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Jon Hamm walks into a room built for BetMGM’s new ad campaign called the Legends Lounge.
It’s a fictional set that blends a sportsbook, a private bar, and a Vegas nightclub.
Michigan sports betting fans have enjoyed a version of that room since 2020.
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A familiar space in Michigan
BetMGM’s Sports Lounge inside MGM Grand Detroit opened on March 11 six years ago, the same day Michigan’s retail sportsbooks went live. Six betting windows. Thirty-three self-service kiosks. Sixty televisions and a full bar, open 9 a.m. to midnight most days. It isn’t a soundstage. It’s a working sportsbook a few miles from downtown Detroit.
The company’s new campaign, “It Happens Here,” debuted Saturday, Aug. 29, with a spot called “Raise the Stakes,” the first of four planned through the football season.
Hamm, an Emmy and Golden Globe winner, anchors the Legends Lounge concept for BetMGM Sportsbook and creative agency CAPE, which BetMGM recently named its full agency of record, said Matt Prevost, BetMGM’s chief revenue officer.
“As we enter the most exciting time of year for our players, we wanted to create a campaign that feels distinctly BetMGM while tapping into MGM Resorts’ entertainment legacy.”
A Detroit blueprint
Worth noting for anyone who’s actually sat at the real Legends Lounge in Detroit. The fictional set BetMGM built for the shoot borrows the same idea that room has been selling for five years, a physical space where sports betting, a bar, and a bit of Vegas theater share a floor.
BetMGM says it plans to bring the Legends Lounge concept to life through future activations, which suggests the company already knows the real version works.
Hamm sounds like he enjoyed playing host to the fictional one, too.
“The Legends Lounge is a world full of unexpected moments and memorable characters, and I enjoyed helping bring it to life for BetMGM’s new campaign.
“It’s clever, entertaining, and a lot of fun.”
The company offers both online sports betting and BetMGM Online Casino Michigan in the state, one of only a handful of states where the company runs both products.
Its responsible gambling program, GameSense, licensed from the British Columbia Lottery Corporation, runs across the app the same way it does everywhere else BetMGM operates.
Concerning the new BetMGM promotion, Detroit was way ahead on a Legends Lounge.
