BetMGM

A Vegas-Born Sportsbook Finds Its Roar and Its First Super Bowl Spot.

BetMGM was sitting third in the U.S. sportsbook wars, behind FanDuel and DraftKings, and needed more- than-better odds to hold that podium spot. It needed a brand. Jen helped win the pitch and co-created "Find Your Roar," a brand platform built around BetMGM's authentic Las Vegas roots. She led the design team in shaping a visual identity and activations across OOH, digital, app, website, and experiential that finally gave BetMGM something the rest of the category didn't have: a point of view beyond sign-up bonuses. That brand work led to BetMGM's first-ever Super Bowl commercial, a spot featuring Tom Brady, Vince Vaughn, and Wayne Gretzky during Super Bowl LVIII. BetMGM also became the first brand outside Apple or Pepsi to own the full X takeover on Super Bowl Sunday.

Impact: 393% increase in impressions. 500% jump in video views. 3,297% spike in app clicks. 187% lift in first-time depositors, at virtually the same cost-per-acquisition as a normal week despite 20x the volume. It was BetMGM's highest single-day registration and deposit total in company history. The business held too: $2.1B in 2024 revenue, 946K average monthly actives (up 14% YoY), a 55% Q4 surge in active users, and a firm 14% market share, including 22% in iGaming, in a $14.2B industry where 50+ competitors have either stalled or shut down.

Role: Creative Direction, Pitch Leadership, Art Direction