BetMGM
Yahoo Sportsbook Powered by BetMGM Launches in New York Featuring Registration Promotional Offers
With Yahoo Sportsbook powered by BetMGM now live in New York, users of legal age are able to click through the odds on Yahoo Sports and the Yahoo Sports app to place bets through the BetMGM platform.
To support the launch, for a limited time BetMGM is offering new customers a risk-free first bet up to $1,000 upon registration (no deposit required) to users of legal age in New York as well as a Bet $10 Win $200 promotional offer.
Yahoo Sportsbook powered by BetMGM elevates the experience for sports fans in other eligible states including Arizona, Colorado, Indiana, Iowa, Michigan, New Jersey, Pennsylvania, Tennessee, Virginia, West Virginia, and Wyoming, getting them closer to the games they’re passionate about and closing the loop from content to transactions. Additionally, Yahoo Sportsbook powered by BetMGM is scheduled to soon launch in Louisiana.
As part of Yahoo Sports’ 360 gaming strategy, both casual users and passionate fans nationwide can get in on the action by viewing betting odds across a variety of sports and checking out free and paid Daily Fantasy Sports contests on the Yahoo Fantasy platform. Users can also get started with Yahoo Fantasy Slate to make free predictions for a chance to win prizes weekly.
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Allan Petrilli Managing Director of Acquire.bet
Social media: the new frontier for betting engagement?
Since the dawn of the internet, social media platforms have been a great way for people to stay in touch. And as mobile technologies have continued to advance, we’re now more connected than ever. In fact, you’d be hard pressed to find someone who doesn’t have a social media presence nowadays.
From Facebook and Instagram to LinkedIn and even TikTok, social media apps have become a staple of our daily lives. So, it’s no surprise that gambling brands are looking towards such platforms as a means of tapping into new audiences.
We spoke to Allan Petrilli, Managing Director of Acquire.Bet, and Troy Paul, CEO and Co-Founder of SGG Media, to ask whether social media is going to become the next battleground for audience engagement.
BetMGM recently made the news after partnering with the social media platform X, formerly known as Twitter, in a deal which has made the operator the first online sportsbook embedded within a major social media platform. In your view, what could this agreement mean for the industry?
Troy Paul: It is a very smart play for BetMGM. If operators want to reach the new generation of gamblers, aged 21 to 40, they MUST establish a solid presence on social media.
Ultimately, social media is where this generation gets their news, sports updates, scores and share content with their groups of friends. Ignoring the power of social media would be a big mistake.
Could partnerships with social media platforms be the way forward for gambling operators to reach new demographics of players? If so, what impact could such agreements have on player engagement, and subsequently, player acquisition costs?
Allan Petrilli: Deals such as the one signed between BetMGM and X, or DraftKings and Apple Sports, are examples of sports betting brands getting more creative in how they plan to boost brand awareness and consumer trust. They are deviating away from the more traditional advertising models such as TV and other forms of above the line media.
Focusing specifically on the BetMGM agreement, X is a vibrant, passionate community that is heavily engrained in sports. It really seems like a great fit for what BetMGM is trying to do from a brand perspective.
X is also a hotpot of bettors, and this will ensure they are more heavily engaged with the brand. When it comes to lower customer acquisition costs (CAC), that is yet to be determined, as they haven’t released specifics of the deal. As it always goes, it depends on what they paid…
Troy Paul: Absolutely! Partnerships between social media platforms and gambling operators will be key for those who want to communicate with the more digital conscious bettors. If you then compare this to advertising verticals such as television and radio, social media advertising is also much more cost-effective.
Affiliates can be an effective way to engage with bettors across social media platforms. How can gambling companies better use affiliates to build a social media following?
Allan Petrilli: Micro-influencers are becoming more popular than ever as a significant driver of affiliate traffic, and this is due to their strong follower engagement and brand loyalty.
Many affiliate companies have SIGNIFICANT social presence and have already established their own communities. These types of partnerships can effectively give brands access to a whole new demographic of customers in a more organic fashion.
Operators needs to continue to offer their social partners a more organic way to drive traffic, with shareable bet slips, better deep-linking and more thoughtful partnerships. As these partnerships become more commonplace, operators, affiliates and social media partners will need to collaborate much more closely to find the most effective strategies to build new communities.
As more operators turn their attention towards social media as a marketing tool, how can they best stand out from the crowd? Could we soon see more brands getting creative with their campaigns?
Troy Paul: Social media should be used to create a COMMUNITY of sports fans, and sports gamblers. You cannot create a community by sending only ads. You must create fun, readable, informative CONTENT and occasionally drop in an ad or sign-up link. Content is King in this regard.
As the sports gambling world continues to mature, the smarter, savvier operators will continue to use social media as a means of retaining their customers and creating a social media-led community of loyal customers that not only enjoy their content but also continue to bet via their brand.
Allan Petrilli: Standing out from the crowd isn’t going to be an easy task. You really need to establish your brand identity. The real question is: who is going to be the Paddy Power of the US market, right?
In the US, I think that so far, we have seen quite a buttoned-up approach to social media. I do expect that to change, but I think that change will be quite slow at first. This is where micro-influencers could play a major role, they could really offer a big win potential for sportsbooks and casinos.
Just from what I have seen, I think that many brands can take a much more localised approach on social media. The power for targeting is there, the time is not to have creative, offers, etc that match the local bettor to better engaged, convert and retain them.
With that in mind, what role can multimedia assets, such as video and audio, play in driving brand recognition?
Allan Petrilli: Creative content, along with more engaging offers, are the lifeline of any campaign or branding exercise. Brands need a strong mix of branded video, user-generated content, live and pre-game content, and cross-platform retargeting strategies to get the most out of what they do. It’s all about striking that balance and delivering content that the end-customer finds interesting.
Troy Paul: Video-led content is super important if you want to drive brand recognition. The savvier operators will use platforms such as Instagram, YouTube, Twitch, TikTok and other video platforms to create those communities and establish a solid following. Millennials and Gen-Z have been shown to enjoy this quicker, more engaging form of content so it’s worth tapping into the world of video content.
When it comes to promoting odds and betting statistics on social media, how can the industry as a whole ensure that player protection remains at the forefront of any social media activity?
Allan Petrilli: The first thing that sportsbooks and casinos need to do is look at how they are targeting their customers and how they are informing their bettors about exclusion lists. The power is there, it just needs to be used properly.
More educational content is also a very important factor when looking to ensure that responsible gambling remains at the forefront of your social strategy. Throwing around $5000 sign up bonuses without ensuring players understand what they are getting into is a potential issue. That doesn’t always need to be in the ad, but brand should at least be introducing better landing pages and terms for players to be aware.
BetMGM
BetMGM Launches Mobile Sports Betting in North Carolina
BetMGM, a leading sports betting and iGaming operator, has officially launched its mobile sports betting service in North Carolina, giving customers in the Tar Heel state access to a wide variety of betting options as well as the opportunity to earn experiences at MGM Resorts’ properties nationwide.
“The passion of North Carolina’s sports fandom runs deep, making it one of BetMGM’s most electrifying new markets. We look forward to delivering a best-in-class product elevating game days and race-viewing experiences for fans from Charlotte to Greensboro and Asheville to Wilmington,” said BetMGM CEO Adam Greenblatt.
BetMGM’s industry-leading platform features a user-friendly interface that adapts and evolves at the speed of the game. Highlights include:
- Expanded Pre-Game and In-Game Options: The BetMGM app features Angstrom Sports technology that provides dozens of wagering options in real time for major U.S. sports. Customers can access a wide portfolio of pre-game and live markets with attractive odds on the team, individual player and play-by-play bets.
- Real World Rewards: BetMGM customers can enjoy the perks of a world-class loyalty program with their gameplay. With every wager placed in North Carolina, BetMGM app users now earn BetMGM Rewards Points and MGM Rewards Tier Credits, unlocking VIP benefits to MGM Resorts 20+ premier destination resorts ranging from Bellagio, ARIA, MGM Grand and Mandalay Bay in Las Vegas to Borgata in Atlantic City, Beau Rivage in Mississippi, and MGM National Harbor in Maryland.
- Same-Game Parlay+: BetMGM’s app features Same-Game Parlay+, a new way to combine favorite same-game parlays to create one super parlay. Players now can connect two different same-game parlays into a single bet with ease for dramatically increased odds.
Earlier this year, BetMGM announced its partnership with Charlotte Motor Speedway, with plans to bring exclusive experiences to racing fans in North Carolina. BetMGM also extended its partnership with North Carolina-based Richard Childress Racing as its Official Sports Betting Operator, which includes a BetMGM “wrapped” car for select races throughout the season.
As BetMGM continues to expand to new markets, responsible gambling education remains a key focus. BetMGM provides resources to help customers play responsibly including GameSense, an industry-leading program, developed and licensed to MGM Resorts by the British Columbia Lottery Corporation. Through the integration within BetMGM’s mobile and desktop platforms, customers can receive the same GameSense experience they have grown to rely on at MGM Resorts properties nationwide. This complements BetMGM’s already existing responsible gaming tools which serve to provide customers with an entertaining and safe digital experience.
BetMGM
MGM Resorts & BetMGM Strengthen Relationship with Kindbridge
MGM Resorts International and BetMGM announced new groundbreaking initiatives in collaboration with Kindbridge designed to support problem gambling research and mental health services. Kindbridge Research Institute and Kindbridge Behavioral Health are organizations that aim to better understand the problems that exist within at-risk communities, delivering evidence-based treatment for gambling disorder.
The partnerships and collaborations break down as follows:
MGM Resorts & Kindbridge Research Institute
As part of its commitment to responsible gaming research, MGM Resorts has donated $100,000 to Kindbridge Research Institute in support of a voluntary medication trial for veterans experiencing gambling addiction in Las Vegas. This first-of-its-kind treatment aims to reduce gambling urges and symptom severity among veterans with gambling disorder.
“This contribution will help explore and identify innovative treatment for a population our company cares deeply about. We have a longstanding commitment to supporting military members and their families year-round and are privileged to invest in research that benefits this important community.”
Research will be completed by treatment providers at the Las Vegas Veterans Affairs Residential Recovery and Renewal Center (LVR3) in partnership with the University of Nevada-Las Vegas. The study is part of Kindbridge Research Institute’s 50x4vets program, a multi-year research initiative aimed at increasing research on gambling disorder in veterans by fifty times in four years.
“This is such a promising intervention. We are so grateful for MGM Resorts’ support of this research to improve the lives of veterans and extend the work of the many great scientists, treatment providers, and donors of the 50x4vets program,” Nathan D. Smith, Executive Director of Kindbridge Research Institute, said.
BetMGM & Kindbridge Behavioral Health
BetMGM has announced it will expand its relationship with Kindbridge Behavioral Health to offer problem gambling referrals in Massachusetts, Michigan, New Jersey, Nevada, Ohio, Pennsylvania, West Virginia, and Ontario. This comes as BetMGM reaches its sixth month in the Kindbridge Colorado Pilot Program.
“We are proud to lead the way in providing individuals with this potentially life-changing support and are pleased with how the program has performed so far. This expanded investment underscores our dedication to ensuring those who need care can receive it. As access to sports betting and online gaming continues to grow, so should access to problem gambling treatment and care,” Rhea Loney, Chief Compliance Officer at BetMGM, said.
This unprecedented collaboration between an online operator and a treatment provider offers direct access to comprehensive mental health assessments, treatment, and group support services. As a result, a number of Colorado residents who have opted to be banned from gambling through the state’s self-exclusion program are now actively receiving referrals for voluntary treatment from BetMGM.
“We welcome BetMGM’s decision to extend mental health services to players in distress across multiple jurisdictions. This initiative is a positive step toward supporting individuals facing challenges with gambling. It underscores the importance of accessible help and the role we all play in fostering safer gaming environments,” Daniel Umfleet, CEO of Kindbridge Behavioral Health, said.
This news comes as MGM Resorts and BetMGM join the National Council on Problem Gambling (NCPG) in recognizing March as Problem Gambling Awareness Month (PGAM). Throughout the month, new GameSense messaging will be displayed prominently throughout MGM Resorts properties nationwide, as well as in the BetMGM app. GameSense is an industry-leading responsible gaming program first developed and licensed to MGM Resorts in 2017 by the British Columbia Lottery Corporation (BCLC). The program focuses on positive, transparent, and proactive interactions with guests and customers about how to gamble responsibly.
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