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BetMGM appoints UK agency roster following competitive pitch process

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1 year ago

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BetMGM, the newly launched UK iGaming and online sports betting brand from MGM Resorts International, has appointed a roster of agencies spanning creative, media and PR following a competitive pitch process.

Recipe has been appointed as lead strategic creative agency, Boldspace to the consumer and corporate PR brief, and Tomorrow Advertising and The Media Network covering media planning and buying.

At the end of September BetMGM 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 campaign showcases globally recognised multi-award-winning entertainer, Chris Rock, travelling in a gold speedboat from the Bellagio Fountains to the Thames. The campaign aims to drive awareness of the brand and its ‘golden’ offers and products, with Chris Rock sharing details on price boosts, enhanced bonuses and the industry leading free to play £2m prize for predicting six correct Premier League scores – “Golden Goals” – as well as exclusive BetMGM content and one of the largest jackpots in the UK; currently totalling £15.4m.

In addition to the hero campaign, which has been developed in collaboration with London-based creative agency Recipe; they have produced a responsible gambling advert, dedicated to ensuring consumers keep their play safe.

Sam Behar, UK Director BetMGM, said: “We have big ambitions in the UK and needed best-in-class agencies to support us in delivering them, and I’m delighted to be working with Recipe, Boldspace, Tomorrow Advertising, and The Media Network to do just that. The launch of BetMGM in the UK is a major moment for us as a brand and the UK market as a whole. We want to give customers something new, leveraging the heritage of MGM Resorts’ best-in-class Las Vegas entertainment with world-leading iGaming experiences to deliver a unique proposition to UK consumers. It’s showtime!”

Dan Jacobs, Chief Creative Officer at Recipe, said: “It’s been a real privilege to support in the launch of BetMGM in the UK. From minute one, the ambition from everyone was to stand out in the market. Chris Rock, in a gold boat, with a lion, in the Fountains of Bellagio does exactly that! And we’re just getting started.”

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.”

Justin Brookfield, Director at Tomorrow Advertising, said: “We’re delighted to have been appointed to manage all digital, OOH and radio advertising for BetMGM UK.  For all our years of partnering with some of the biggest names in the gambling industry, this is by far the most exciting brand that we’ve worked with to date.   We’re looking forward to working with the other agency partners to help build a brand and drive performance in a noisy, cluttered market.”

Carl Phillipson, Managing Director at The Media Network, said: “We’re thrilled to be working with BetMGM in bringing a new Golden Era of iGaming and sports betting to the UK. Launching the BetMGM TV campaign has propelled live sport to the heart of the activity, achieving mass reach within key environments. Supporting BetMGM on breaking into the UK TV & Print space has been incredibly exciting, and we are immensely proud to be a part of this journey.

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Caesars Digital

EveryMatrix completes iGaming content launch with Caesars Entertainment

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51 minutes ago

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April 10, 2025

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EveryMatrix online casino games content has gone live across five regulated jurisdictions with Caesars Entertainment, extending the technology provider’s reach in the regulated North American market.

EveryMatrix is now providing Caesars’ online casino players in New Jersey, West Virginia, Michigan, Pennsylvania and the Canadian province of Ontario with access to online casino games from its in-house studios, including Armadillo Studios and newly acquired Fantasma Games via integration with SlotMatrix. New game titles are now live across Caesars Palace Online Casino, Caesars Sportsbook & Casino and Horseshoe Online Casino.

EveryMatrix, the industry’s fastest-growing iGaming technology provider, has secured commercial agreements with multiple tier-1 operators in the US, with delivery through SlotMatrix. This includes its first breakthrough aggregation agreement at the end of 2024.

SlotMatrix is the provider’s proprietary aggregation platform and the industry’s largest content library with more than 34,000 games from 350+ studios.

Using the full power of SlotMatrix, North American brands can offer their customers exclusive EveryMatrix games plus a host of best-performing, third-party live and slots content, further enhanced by EveryMatrix’s gamification and player engagement features including free spins, leaderboards and tournaments.

EveryMatrix has more than 300 global customers and holds North American licences in Ontario, New Jersey, Michigan, West Virginia, Connecticut and Pennsylvania.

Erik Nyman, President, EveryMatrix Americas, said: “We’re very happy to be live on Caesars’ digital platforms across multiple jurisdictions in the U.S. and Canada, including Fantasma Games content that has proven to be a huge hit with U.S. players.

“It is an honour to partner with Caesars Entertainment, as their position and strong brand equity speak for itself. We have shaped a strong relationship with Caesars leading up to go-live that has carried over to the operational phase.”

“SlotMatrix is a casino aggregation platform not just with the largest portfolio of studios but also encompassing unique proprietary player engagement features that are a true game changer for brands, now available to Caesars’ online casino players.”

Matt Sunderland, Senior Vice President and Chief iGaming Officer at Caesars Digital, said: “Completing this launch with our partners at EveryMatrix marks another milestone for our online casino players. We’re pleased to enhance our online casino platforms with an expanded catalogue featuring a variety of these new titles, which we believe will provide our players with an even more engaging and enjoyable gaming experience.”

The post EveryMatrix completes iGaming content launch with Caesars Entertainment appeared first on Gaming and Gambling Industry in the Americas.

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Aaron LaBerge

PENN Entertainment Launches Stand-alone iCasino App, theScore Casino, in Ontario

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51 minutes ago

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April 10, 2025

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PENN Entertainment announced that it has launched theScore Casino, a new stand-alone iCasino app in Ontario. The dedicated online casino experience leverages the popular theScore brand, which has been a mainstay in the Ontario market for decades. Now available on Android, iOS, and desktop, customers can login using their existing theScore Bet credentials, allowing for a seamless experience across online gaming platforms.

theScore Casino operates on the same cutting-edge proprietary technology platform as PENN’s online Hollywood Casino, which launched as a standalone product in the US in December. The product was recently ranked by Eilers & Krejcik as the #2 overall iCasino product in the US.

theScore Casino, also available within theScore Bet app, offers a variety of online slots, table games, and live dealer content, including original titles from PENN Game Studios, the company’s in-house game development studio. theScore Casino also includes bespoke live dealer tables and exclusive games such as Blue Jays Blackjack, an original title leveraging theScore Bet’s partnership with the Toronto Blue Jays.

“We’re excited to introduce our dedicated iCasino product in Ontario under the well-known and trusted theScore brand. We’ve built a strong online gaming foothold in the Ontario market and are primed to deliver an even better casino experience with our proven stand-alone app. Our customer-friendly platform features more than 1200 games, dozens of original titles and intuitive game play that distinguishes our product and positions us for even greater success,” said Aaron LaBerge, Chief Technology Officer and Head of Interactive at PENN Entertainment.

The post PENN Entertainment Launches Stand-alone iCasino App, theScore Casino, in Ontario appeared first on Gaming and Gambling Industry in the Americas.

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Ben Clemes

High Roller Appoints Seth Young as SVP of Corporate Strategy and Investor Relation

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51 minutes ago

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April 10, 2025

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High Roller Technologies, operator of the premium online casino brands High Roller and Fruta, has appointed Seth Young as Senior Vice President (SVP) of Corporate Strategy & Investor Relations. In his new role, Mr. Young will collaborate with the management team to shape and implement the Company’s long-term business strategy.

“We are thrilled to welcome Seth Young to our team. His over 20 years of industry experience, combined with his extensive knowledge of gaming technologies, strategic planning, and business development, will be invaluable as we continue to build on High Roller’s strong position in the industry,” said Ben Clemes, CEO of High Roller Technologies.

Mr. Young is a widely recognized interactive gaming expert with a successful track record of continuously being at the forefront of new gaming technologies and strategies.

Prior to joining High Roller, Mr. Young served as Chief Innovation Officer at PointsBet, where he was responsible for strategic corporate development efforts including fundraising, new market development, government affairs, regulatory affairs, and more. He also previously served as Chief Operating Officer at FSG Digital, Executive Director of Online Gaming at Foxwoods Resort Casino, Chief Operating Officer at Flower City Gaming, and Director of Strategy for TexasHoldem.com.

Additionally, Mr. Young is a founding partner of GMA Consulting, an internationally respected consulting firm serving the gaming, sports, entertainment, and hospitality sectors. Young also serves on the Board of Directors for Kinectify, EQL Games, Kindbridge Behavioral Health, and Aquimo.

Mr. Young has been recognized for his contributions to the gaming industry, receiving the Innovation Group’s 2018 Emerging Leaders of Gaming Award and being named to Global Gaming Business Magazine’s 40 Under 40 list in the same year.

“It is a privilege to join High Roller and work alongside such a highly reputable, innovative, and deeply experienced team. The Company offers a world-class consumer entertainment experience through its highly premium brands, and I have no doubt High Roller is uniquely positioned for continued growth and success,” Seth Young said.

The post High Roller Appoints Seth Young as SVP of Corporate Strategy and Investor Relation appeared first on Gaming and Gambling Industry in the Americas.

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