BetMGM, the newly-launched UK iGaming and online sports betting brand from MGM Resorts International, has unveiled its first advertising campaign, featuring stand-up comedian and actor, Chris Rock.

The campaign features Rock, travelling in a gold speedboat from the Bellagio Fountains to the Thames. It aims to drive awareness of the brand and its ‘golden’ offers and products, with Rock sharing details on price boosts, enhanced bonuses and the 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, BetMGM has also produced a responsible gambling ad, dedicated to ensuring consumers keep their play safe.

“We are incredibly excited to launch BetMGM in the UK and give customers something new,” said BetMGM UK Director, Sam Behar. “This campaign leverages the heritage of MGM Resorts’ best-in-class Las Vegas entertainment to deliver a unique proposition to the UK market. Alongside standout promotions and our A-list ambassador Chris Rock, this campaign clearly demonstrates BetMGM’s commitment to bringing a fresh and entertaining approach to the market. It’s showtime!”

The campaign is running across live sport, TV, out of home, digital, social and radio.

Media planning and buying was handled by Tomorrow Advertising and The Media Network.