BetMGM
PlayIA.com: Iowa sportsbooks set per-day betting record during $144 million February
Iowa sportsbooks took in nearly $144 million in bets in February and took in more bets per day than in the state’s history, even as the state’s month-over-month handle fell from January’s surge. The bottom line is that the Hawkeye State’s sportsbooks continue to reap significant benefits of no in-person registration requirements, according to analysts for PlayIA, which tracks regulated online and retail gaming in the state.
“Iowa remains perhaps the most compelling case study yet on the effects of in-person registration requirements,” said Jessica Welman, an analyst for PlayIA.com. “February is a short month with only one NFL game to bet on, the Super Bowl, so the relatively flat month-over-month results can be misleading on the surface. But another strong showing still places Iowa in a class of states that are either larger or have far more mature gaming markets. And that would not be possible under the old requirements.”
Online and retail sportsbooks generated $143.6 million in wagers in February, according to official data released Friday. That is down 3.9% from the record $149.5 million handle in January. But betting per day in the 28 days of the month was a record $5.1 million, which was up from the $4.8 million per day bet in the 31 days of January.
February’s handle pushed Iowa’s lifetime handle to $1.1 billion, surpassing an eye-catching milestone.
The biggest reason for the two-month surge is the removal of in-person registration requirements in January. In fact, FanDuel reported new customer registrations multiplied by nearly a factor of seven from December to January, a direct result of the easing of registration requirements. And DraftKings said that by Jan. 5, it had registered more customers via mobile registration than through all of 2020.
Net receipts for sportsbooks did fall 32% month over month, to $7.7 million in February from $11.3 million in January. The month’s revenue still yielded $520,444 in state taxes.
As immediate and significant an effect as the removal of in-person registration requirements has been, it is not the sole reason the state’s sportsbooks remained busy in February. The Super Bowl brought in $16.2 million in wagers, most of which came in February. Bookmakers also benefited from robust interest in men’s college basketball, particularly No. 5 Iowa and Drake, which sits just outside the Top 25.
“When local teams enjoy strong seasons, as both Iowa and Drake are, interest in betting on their games goes up. We see that in every regulated sports betting market in the U.S.,” said Dustin Gouker, analyst for PlayIA.com. “With March Madness on the horizon, more growth almost certainly lies ahead. And sportsbooks should get an even bigger boost if Iowa or Drake can manage a prolonged run in the NCAA Tournament.”
For the month, online sports betting accounted for $143.6 million, or 87.2%, of the state’s overall handle. That brings it closer in line with markets with more mature online sports betting and no on-site registration requirements. In those states, about 90% of all bets are made online.
The surge in online sports betting continues to heat up the race for market share among operators. Iowa’s first online operator in August 2019, William Hill — which partners in Iowa with Prairie Meadows, Horseshoe Casino Council Bluffs, Isle Casino Hotel Waterloo, Isle of Capri Bettendorf, Lakeside, and Harrah’s Council Bluffs — retook the online market lead with $45.2 million in online wagers in February. That netted a market-leading $2 million in receipts.
The Wild Rose license, which is anchored by DraftKings but includes BetRivers, took in $38.9 million in online wagers and $1.5 million net receipts. FanDuel, the nation’s largest sportsbook brand, helped put Diamond Jo in third place with $28.4 million in online bets, up from $26.9 million in January. Diamond Jo’s license, which includes BetMGM, netted $1.5 million on those bets.
Still emerging from COVID-related restrictions, retail betting generated $18.4 million, down from $28.8 million. Ameristar topped the retail market with $4.5 million in wagers, just ahead of Diamond Jo Worth’s $4.2 million.
William Hill and its partners lead across all betting platforms, with a combined retail and online handle of $50 million, or 34.8% of the state’s handle. In a U.S. market dominated by FanDuel and DraftKings, Iowa and Nevada are the only two states in which William Hill is the market leader.
“William Hill is still proving that early entry into a market is critically important,” Welman said. “But DraftKings and FanDuel are investing heavily in Iowa, and with their brand recognition, they are seeing a rapid return on that investment. We’ll see how long William Hill is able to hold them off.”
For more information and analysis on regulated sports betting in Iowa, visit PlayIA.com/news.
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BetMGM, a leading sports betting and iGaming operator, is premiering its first online casino commercial featuring company brand ambassador Jamie Foxx. The 30-second spot entitled “Vegas Lights” showcases the relationship between the award-winning online casino and MGM Resorts International, with Foxx using the BetMGM mobile app to illuminate iconic Las Vegas experiences with each successive tap.
“BetMGM has been a phenomenal company to work with the past few years and creating this new commercial for their online casino was no exception. I love the way the spot turned out,” said Foxx.
“Vegas Lights” follows Foxx as he travels to several of MGM Resorts’ Las Vegas destinations including Bellagio, ARIA Resort & Casino and MGM Grand. The commercial emphasizes the connection between playing online and earning in-person rewards, such as show tickets and resort accommodations. Created by BetMGM’s award-winning agency of record, Highdive, the spot was directed by the award-winning duo, The Malloys, with Superprime, and shot with renowned cinematographer Jeff Cronenweth.
Casey Hurbis, Chief Marketing Officer, BetMGM, said: “Jamie Foxx is an extraordinary talent and a pivotal part of the way we showcase the best of BetMGM. This spot brilliantly captures BetMGM’s major differentiator of blending online and in-person casino experiences.”
Mark Gross, Highdive Co-Founder and Co-CCO, said: “No one lights up Vegas like BetMGM and Jamie Foxx. Our new ‘Vegas Lights’ spot showcases how BetMGM Casino, and its real-life connection to Vegas, can make every moment feel like a win.”
The commercial will air in the five markets across North America where BetMGM Casino currently operates including Michigan, New Jersey, Pennsylvania, West Virginia, and Ontario.
AJ Mazza, Brand Director of BetMGM, said: “Jamie is a fantastic ambassador and opens up so many creative ways to unleash our brand. His energy and humor on set was irresistible, and it was an honor to collaborate with him.”
The post Jamie Foxx Spotlights BetMGM Casino in New Commercial appeared first on Gaming and Gambling Industry in the Americas.
BetMGM, a leading iGaming and sports betting operator, has launched its latest slot game “Gretzky Light the Lamp” at the BetMGM Casino. The new slot features NHL legend and BetMGM ambassador Wayne Gretzky. Gretzky Light the Lamp is now available at BetMGM Casino in New Jersey and Michigan and will be available in additional iGaming markets where the operator is live pending regulatory approval.
“The ability to bring ‘Vegas Magic’ to its players is one of the biggest reasons BetMGM is so unique. Gretzky Light the Lamp is a great combined example of my role as a BetMGM ambassador and the company’s constant innovation,” Wayne Gretzky said.
Developed by Spinberry, an omnichannel game development studio, Gretzky Light the Lamp is a 25 line, 5×3 slot game with a hockey theme that includes free spins and wild re-spins. The game is the first to showcase Spectacular Link and Spectacular Link Frenzy. Players will see Wayne Gretzky wearing a gold and black jersey adorned with a BetMGM logo.
“Wayne Gretzky’s historic legacy in hockey makes him a wonderful ambassador for BetMGM. We are honored to create a game that showcases his likeness and brings the excitement of lighting the lamp to iGaming,” Oliver Bartlett, VP of Gaming Product & Content at BetMGM, said.
The post BetMGM Launches “Gretzky Light the Lamp” Slot Game appeared first on Gaming and Gambling Industry in the Americas.
Adam Greenblatt
BetMGM Secures Exclusive Online Casino Content Rights to “Family Feud” and “The Price is Right” with Fremantle Partnership
BetMGM, a leading iGaming and sports betting operator, announced a new and exclusive online casino rights partnership with Fremantle, a world leader in creating, producing and distributing entertainment content for over 100 years. The multi-year agreement secures the intellectual property rights for iconic game shows “The Price is Right” and “Family Feud” for slots, table games, and non-traditional casino games. The partnership establishes the foundation for BetMGM to create customized online casino content around both game show brands.
“This partnership unlocks various ways for BetMGM and Fremantle to collaborate and expand our brand. ‘Family Feud’ and ‘The Price is Right’ are two of the most popular game shows in North America, and we look forward to bringing their fun and excitement to our online casino in various exciting ways,” said Adam Greenblatt, Chief Executive Officer of BetMGM.
During select weeks throughout the upcoming seasons, BetMGM will be featured as a sponsor with exclusive, never-before-seen partnership integrations for “Family Feud” and “The Price is Right”. Throughout 2025 BetMGM and Fremantle will reveal additional details on these planned partnership activations.
Suzanne Lopez, COO of Fremantle North America, said: “Our exclusive deal with BetMGM and our premier game show IP represents a significant milestone for us both. This innovative collaboration paves the way for in-game branding across diverse online casino categories, while also providing opportunities for integrated TV sponsorships. It’s all about enhancing how fans of ‘The Price Is Right’ and ‘Family Feud’ connect with the shows in fresh, immersive ways.”
The company’s award-winning online casino is home to over 3500 titles across North American markets and one of the largest state-by-state exclusive jackpot networks. BetMGM’s jackpot network currently consists of more than 20 game titles including popular games such as MGM Grand Millions, Bison Fury, and Loot’En Khamun and the Dead Sea Scrolls.
The post BetMGM Secures Exclusive Online Casino Content Rights to “Family Feud” and “The Price is Right” with Fremantle Partnership appeared first on Gaming and Gambling Industry in the Americas.
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