31 October 2023

BetMGM appoints Boldspace to integrated communications brief following competitive pitch

Adam Larter

Brand value agency Boldspace has been appointed to lead consumer and corporate PR for BetMGM, one of the biggest betting and gaming launches in the UK market for decades.

BetMGM is the newly launched UK iGaming and online sports betting platform from MGM Resorts International (NYSE: MGM) and marks the company’s first expansion of the BetMGM brand into international markets.

Boldspace will deliver consumer, corporate and campaigns support to BetMGM in the UK, driving awareness of the brand and its ‘golden’ offers and products. These include price boosts, profit boosts, enhanced bonuses, a unique loyalty programme, the industry-leading free to play £2m prize for guessing six correct Premier League scores – “Golden Goals” – as well as one of the largest exclusive jackpots in the UK, currently totalling £15.3m. The agency will also have a firm focus on demonstrating BetMGM’s leadership in responsible gambling in everything it does.

BetMGM recently unveiled its first brand campaign, fronted by stand-up comedian, actor and certified, gold standard Hollywood legend Chris Rock, in a major paid media push to announce the brand to the market with a bang.

The account will be led by Boldspace Co-CEO Mike Robb and Head of Consumer, Lou Kelly, reporting to Dan Towse, Director of Brand.

Mike Robb, Co-CEO at Boldspace, said: “This is one of the most exciting moments in the UK betting and gaming industry for as long as I can remember. While many new operators have launched in the UK over the last decade, none have offered anything new. The heritage of MGM Resorts as one of the leading entertainment brands on the planet coupled with the best, most responsible online gaming experience for consumers is an incredibly positive moment and one we are hugely excited to be a part of.”

BetMGM’s Dan Towse said: “Boldspace understood the scale of our ambition, the context of the UK market and the need for a new approach to driving the awareness and engagement we need to make a real dent. They demonstrated the capability to bring everything we need under one roof, from creative PR campaigns to crisis management, corporate communications and a deep understanding of the data that ensures we understand where we sit against the rest. I am delighted to have them on board as we get the BetMGM brand out there in the UK. It’s showtime!”