Connor McDavid Leads BetMGM’s New Responsible-Gambling Push — A Play for Trust

McDavid returns in a short campaign to promote safer play

BetMGM unveiled a new responsible-gambling campaign on Dec. 15, 2025, with NHL star Connor McDavid as the face of the effort. The spot and related ads are meant to push a simple message: enjoy betting, but keep it under control. The campaign is short, direct and built to run during the holiday period and the thick of the hockey season — when betting activity typically rises.

For fans who know McDavid from the ice, the appeal is obvious: a well-known athlete saying it’s okay to set limits carries weight. For regulators and partners, the message signals that BetMGM is putting reputational and compliance issues front and center as it markets to new and existing customers.

A look inside the creative and how it will run

The rollout uses a mix of traditional and digital channels. Expect short TV spots and streaming ads, social clips, and in-app messages pushing users toward responsible-play tools. Creative leans on plain talk rather than hard sell — McDavid appears in short scenes that frame safe play as smart, not shameful. The campaign pairs those messages with clear calls to use deposit limits, cooling-off options and BetMGM’s dedicated player-resources pages.

Media placement will be targeted around sports broadcasts, streaming platforms and mobile, where bettors spend most of their time. The program is built to be measurable: the company can track ad reach, clicks on help links, and how often players engage with the new in-app controls.

How this fits into BetMGM’s corporate picture

BetMGM is the U.S.-facing joint venture created by MGM Resorts (MGM) and Entain. It acts as the consumer brand for sports betting and online gaming where state rules allow it. For MGM Resorts (MGM), the partnership is a way to extend its casino loyalty and marketing into a fast-growing digital channel. For Entain, a veteran gambling operator, the JV is a foothold in the regulated U.S. market.

Responsible-gambling work fits into that strategy in two ways. First, it protects the overall brand and the valuable casino-to-digital pipeline. Second, it lets the business stress compliance as it seeks license approvals and expansions in new states. In short: this is a reputational and regulatory play as much as a marketing one.

Why regulators and public trust make this more than PR

U.S. regulators and state gaming boards are watching the market more closely than ever. They expect operators to do more than post a link to help resources — they want active programs that show measurable prevention and treatment support, clear advertising standards, and tools that give players control.

A visible campaign helps lower the chance of fines, license scrutiny or bad headlines. It also addresses a wider audience — policy makers, municipal leaders and mainstream consumers who may be skeptical about the growth of sports betting. For investors, a credible responsible-gambling program lowers reputational risk and can make regulatory hurdles easier to clear.

What investors should watch after the rollout

Marketing drives short-term costs, but this kind of campaign buys longer-term goodwill. The immediate metrics investors and analysts should watch include new account growth, app downloads, and cost per acquisition. On the product side, look at deposit behavior, active-user retention, frequency of play and average revenue per user.

Also watch indicators tied to the campaign’s safety goals: clicks to responsible-gambling tools, use of deposit limits, and self-exclusion numbers. If those signals rise while churn stays low, the campaign is likely improving the quality of the customer base. If the effort simply increases traffic without improving retention or revenue per user, the investor payoff will be smaller.

Overall, the program is probably neutral to modestly positive for investors. It increases near-term spending but reduces regulatory and brand risk long term. Don’t expect a direct revenue jump from the ads themselves — the payoff is in trust, fewer compliance headaches, and potentially better customer lifetime value.

What the company said — and why McDavid matters

In company materials distributed via PR channels, BetMGM framed the campaign as part of a broader commitment to player safety. A BetMGM spokesperson said the company was focused on helping customers enjoy the product responsibly and on making support tools easy to find and use. The announcement was circulated through PRNewswire and related outlets.

Connor McDavid’s participation matters because he is a top-tier athlete with strong name recognition among hockey fans and general sports viewers. That recognition helps the responsible-gambling message cut through the noise during a busy sports calendar. For BetMGM, the hope is that a trusted face softens the message and makes safety feel like part of being a smart fan.

Sources

• prnewswire.com