BetMGM is taking a sharp creative turn with its latest branding effort, unveiling a sweeping reimagining of its identity that aims to capture the emotion, drama, and glamor of the gaming world. At the center of this strategic shift is the new “Make it Legendary” campaign — a cinematic showcase led by acclaimed actor Jon Hamm and designed to position BetMGM as more than a betting platform, but a full-fledged entertainment brand.
Developed in partnership with Chicago-based creative agency Highdive, the campaign represents BetMGM’s first large-scale brand repositioning and reflects a broader shift in how the company wants to be perceived: as a premium destination where entertainment and betting meet in style.
From Sportsbook to Storytelling Platform
With Jon Hamm stepping into the role of brand ambassador, the campaign leans heavily into storytelling and style. Hamm’s signature charisma helps deliver a message that positions each bet or spin as part of a larger, more thrilling experience.
“BetMGM is all about style, and the ‘Make it Legendary’ campaign captures that energy,” Hamm said. “It’s witty, cinematic, and shows that betting with BetMGM is an unmatched experience.”
The campaign’s launch is set for August 30, coinciding with the start of the college football season — a prime opportunity to grab attention during one of the busiest times for online sportsbooks. Directed by Noam Murro, a two-time Directors Guild of America Director of the Year, the first of six ads will premiere during game coverage, with a full media rollout planned across television, digital, social media, out-of-home placements, and BetMGM’s own channels.
A Brand Reinvention Grounded in Research and Strategy
According to BetMGM Chief Marketing Officer Casey Hurbis, the rebranding effort wasn’t just cosmetic. “This isn’t just a campaign — it’s a reimagining of what BetMGM stands for. We’re at the forefront of entertainment and gaming, with the spirit of Las Vegas woven into our DNA,” he said. “Our new positioning celebrates the thrill, spectacle and storytelling potential in every spin, play and reward. With Jon Hamm’s talent and universal appeal, he’s a natural fit to represent the refined essence of our brand.”
Highdive co-founder Mark Gross echoed that sentiment, noting that the campaign was designed to give BetMGM a long-term creative edge. “We didn’t just create ads — we built a creative platform that gives BetMGM a long-term advantage. This is about storytelling, connection and creating a brand that truly speaks to today’s players, not at them,” Gross said.
Emphasizing Safety Alongside Spectacle
While the refreshed branding leans into flair and excitement, BetMGM continues to spotlight responsible gambling. The operator incorporates the GameSense platform — a player support program developed by the British Columbia Lottery Corporation — directly into its app and website. This complements BetMGM’s other responsible gaming tools, ensuring users have access to resources that promote a balanced and safe experience.
The campaign’s fresh tone, strategic storytelling, and star power mark a turning point for BetMGM as it doubles down on its role not just as a sportsbook or casino operator, but as a leader in gaming entertainment that resonates with today’s digital-first audience.
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Source:
“BetMGM Unveils First Major Corporate Brand Repositioning with “Make it Legendary” Campaign”, entaingroup.com, August 27, 2025
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