BetMGM introduces new responsible gambling campaign

• "Mullet Over" is BetMGM's new campaign, encouraging bettors to use responsible gambling tools
• A television spot featuring Connor McDavid and Terry Ryan is airing in markets across the US and in Canada
• Richard Taylor, the Director of Responsible Gambling at BetMGM, speaks with excitement about the new campaign

The fast-growing sports betting and online casino operator, BetMGM, rolled out a new responsible gambling commercial, highlighting its dedication to protecting consumers.

The television commercial features Connor McDavid, the three-time Hart Memorial Trophy winner and BetMGM brand ambassador, as well as the former NHL player turned actor, Terry Ryan.

"Mullet Over" encourages the use of responsible gambling tools

The new responsible gambling campaign, "Mullet Over," encourages BetMGM customers to use responsible gambling tools and resources.

The campaign builds on the success of BetMGM's collaboration with McDavid from 2024.

At the time, a responsible gambling ad called "Carried Away," helped increase the use of responsible gambling tools, including deposit and stake limits.

The success of BetMGM's responsible gambling effort was evident, considering it recorded a 38% year-over-year increase in the number of players using deposit limits in Ontario, Canada.

Equally as important, after "Carried Away" aired, the company recorded a 55% uptick in the players using stake limits, again in Ontario.

Building on the success of last year's campaign, BetMGM encourages its players to think carefully before making a decision and use a responsible gambling tool.

The leading betting and iGaming operator offers a range of responsible gambling features, including deposit, bet, time and spending limits.

In addition, BetMGM offers an industry-leading program called GameSense, which is available for mobile and desktop devices, as well as at retail MGM Resorts properties.

Through GameSense, players can access practical tips and learn more about responsible play.

BetMGM uses a creative way to deliver the responsible gaming message

Richard Taylor, BetMGM's Director of Responsible Gambling, was excited about the newly released responsible gambling television spot, Casino Guru News learned from a press release.

"Our new campaign with Connor and Terry builds upon our approach to deliver an entertaining and memorable responsible gambling message," he said.

Moreover, Taylor pointed out: "We're committed to finding new and creative ways to reach customers and encourage them to 'mull it over' before they place a bet."

McDavid was similarly delighted with the campaign's message and explained that filming "Mullet Over" with Terry Ryan was "a fun opportunity to combine hockey humor with a meaningful message."

"It's important to stay in control, and BetMGM's tools and resources help customers do just that," the NHL star and BetMGM brand ambassador added.

The new responsible play commercial was directed and produced by CAPE, a New York-based creative agency, in collaboration with BetMGM's responsible gambling and creative teams.

The spot is already airing across the United States and Canada, as well as via digital channels.

Image credit: BetMGM