DraftKings & BetMGM take advantage of $7m Super Bowl ads

credit: Shutterstock
credit: Shutterstock

Super Bowl advertisements are a yearly tradition for the NFL’s flagship game and betting operators DraftKings and BetMGM made it their mission to be the topic of conversation during the intervals. 

Recognising the importance of the 123 million plus viewing figures Super Bowl LVIII pulled in last Sunday, BetMGM enlisted NFL legend Tom Brady amongst other star-studded names for its latest ad. 

Brady, alongside actor Vince Vaughn and NHL icon Wayne Gretzky, explained in the 30 second ad why BetMGM is ‘for everyone except Brady as he has won enough’ alluding to the former New England Patriots quarterback’s record seven Super Bowls won throughout his 22-year playing career. 

Despite national broadcaster CBS maintaining the $7m-per 30 second ad slot from the last two years, the record-high figure for a Super Bowl ad is not deterring companies like BetMGM to enlist big names to showcase their product on the annual biggest televised event in the US. 

DraftKings also recognised the enormity of the Super Bowl, particularly as it was held in Las Vegas, Nevada, regarded as the betting and gaming home of the US. 

Comedian Kevin Hart featured in DraftKings’ ad which had the Hollywood actor “feeling like Jimmy Johnson in the 90s” with the operators instant payouts offering, which also saw the legendary Dallas Cowboys coach appear towards the end. 

With the surging growth of the online betting market, next to the Super Bowl ad presence and the fact that the finale was held in Las Vegas, the stars seemingly aligned for bookmakers like DraftKings and BetMGM to showcase their brands last Sunday. 

Prior to the event, the American Gaming Association (AGA) predicted that a record 67.8 million Americans could wager on Super Bowl LVIII on Sunday between the Kansas City Chiefs and San Francisco 49ers. The estimated figure of potential bettors would be a 35% increase compared to Super Bowl LVII.

AGA President and CEO, Bill Miller, said: “As the Super Bowl comes to Las Vegas for the first time, this year’s record interest in wagering marks a full circle moment for the U.S. gaming industry. 

“Our priority remains getting this opportunity right by providing the consumer protections only a regulated market can guarantee and investing in responsible gambling tools, safeguards, and education.”

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