BetMGM Takes the Lead at MGM Sportsbooks
BetMGM is now officially the operator for MGM Resorts International’s racebook and sportsbook activities at its physical casinos nationwide.
In essence, BetMGM will assume the role of a "key employee" for MGM’s sportsbooks, undertaking various high-level responsibilities at those locations. BetMGM is a 5050 joint venture formed by the casino giant and Entain Plc.
"The expectation is that BetMGM will have certain high-level functions, including trading, customer service, risk and fraud, marketing, and payments. As the employer, MGM be responsible for oversight and policy direction,” said BetMGM attorney Scott Scherer to CDC Gaming.
In connection with its management of MGM racebooks and sportsbooks, BetMGM will implement the house rules established by the different gaming venues.
Recent Addition to BetMGM's Series of Actions
BetMGM has referred to 2024 as "a year of investment," and the announcement that it is spearheading MGM's physical sportsbooks is the most recent development in a wave of activity at the iGaming and sports betting company.
Earlier this month, BetMGM revealed the appointment of Casey Hurbis as chief marketing officer. He formerly worked in the same position at Rocket Mortgage and possesses over twenty years of experience in the automotive field.
“Hurbis and BetMGM’s creative agency of record, Highdive, previously collaborated on three top-ranked Super Bowl campaigns at Rocket Mortgage, laying the foundation for even greater synergies and success at BetMGM,” according to a press release.
Last month, BetMGM simplified its digital rewards system, allowing bettors to see their earned loyalty points in one wallet rather than navigating through multiple state-specific wallets.
In August, BetMGM announced that the digital wallets utilized by bettors could be transferred across state borders. Clients registering for a BetMGM account in Las Vegas can now utilize that same account in other states where the operator provides iGaming and sports betting services. The company is the pioneer in the gaming industry to utilize that synergy.
Additional BetMGM Insights
The connections between BetMGM and MGM have been evident for some time, and several of the casino operator's physical sportsbooks already feature BetMGM branding, suggesting that the transition to BetMGM managing those locations was more about “when” rather than “if.”
Long-standing rumors have circulated about MGM's desire to oversee the entire iGaming/sports betting division, and this speculation gained momentum earlier this year when activist investors advocated for changes at Entain. CEO Jette Nygaard-Andersen stated that joint ventures are not permanent, yet MGM has not made any public announcement regarding plans to purchase Entain’s share of BetMGM, nor has the UK-based firm indicated it is looking to sell that stake.
Regarding daily operations at MGM sportsbooks, BetMGM is in charge; however, if major problems arise, resolutions will be determined by an executive at each casino, and that individual will be an MGM employee, rather than a BetMGM one.
