Challenge
The challenge for MGM was to break into New Jersey’s highly competitive online gambling market, dominated by tacky, cartoonish brands like Golden Nugget and BetFair. As a late entrant, MGM needed to differentiate itself while leveraging its iconic Las Vegas heritage to establish credibility and trust with a new audience. The ultimate goal was to craft a campaign that not only introduced Play MGM but also elevated the digital gambling experience by embodying the sophistication and excitement synonymous with the MGM name.

Approach
With the bold tagline “Vegas is Here,” the campaign delivered the glamour and thrill of Las Vegas through a heart-rate-raising anthem spot, a commanding OOH presence, and a high-impact online media strategy, inviting players to experience the real thrill of Vegas gaming wherever they were in Jersey. We brought the unparalleled excitement, sophistication, and high-stakes glamour of MGM’s Las Vegas legacy directly to New Jersey’s online gambling market. We positioned Play MGM as the premium choice for players seeking a true Vegas experience, even from their living room. By leaning into MGM’s heritage, we created a compelling narrative that resonated with gamers who craved more than cash prizes—they wanted the prestige and thrill of Vegas itself.