BetMGM: sports-themed
games provide a natural bridge
Prior to SBC Summit North America at the
Meadowlands Exposition Center, Oliver Bartlett, Vice President of Gaming Product & Content at BetMGM, explains the benefits of partnering with professional sports leagues and teams, why
progressive jackpots are thriving after awarding $138m across 2023 and creating a playground for new content with arcade tabs.
New and proprietary content has been a focal point to help differentiate online brands. What mediums has BetMGM been leveraging to capitalise on this demand? What mix of in- house content, aggregation and exclusive partnerships is BetMGM striving for to rapidly distribute new content?
Offering the widest and most diverse content for all segments of players is a priority. We have leveraged partnerships with professional sports leagues and teams to create over 30 games, most recently NHL Gold Blitz, the first NHL- endorsed slot game. Our relationship with our parent company MGM Resorts International gives us access to the IP of their iconic properties.
Also, we are proud to have effective strategic partnerships with the best of the B2B supplier industry to capture as much exclusive content as possible. All of this, combined with our in- house produced content, and a talented team, continues to raise the standard on a formula for success.
It is anticipated that slots and live dealer games will see the most investment in the coming years in the US market. Are these the verticals that BetMGM will mostly be concentrating its iGaming efforts?
Indeed, these are two important areas. However, we aim for a holistic approach and pay close attention to core business such as live casino and slots, while always keeping an eye on “what’s next” in iGaming and listening to
P90 WIRE / PULSE / INSIGHT / REPORTS
Oliver Bartlett VP of Gaming Product & Content BetMGM
We’re incredibly proud to work with Entain’s in-house game studios to develop content that can only be found at BetMGM. We have a fantastic working
relationship and use our market knowledge combined with their creative game-making process
to produce some fantastic titles, like the ever-popular MGM Grand Millions and newer titles such as Craps the Matrix, a perfect game for the U.S. iGaming market with a compelling Craps side bet.
player feedback. For example, our Borgata/BetMGM Arcade tabs serves as a playground for new content including Crash games and Slingo.
Many of BetMGM's highest performing games come from in-house studios. What are the advantages of this - both for control and creative abilities - to tailor offerings for end- users in the most capital efficient manner?
We’re incredibly proud to work with Entain’s in-house game studios to develop content that can only be found at BetMGM. We have a fantastic working relationship and use our market knowledge combined with their creative game-making process to produce some fantastic titles, like the ever-popular MGM Grand Millions and newer titles such as Craps the Matrix, a perfect game for the U.S. iGaming market with a compelling Craps side bet.
MGM has millions of people in their database and much of BetMGM’s success in iGaming has been driven by cross-selling. How has BetMGM’s in-house studios used the historic and significant data it has on the gambling preference of players to create valuable content that matches those preferences?
We utilised MGM IP in games such as Mirage Mega Magma, Bellagio Fountains of Fortune, and MGM Grand Millions. It allows us to create fantastic versions of classic table games (blackjack, craps, roulette) that players from land-based casinos feel immediately comfortable playing.
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