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BetMGM: Elevating Online Gaming with Las Vegas Flair

Discover how BetMGM is revolutionizing online gaming by bringing the glamour of Las Vegas to players' homes. With exclusive content, authentic branding, and innovative omnichannel integration, BetMGM is reshaping the online casino industry.
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MGM National Harbor

Branimir Ivanov | Senior News Contributor

Updated: Apr 29, 2024

The BetMGM takeover

With an ever-growing number of online gambling platforms vying for players' attention, the challenge to capture and retain an audience is considerable. Much like their land-based counterparts, online casinos must offer a diverse range of games and promotions to entice players, but in the digital realm, creativity and innovation are paramount. In the United States, where online gambling is gaining rapid popularity, this challenge is particularly pronounced.

 

Key Points

  • Exclusive Content: BetMGM boasts the largest library of exclusive online casino games, featuring iconic MGM Resorts’ Las Vegas casinos. These games are meticulously crafted to offer players an immersive experience, setting them apart from standard online casino offerings.
  • Authentic Branding: Unlike many competitors, BetMGM doesn't just slap logos onto existing games; it creates games around the brand. This approach ensures that players feel the genuine essence of Las Vegas, whether they're playing from home or planning a visit to the Strip.
  • Omnichannel Integration: BetMGM is at the forefront of omnichannel gaming, connecting its online platform with land-based casinos. By offering games that resonate with both online and offline players, BetMGM is driving foot traffic to MGM Resorts’ physical properties while maintaining a strong online presence.

 

Enter BetMGM, a major player in the online casino industry, known for its innovative approach to gaming. BetMGM understands that to capture the imagination of players, it needs to do more than just offer run-of-the-mill casino games. It needs to create an experience—an experience that transports players to the glitz and glamour of Las Vegas, right from the comfort of their own homes.

In a recent conversation with Oliver Bartlett, the Vice President of Gaming Product and Content for BetMGM, PlayUSA delved into the company's strategies. Bartlett highlighted BetMGM's focus on offering exclusive content, boasting the “largest library of exclusive content” among online casinos. These exclusive games, he explained, feature iconic MGM Resorts’ Las Vegas casinos, aiming to recreate the excitement and allure of the Vegas Strip in players' homes.

BetMGM's approach to branding sets it apart from others in the industry. Instead of simply slapping logos onto existing games, the company takes a more immersive approach. Bartlett pointed to Luxor Fortunes, a game based on the Luxor Hotel & Casino, as an example. He emphasized that it's more than just a superficial logo; it's a fully immersive experience that captures the essence of the Luxor. This attention to detail extends to other games as well, with each one carefully crafted to evoke the spirit of its Las Vegas counterpart.

To achieve this level of authenticity, BetMGM collaborates closely with its online game designers, manufacturer design teams, and the slot team from MGM Resorts’ land-based properties. This integration allows for the creation of games that resonate with both online and offline players, blurring the lines between virtual and physical gaming experiences.

But BetMGM's integration of Las Vegas casino themes into online games isn't just about entertainment—it's also a strategic move to drive foot traffic to MGM Resorts’ physical properties. By featuring games based on Las Vegas resorts like Excalibur and Luxor, BetMGM hopes to entice players to visit these establishments in person. Bartlett suggested that the popularity of online slots could influence players' decisions to visit specific casinos, such as the Bellagio, over neighboring competitors.

The concept of omnichannel gaming, which connects land-based casinos with online platforms, is gaining traction in the industry. BetMGM and IGT recently introduced the first online progressive slot machine jackpot in New Jersey, a move that Bartlett sees as just the beginning. He believes that it's inevitable for online casino games to make their way into land-based casinos, although logistical and economic factors currently pose challenges.

Looking ahead, BetMGM is exploring new avenues for brand partnerships and game development. Bartlett hinted at upcoming collaborations with sports, TV, and film-related content, promising “very exciting” additions. While he remained tight-lipped about specifics, Bartlett assured that BetMGM's innovation knows no bounds.

 

“Creating a holistic experience online and in casinos is the future of gaming. We're bringing the excitement of Las Vegas to players' homes while also enticing them to visit our physical properties.”

 

Conclusions

In conclusion, BetMGM's innovative approach to online gaming, with its emphasis on exclusive content and authentic branding, is reshaping the industry. By marrying the glamour of Las Vegas with cutting-edge digital technology, BetMGM is not only captivating online players but also driving traffic to MGM Resorts’ physical properties. As the online gambling landscape continues to evolve, BetMGM remains at the forefront of innovation, promising an exciting future for players and casino enthusiasts alike. With each new game and partnership, BetMGM is raising the bar for what online casinos can achieve, ensuring that the thrill of Las Vegas is never more than a click away.

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