming technical
GameSense technical
online sports betting regulatory
forward-looking statements regulatory
AI-generated analysis. Not financial advice.
Three-time Hart Memorial Trophy winner teams up with BetMGM to spotlight responsible gambling tools in new "Mullet Over" spot
To view the "Mullet Over" commercial click here.
"Mullet Over" promotes responsible play by reminding customers about BetMGM's in-app responsible gambling tools and resources, incorporating a lighthearted take on a hockey-themed hairstyle. The spot was directed and produced by
In a post on his social media, McDavid reiterates the campaign's message about remaining mindful and deliberate any time players choose to wager on the BetMGM app.
"Filming the 'Mullet Over' commercial with Terry was a fun opportunity to combine hockey humor with a meaningful message," said McDavid. "It's important to stay in control, and BetMGM's tools and resources help customers do just that."
BetMGM offers a variety of responsible gambling features, including the ability to set time and spending limits. BetMGM also provides player education through GameSense ®. GameSense is an industry-leading program developed and licensed to MGM Resorts and BetMGM by the British Columbia Lottery Corporation. The program is integrated across BetMGM's mobile and desktop platforms, as well as MGM Resorts properties nationwide, providing practical tips and promoting positive, transparent, and proactive engagement around responsible play.
Richard Taylor, BetMGM's Director of Responsible Gambling, said, "Our new campaign with Connor and Terry builds upon our approach to deliver an entertaining and memorable responsible gambling message. We're committed to finding new and creative ways to reach customers and encourage them to 'mull it over' before they place a bet."
The new commercial, "Mullet Over," builds on the success of BetMGM and McDavid's 2024 responsible gambling ad, "Carried Away," which drove a notable increase in use of BetMGM's responsible gambling tools. Following that campaign, BetMGM reported a
McDavid made his NHL debut in 2016 and became the league's youngest-ever captain at the age of 19. That same season he won the Art Ross Trophy as leading scorer, the Hart Memorial Trophy as MVP, and the Ted Lindsay Award as most outstanding player. He has won each of these awards multiple times. McDavid also has represented BetMGM as a part of its roster of legendary brand ambassadors since March 2022. Terry Ryan is a former NHL first-round pick who has successfully transitioned to acting and entertainment. A natural storyteller, he is the author of a best-selling memoir and frequent guest on top hockey podcasts.
For more information on BetMGM, follow @BetMGM on X.
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), If you have questions or concerns about your gambling or someone close to you, please contact ConnexOntario at 1-866-531-2600 to speak to an advisor, free of charge (ON). 21+ for US. 19+ for ON. 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 gambling entertainment company, pioneering the online gambling 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
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 the referenced responsible gambling 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 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
What is BetMGM's "Mullet Over" campaign announced Dec. 15, 2025 (MGM)?
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