BetMGM rolled out a new responsible gambling television spot featuring Connor McDavid yesterday. The Edmonton Oilers captain has been a Brand Ambassador for the operator since March 2022.
McDavid stars alongside Terry Ryan in the commercial. Ryan played in the NHL before switching to acting in 2007. The two promote BetMGM’s responsible gambling tools through what the company calls a “lighthearted take on a hockey-themed hairstyle.”
The spot, titled “Mullet Over,” is running across US and Canadian television networks. It’s also appearing on digital platforms.
Why BetMGM Keeps Pushing Responsible Gambling Messages
The operator’s previous McDavid campaign in 2024 showed real results. Players in Ontario increased their use of deposit limits by 38%. Stake limit usage jumped 55% during the same period.
Those numbers matter. And they’re exactly what regulators want to see from licensed operators.
BetMGM currently offers spending limits and session time controls. The company also uses British Columbia Lottery Corporation’s GameSense platform. These tools give players ways to manage their betting activity before problems develop.
Richard Taylor, BetMGM’s Director of Responsible Gambling, said the new campaign builds on their approach. “We’re committed to finding new and creative ways to reach customers and encourage them to ‘mull it over’ before they place a bet.”
What the Campaign Actually Shows
McDavid and Ryan deliver responsible gambling messages through hockey humour in the commercial. They specifically advise players to stay mindful when wagering on BetMGM. The ad promotes the operator’s RG resources throughout.
“Filming the ‘Mullet Over’ commercial with Terry was a fun opportunity to combine hockey humor with a meaningful message,” McDavid said. “It’s important to stay in control, and BetMGM’s tools and resources help customers do just that.”
New York agency CAPE directed and produced the spot. They worked with BetMGM’s creative and responsible gambling teams on the project.
How This Fits BetMGM’s Broader Strategy
The operator continues partnering with high-profile athletes for responsible gambling messaging. That’s different from typical celebrity endorsements that just push betting.
BetMGM recently became the official sports betting and online casino partner of the Pittsburgh Penguins on November 13. The deal includes arena signage at PPG Paints Arena and co-branded social content.
But the focus on RG tools through celebrity campaigns sets a specific tone. Other operators mostly use sports stars to drive sign-ups. BetMGM’s putting them in front of cameras to talk about limits and self-control instead.
The approach seems calculated. After all, McDavid’s previous campaign drove measurable increases in players actually using betting controls. That’s data regulators notice when reviewing license renewals.
