BetMGM, a leading sports betting and iGaming operator, has launched a new responsible gambling television commercial spot featuring three-time Hart Memorial Trophy winner and BetMGM brand ambassador Connor McDavid, alongside former NHL player and actor Terry Ryan. The spot is currently airing in the US and Canada, as well as on various digital platforms.
“Mullet Over” promotes responsible play by reminding customers about BetMGM’s in-app responsible gambling tools and resources, incorporating a lighthearted take on a hockey-themed hairstyle. The spot was directed and produced by New York-based creative agency CAPE in collaboration with BetMGM’s creative and responsible gambling teams.
In a post on his social media, McDavid reiterates the campaign’s message about remaining mindful and deliberate any time players choose to wager on the BetMGM app.
“Filming the ‘Mullet Over’ commercial with Terry 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,” said McDavid.
BetMGM offers a variety of responsible gambling features, including the ability to set time and spending limits. BetMGM also provides player education through GameSense. GameSense is an industry-leading program developed and licensed to MGM Resorts and BetMGM by the British Columbia Lottery Corporation. The program is integrated across BetMGM’s mobile and desktop platforms, as well as MGM Resorts properties nationwide, providing practical tips and promoting positive, transparent, and proactive engagement around responsible play.
Richard Taylor, BetMGM’s Director of Responsible Gambling, said: “Our new campaign with Connor and Terry builds upon our approach to deliver an entertaining and memorable responsible gambling message. We’re committed to finding new and creative ways to reach customers and encourage them to ‘mull it over’ before they place a bet.”
The new commercial, “Mullet Over,” builds on the success of BetMGM and McDavid’s 2024 responsible gambling ad, “Carried Away,” which drove a notable increase in use of BetMGM’s responsible gambling tools. Following that campaign, BetMGM reported a 38% year-over-year increase in players in Ontario using deposit limits, which cap the amount a player can deposit within a set timeframe. The company also reported a 55% increase in players in Ontario using stake limits, which restrict the amount wagered on a single bet.
McDavid made his NHL debut in 2016 and became the league’s youngest-ever captain at the age of 19. That same season he won the Art Ross Trophy as leading scorer, the Hart Memorial Trophy as MVP, and the Ted Lindsay Award as most outstanding player. He has won each of these awards multiple times. McDavid also has represented BetMGM as a part of its roster of legendary brand ambassadors since March 2022. Terry Ryan is a former NHL first-round pick who has successfully transitioned to acting and entertainment. A natural storyteller, he is the author of a best-selling memoir and frequent guest on top hockey podcasts.
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