BetMGM to run Super Bowl ad, hires Highdive as new agency

Sports betting app BetMGM will run a Super Bowl ad from new agency Highdive, a signal of the increased popularity of legalized gambling in the sports world. It marks the first national in-game Super Bowl ad buy for BetMGM, which is also the first sports betting app to confirm plans to advertise in the Feb. 11 game on CBS, which will be played in Las Vegas, the gambling capital of the U.S. Rivals FanDuel and DraftKings ran Super Bowl ads in 2023, with DraftKings also appearing in the 2022 game. Super Bowl commercials Tracking the latest brand and agency plans Enter here BetMGM confirmed the Super Bowl ad buy on Tuesday at the same time it confirmed that it has hired Highdive as its new creative agency of record. Highdive’s first work for BetMGM will debut in January, timed with the NFL playoffs, according to the agency. The agency did not indicate the length of BetMGM’s Super Bowl commercial or when it would run during the game. Highdive succeeds 72andSunny, which is behind a campaign BetMGM debuted earlier this year starring Jamie Foxx, who has promoted the brand in recent years. According to a report from Custom Market Insights cited by Highdive, the U.S. online gambling market was valued at approximately $2.5 billion in 2022 and is expected to reach $3.15 billion in 2023. By 2032 it is expected to be a $9 billion market. “As gambling becomes legal in more and more states, demand for online betting is exploding,” Megan Lally, CEO of Highdive said in a statement. “BetMGM is leading the charge when it comes to offering unmatched experiences for its customers. We are honored to partner with them to bring the thrill of betting to life through our campaigns.” As part of its campaign, Highdive said it would partner with global digital agency DEPT to help BetMGM create more personalized connections with its customers. “We were looking for an agency partner that would stand shoulder to shoulder with us and drive our business forward,” Ray Doyle, VP of brand marketing at BetMGM, said in a statement. “From the beginning, it was clear that Highdive had the strategic and creative power we need to attract new consumers, deepen the connection with existing ones and direct the sports betting and iGaming conversation to BetMGM. With Super Bowl 2024 happening in Vegas, we knew this was our year to show up and we know Highdive has what it takes to make our brand stand out on advertising’s biggest stage.” The win continues a hot streak for Chicago-based Highdive, which recently was added to State Farm’s roster. The agency is behind a new campaign for the insurer starring Jimmy Fallon.

BetMGM to run Super Bowl ad, hires Highdive as new agency

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