Sports betting and iGaming operator BetMGM will debut its latest commercial campaign during Thursday Night Football on September 8. The company premiered IT’S ON through several of its social media platforms.
IT’S ON is an episodic series that features all BetMGM ambassadors, as well as a cast of various actors and athletes.
Jamie Foxx will appear in the first spot and “personifies the larger-than-life entertainment brand of BetMGM as he roams his Bellagio suite seeking sports betting tips.” Foxx receives sports betting advice from several noted celebrities, including Kevin Garnett, Wayne Gretzky, Jalen Rose and Barry Sanders, as well as from Vanessa Hudgens, BetMGM's newest brand ambassador.
Peter Berg, the Executive Producer of Entourage and Ballers, directed the ad campaign. 72andSunny New York was the creative force behind IT’S ON.
BetMGM Vice President of Brand Raymond Doyle said: "Entertainment is at the core of BetMGM and we want this campaign to keep viewers on the edge of their seats in a way that's unexpected from the sports betting and gaming industry.”
Responsible gaming education remains a key focus as BetMGM continues to expand its sports betting platform to new jurisdictions. BetMGM also provides resources to help customers play responsibly.
MGM Resorts and BetMGM joined the American Gaming Association and became official partners of its 'Have A Game Plan. Bet Responsibly' campaign in September 2021.
72andSunny Creative Director Peter Hughes commented: "We really wanted to show what makes sports betting so entertaining, and we looked to prestige ensemble TV for inspiration.
“'IT'S ON' is about tapping into your competitive side and being part of sports betting culture. It's something you can talk about with friends and engage with in a more meaningful way."
