BetMGM Casino is elevating its focus on IPs and branded slots through two major new partnerships.
The operator will be looking to knock it out of the park as it will be developing an exclusive Derek Jeter-themed slot as part of its multi-year partnership with the baseball legend.
As part of the collaboration, the five-time World Series champion will be the operator’s newest brand ambassador, taking part in advertising campaigns and on digital platforms, appearing at exclusive VIP events and promoting BetMGM’s responsible gambling initiatives in the US and Canada.
Notably, BetMGM believes its Jeter-themed slot will be a first, as the operator stated that no current or former professional baseball player is featured in an online casino game.
“BetMGM’s commitment to excellence and overall approach help them stand out as an innovator in their space,” Jeter said.
“They have worked hard to create a real community in their audience. I look forward to working with their team to build connections within their base of players and support the company’s continued growth.”
Jeter’s first national marketing campaign for BetMGM will be the “Legendary Plays” spot, which is set to air on 15 July.
The five-time Gold Gloves winner joins a list of iconic sports stars that are part of the operator’s brand ambassador roster, including NFL legend Barry Sanders, US football star Tim Howard and NHL icon Wayne Gretzky.
Casey Hurbis, Chief Marketing Officer at BetMGM, added: “As BetMGM’s brand continues to evolve, we could not think of a better baseball ambassador to add to our Mount Rushmore of legendary athletes than Derek Jeter.
“’The Captain’s’ universal appeal and proven track record of excellence, both on and off the field, will provide players with extraordinary experiences only available at BetMGM.”
Friends: The One With the Multi Drop
BetMGM also sought to tap into TV royalty as the firm announced the debut of a slot themed on the TV show Friends in partnership with the London-based studio, Atlantic Digital.
Titled Friends: ‘The One With the Multi Drop’, the slot features all the main characters from the show – Ross and Monica Geller, Chandler Bing, Joey Tribbiani, Phoebe Buffay, and Rachel Green – and is set within Monica and Rachel’s apartment with an instrumental version of the theme song “I’ll Be There for You”.
The medium/high volatility 6×5 cluster slot includes familiar phrases such as “Pivot”, “How you doin’?” and “You’re my lobster” for certain wins, multi drop multipliers that accumulate during free spins, random muti drop multipliers up to x200, free spins and max wins up to x5,000.
“BetMGM is proud to be the first to bring Friends to iGaming and offer players a new way to engage with the familiar sights and sounds of the show,” noted Oliver Bartlett, VP of Gaming at BetMGM.
“Atlantic Digital recognises the nostalgia and captivating moments of the best television and movie IP and truly brings them to life for iGaming.”
BetMGM has stated that the slot is the first official online casino game based on the iconic TV series and is available in Michigan and New Jersey, with additional markets to follow. Atlantic Digital is set to develop additional Friends slot titles for the operator in the upcoming months.
“Friends is one of the most iconic and beloved television shows of all time. Bringing it to life in an interactive casino format has been both a privilege and a creative challenge,” added Sam Hobcraft, CEO of Atlantic Digital.
“Our mission is to merge world-class entertainment IP with innovative gameplay, and Friends: ‘The One With the Multi Drop’ is a perfect example of that. We’re thrilled to partner with BetMGM to deliver this exclusive experience to players in the US.”