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BetMGM
Super Bowl

The Ask

Maximize a big media moment for a first time Super Bowl advertiser, BetMGM. 

❋ Enemy

A Super Bowl advertising landscape dominated by predictable sportsbook tropes, celebrity overload, and “more bonus bet” messaging that all blur together.

❋ Key Insight

The Super Bowl isn’t just about the game or the bet, it’s about the cultural moments people remember and retell long after it ends.

❋ Role of BetMGM

BetMGM turns the Super Bowl from a transactional betting moment into a cinematic, entertainment-driven experience rooted in storytelling, spectacle, and cultural presence.

❋ Emotional Benefit

Feeling like you’re part of something bigger than betting, a shared cultural moment that feels iconic, memorable, and worth talking about.

  • +72% New Customers YoY

    Strong year-over-year growth in new customer acquisition.

  • +51% Increase in Female Bettors on the Big Game

    Significant growth in participation among female bettors during the Big Game.

  • +30% Increase in Big Game Bets YoY

    Overall betting volume on the Big Game increased substantially year-over-year.

  • 111K New Instagram Accounts Reached

    The campaign expanded visibility to new audiences on Instagram.

  • 410K+ Impressions on Social

    Campaign content generated broad awareness and reach.