Sports betting and iGaming operator, BetMGM premiered its new commercial campaign on a variety of social media platforms. "IT'S ON" features a star-studded cast of actors and athletes, all BetMGM ambassadors, within an episodic series.
The campaign is scheduled to make its national television debut Thursday, September 8, during Thursday Night Football, the first game of the 2022 NFL season.
In the initial spot, Jamie Foxx personifies the entertainment brand of BetMGM as he roams his Bellagio suite seeking sports betting tips from Kevin Garnett, Wayne Gretzky, Jalen Rose, Barry Sanders and BetMGM's newest brand ambassador, Vanessa Hudgens.
"IT'S ON" was created by 72andSunny New York and directed by Peter Berg, Executive Producer of Entourage and Ballers.
"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," said Raymond Doyle, VP of Brand, BetMGM.
New ads from "IT'S ON" will be released in the coming months, bringing viewers into the epic worlds of BetMGM's all-star list of brand ambassadors.
It’s on. Football is back. Who’s got tips for @iamjamiefoxx? #TheKingofSportsbooks pic.twitter.com/xxuvWmBvkH— BetMGM 🦁 (@BetMGM) September 6, 2022
Fans will find Barry Sanders on a palatial Malibu estate playing pickleball; another spot takes viewers on the TV set with basketball star Jalen Rose and his barber; and the series also will give hockey fans the opportunity to watch NHL legend Wayne Gretzky join Connor McDavid's on-ice practice session.
Each spot raises the stakes between competitive friends tapping into the social nature of BetMGM, blending the experiences of sports betting and entertainment.
Peter Hughes, Creative Director from 72andSunny, said: "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."
BetMGM's "IT'S ON" campaign will appear across broadcast, OOH, digital and social channels. Additionally, the roster of talent will use their personal social channels to promote the films incorporating their unique voices into the sports betting conversation in real time. New spots will continue to be released throughout the year to coincide with season-openers and playoffs for the NBA and NHL, as well as NCAA tournaments.