Some collaborations are a perfect match. That’s why BetMGM, owned by LeoVegas, has teamed up once again with legendary comedian Chris Rock to bring the thrill of Las Vegas to the UK’s betting scene. The second instalment of the ‘It’s Showtime!’ campaign, this time titled “Chris Rockin’ Locker Room Speech”, hit screens on the 17th October across TV, digital, radio, and social platforms, with Rock (and his trademark high-energy vibe) returning as the face of BetMGM.
This latest ad is aimed at drawing in new betting audiences here at home. Let’s break it down and take a closer look at how BetMGM plans to take the UK by storm.
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Chris Rockin’ the Locker Room
The 30-second spot was led by creative agency Recipe who partnered with BetMGM, despite a brief breakup earlier in the year, to continue the brand’s campaign.
And who better than Chris Rock to get the message across that BetMGM is a top platform, offering a huge range of features like bet builders, price boosts, and live play features! In full tuxedo and amidst the gold and glamour of Vegas, Rock commands a locker room of athletes to “get out there and entertain us!” From footballers to darts players and horse racers, the men and women athletes are hyped to bring their best game. We especially like the cheeky nod to the quintessentially British sport cricket, when Rock jokes to a fully clad, bat-holding player, “I don’t know what you do, but y’all get out there and entertain us!”
Dan Jacobs, creative founder of Recipe, summed up the campaign’s energy perfectly, mimicking some of Rock’s lines:
“Yo UK, listen up! Damn, it’s good to be back. This time it’s bigger, bolder, and way more Chris Rock. BetMGM are taking the UK market by storm, and this next iteration supports that, and then some”.
Meanwhile, LeoVegas Group’s Director of Brand, Dan Towse, added: “This new creative territory of the ‘Chris Rockin’ Locker Room Speech’ builds on the launch campaign from last year, and it’s great to be working with comedian Chris Rock again for the latest iteration. A huge amount of work has gone into this, and everyone from the internal teams to the support of Recipe and the production house has delivered an outstanding creative platform.”
Covering Every Sports Audience Across Every Platform
With media planning and buying handled by OMD and Omnicom Media Group, BetMGM’s ad is set to sweep across all the audiences. And with the Premier League in full swing, the timing couldn’t be better. BetMGM is aiming to capture the attention of football fans with exclusive promotions, welcome offers, and the promise of massive jackpots.
Betting Big on Chris Rock and Vegas Glamour
This ad shows that the brand is here to make some serious waves in the ultra-competitive UK sports betting market. By blending Chris Rock’s electric energy with Las Vegas, the home of betting, BetMGM is positioning itself as a top choice for British betters.
One thing’s for sure: with Chris Rock in the mix, BetMGM promises that: “It’s all action, all the time, baby!”
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Esther Rubin
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Updated March 10, 2025
Esther Rubin
Content Editor
Esther Rubin is a bingo and slots specialist with years of hands-on experience in the online gaming industry. Having worked as a bingo chat host, VIP manager, and promotions strategist, she has a deep understanding of online bingo platforms, community engagement, and player rewards. At WhichBingo, Esther reviews bingo sites, game variations, and promotions, helping players find the best platforms for a fun and fair gaming experience. She also analyses slot games, offering insights tailored for bingo players exploring slots. With a player-first approach, Esther’s reviews break down bonuses, jackpots, and game mechanics in a way that’s clear, engaging, and community-focused.
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