BetMGM: Carried Away with Connor McDavid

ABOUT THIS ENTRY

BetMGM's campaign with NHL superstar Connor McDavid set a new benchmark for responsible gambling (RG) communication by proving that RG messaging doesn’t have to be a disclaimer, it can be a compelling part of the fan experience. By leveraging humor, a relatable insight and a high-profile athlete, we made responsible gambling feel accessible rather than obligatory.

How does this represent "Excellence in Engagement"?

This campaign sets a new benchmark for responsible gambling communication by proving that RG messaging doesn’t have to be a disclaimer, it can be a compelling part of the fan experience. By leveraging humor, a relatable insight, and a high-profile athlete, we made responsible gambling feel accessible rather than obligatory.

BetMGM’s commitment to responsible gaming goes beyond industry standards, it’s a core pillar of our brand strategy. As CEO Adam Greenblatt states, “As the legalized-sports-betting and online-gaming industry expands, it is vital that we equip players with tools to play responsibly and showcase responsible gaming in our advertising.”

This campaign brings that mission to life. By embedding RG messaging within the fan experience and featuring Connor McDavid, we made responsible gambling engaging rather than obligatory. Speaking the language of fans, we sparked conversations and normalized RG tools in a way that resonated beyond compliance.

More than just meeting industry standards, this work moves the category forward by proving that responsible gambling can be entertaining, memorable, and effective all at once. As responsible gambling remains a key industry priority, this campaign serves as a model for how brands can engage bettors in a way that both protects and empowers them.

Objective

With the rapid growth of sports betting, responsible gambling has become more important than ever. Research from the American Gaming Association (AGA) shows that responsible gambling (RG) messaging is most effective when it promotes a healthy mindset rather than relying on warnings alone. Our objective was to reinforce BetMGM’s commitment to RG in a way that resonated with all bettors, while making responsible gambling tools more accessible and actionable for everyone.

We set out to break through the noise by leveraging a relatable insight: bettors often don’t realize when they’re getting carried away. Instead of traditional cautionary messaging, we flipped the script with humor and self-awareness, positioning BetMGM’s RG tools as an empowering solution rather than a restriction. Featuring NHL superstar Connor McDavid, our campaign used real-life examples of "getting carried away" from collecting too many bobbleheads to growing an extreme playoff beard, to make responsible gambling feel personal and tangible.

By balancing entertainment with education, we aimed to reach all sports bettors, from casual fans to seasoned players, ensuring they saw RG tools not as an interruption but as a built-in safeguard that enhances their betting experience.

Strategy & Execution

The modern sports fan is deeply engaged, always connected and thrives on fast-paced action. To ensure our responsible gambling message resonated, we designed the campaign to fit seamlessly into their world by leveraging humor, relatability and a trusted voice in Connor McDavid. Rather than taking a heavy-handed or cautionary approach, we focused on empowering fans with actionable tools in a way that felt natural to their betting experience.

The creative leaned into the habits of sports fans, showing how passion can turn into obsession, whether it’s growing a playoff beard or collecting bobbleheads. This approach made the message feel less like a warning and more like a practical reminder from a fellow fan.

To meet fans where they are, we optimized the campaign across platforms they actively engage with, from TV to social and digital. Every execution was designed to fit within their experience, whether watching a game, scrolling highlights or placing a bet. The result was a responsible gambling campaign that felt like a natural part of the modern sports conversation, not an interruption.

Organizations

• BetMGM
• Highdive

Featured

• Connor McDavid

Credits

Ray Doyle
VP, Brand and Acquisition
BetMGM

AJ Mazza
Director, Brand
BetMGM

Michael Kalfus
Sr. Manager, Brand Marketing
BetMGM

Victor Gonzalez
Sr. Director, Creative
BetMGM

Kevin MacPherson
Associate Creative Director
BetMGM

Richard Taylor
Director, Responsible Gambling
BetMGM

Rhea Loney
Chief Compliance Officer
BetMGM

Sarah Brennan
VP, Compliance
BetMGM

Megan Lally
CEO
Highdive

Mark Gross
Chief Creative Officer
Highdive

Chad Broude
Chief Creative Officer
Highdive

Jen Passaniti
Head of Production
Highdive

Joe Nio
Chief Strategy Officer
Highdive

Alex Cacioppo
Associate Strategy Director
Highdive

E.B. Jackson
Group Account Director
Highdive

Diana Saenz
Account Director
Highdive

Jonathan Richman
Group Creative Director
Highdive

Alex Zamiar
Group Creative Director
Highdive

Jason Cohen
Associate
Highdive

Antonio Bedoya
Associate Creative Director
Highdive

Lindsay Vetter
Executive Producer
Highdive

Abby Merhar
Producer
Highdive

Kelly Beaman
Director of Business Affairs
Highdive

Joanna Peltier
Senior Manager, Business Affairs
Highdive