THE BIGGEST BRAND LAUNCH IN A DECADE

What we loved

Launching a juggernaut of the Las Vegas gambling canon, MGM, into a stagnating UK market …with a characteristically big bang.

How we got there

Las Vegas: the undisputed king of all things gambling. An almost never ending strip of incredible one upmanship. An oasis of exciting entertainment in a scorching hot (cultural) desert. With just one catch. It was stuck in the US of A, across the pond from the UK. And as they say, what happens in Vegas usually has to stay in Vegas. 

Well we didn’t think that was very fair on underserved, under-appreciated and all too often taken advantage of UK consumers. So we decided we’d bring an authentic dose of that incredible excitement, unrivalled generosity, inimitable one-up-manship and unique spectacle to the UK. For the very first time. 

We aimed to shepherd in a new golden era of sports betting and casino. One that was far more aligned to the spirit and philosophy of Vegas. And used a strategically selected (and research-validated) A-lister, Chris Rock, to lead the charge. With our help, the real Las Vegas was finally on its way to the UK. Buckle up because it’s showtime, baby.

What it changed

We brought real Las Vegas (rather than the imposters of Less Vegas) to the UK for the first time. 

+6% of market share of traffic in just the first year.