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BetMGM Sportsbook NJ runs its entire New Jersey sports betting and national trading operation out of a single floor in Jersey City.
That’s where the analysts set the odds for BetMGM Sportsbook’s new football season campaign, and every other market the company operates.
BetMGM’s headquarters at Exchange Place employs roughly 1,500 people, more than half of them living in Hudson and Bergen counties.
New Jersey isn’t just a market for BetMGM. It’s home.
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A New Jersey sports betting pedigree
The company unveiled “It Happens Here” this week, a campaign starring Jon Hamm, an Emmy and Golden Globe winner, built around a fictional set called the Legends Lounge, a room built to feel like a sportsbook floor with a private club’s exclusivity and a Vegas showroom’s flash.
The first spot, “Raise the Stakes,” debuted Saturday, Aug. 29, with three more planned throughout the season.
The campaign comes from CAPE, the independent agency BetMGM recently named its full agency of record. New Jersey bettors have already seen this agency’s work, even without knowing the name behind it. CAPE built “Lucky Doe” for Borgata Online Casino, BetMGM’s Atlantic City sister brand, a spot the two companies call the highest-performing ad in Borgata’s history.
Which is the case for why “It Happens Here” is worth more than a famous face and a fun set. CAPE isn’t a new vendor guessing at what works for BetMGM. It already has a New Jersey hit on its resumé, made for a New Jersey casino, running through the same New Jersey account.
The Legends Lounge is that team’s next swing, scaled up to a Hamm-fronted national campaign.
Casey Ritts, CAPE’s co-founder and chief executive, said the Legends Lounge gives the agency a rich new world to keep building in, and Hamm brings exactly the wit the campaign needed.
New Jersey remains the state that made this entire industry legal, after its 2018 Supreme Court case struck down the federal ban on sports betting nationwide. BetMGM’s responsible gambling program, GameSense, licensed from the British Columbia Lottery Corporation, runs across its app in New Jersey the same way it does everywhere else the company operates.
The state that started the industry is still where BetMGM keeps the lights on.
