BetMGM Rebrands Amid Fierce Competition From DraftKings, FanDuel

Can a classy new ad campaign change BetMGM’s fortunes?

BetMGM, the online betting division of MGM Resorts (NYSE:MGM), has debuted its corporate rebrand after launching its ‘Make it Legendary’ campaign. 

MGM has experienced mixed fortunes throughout 2025, after first seeing its share price plummet to $25.79 in April, before rebounding positively following its betting arm, BetMGM, upgrading its guidance in June after a strong Q2.

Buoyed by the firm’s continued growth across its iGaming and online sports betting platforms, BetMGM’s brand refresh is the strongest indicator yet that MGM wants to strengthen its foothold in the increasingly competitive online betting landscape.

The campaign, which has been developed in tandem with independent agency Highdive, has focused on its legacy of storytelling, entertainment, and enhanced customer experiences. 

Featuring movie-themed visuals and employing a bold multi-channel media approach, BetMGM is clearly aiming to differentiate itself from its sports betting rivals, including FanDuel (NYSE: FLUT) and DraftKings (NASDAQ: DKNG).

In addition to the launch’s high-level production values, the brand has also enlisted Emmy and Golden Globe-winning actor Jon Hamm as its latest ambassador.

Compaign will run across TV, social media and MGM properties

Adding to the allure of its branded makeover will be six new cross-platform adverts directed by two-time Directors Guild of America Director of the Year Noam Murro. 

Set to be distributed across television, social media, and other digital platforms, as well as advertised throughout MGM-owned properties nationwide starting from August 30, the ads are said to promise a cinematic experience that will engage bettors on a more personal level. 

The move certainly comes at a critical time for BetMGM as online competitors continue to expand aggressively. DraftKings, Wynn Resorts (NASDAQ:WYNN), and Flutter’s FanDuel have already captured a significant share of the market, with the latter recently also securing entry into event-based contracts via a deal with CME Group.

Not surprisingly, investor enthusiasm for online betting brands across the digital spectrum continues to surge, with all but Caesars Entertainment seeing its YTD stock price rise.

Comparative performance of major U.S. gambling stocks at the time of publication (2025 YTD)

All eyes on BetMGM’s responsible gaming-themed approach 

BetMGM’s digital reinvention also places a growing emphasis on its commitment to responsible gaming, having integrated with GameSense, a program licensed from the British Columbia Lottery Corporation. The reason for this move is that MGM believes that by fostering a safer gambling environment, it should entice even more consumers in the highly competitive sector that is online gambling.

In a statement that accompanied the campaign launch, Highdive co-founder Mark Gross explained, “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.”

While MGM Resorts’ recent stock volatility earlier this year can in part be apportioned to the effects of declining visitor numbers in Vegas itself, it has perhaps become more of a catalyst behind the firm’s desire to bolster its online betting footprint. 

However, following BetMGM’s impressive Q2 reporting, its brand realignment evidently appears to be anchored on solid foundations. 

With the NFL season fast approaching, the timing of its ‘Make it Legendary’ campaign is clearly a calculated move designed to capture the attention of sports betting enthusiasts across the country. 

In doing so, BetMGM is unquestionably pivoting from being a traditionally reactive brand to a more proactive one. And, while the stakes are high, it could be the superb directive, which could ultimately pay dividends should its celebrity-endorsed rebranding campaign succeed.