BetMGM, a significant player in the global gaming industry and a subsidiary of MGM Resorts International, has recently announced its entry into the UK market.
This strategic move leverages the technology and platform expertise of LeoVegas, acquired by MGM for a noteworthy sum, to provide a unique gaming experience.
Notably, this UK launch signifies a direct competition with Entain’s established brands in the region, as BetMGM introduces its distinctive features like frequent jackpots and a rewarding loyalty program, aiming to extend its success from the US and Canada to the UK audience.
Recipe has been appointed as lead strategic creative agency, Boldspace to the consumer and corporate PR brief, and Tomorrow Advertising covering media planning and buying.
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.
Visit the original article on iGamingBusiness.com: BetMGM launches in the UK and BetMGM appoints UK agency roster on lbbonline.com.
