BetMGM today launches its new brand platform, “The Real Deal”, a major integrated campaign created by RCP designed to highlight the brand’s unique position as the only online casino backed by 50 years of Las Vegas history.

As part of BetMGMs continued investment in the UK market it will roll out across TV, online video, social and digital channels, radio and out-of-home advertising throughout the UK, it celebrates BetMGM’s entertainment pedigree and casino expertise, bringing its Las Vegas heritage to life for online casino players.

At the heart of the campaign is a hero film that takes viewers on a journey through five decades of Las Vegas history. Through a series of visual transformations, the film showcases MGM’s continued presence in the iconic entertainment capital and was brought to life by award winning director Dominic O’riordan.

“The Real Deal” positions BetMGM as a confident and trusted casino brand, grounded in decades of expertise and experience. The campaign reinforces the message that while many online casinos have entered the market in recent years, BetMGM’s foundations are built on a rich legacy of delivering premium casino entertainment.

Dean Leyland, Marketing Director UK ‘’ We are incredibly proud to launch our new brand platform, ‘The Real Deal’! This campaign is a vibrant celebration of our roots, bringing 50 years of iconic Las Vegas entertainment heritage directly to our UK players. As the only online casino backed by five decades of experience on the legendary Strip, we are thrilled to showcase our history and provide an authentic, premium casino that is truly the real deal.”

Dan Jacobs, CCO of RCP said “Our objective right from the start was to land BetMGM’s authority with craft and authenticity. And it’s a triumph. Only possible because everyone (our formidable clients, AllThings Creative Studio on production, 1920 on VFX and Coffee and TV on grade), genuinely gave everything; jetlag, long days and longer nights to tell the story and create a brand platform that will last us years. An absolute pleasure to be part of and we’re incredibly excited for what comes next.”