OMD UK has been appointed as the media agency for LeoVegas Group, following a closed competitive process.
- The decision was influenced by OMD’s strategic locations in Newcastle and London, aligning with LeoVegas’s North East roots.
- MGM Resorts International’s acquisition of LeoVegas in 2022 and the UK launch of BetMGM in 2023 were pivotal in shaping this partnership.
- OMD will utilise the “It’s Showtime” creative platform, with recent campaigns featuring Chris Rock.
- The collaboration aims to enhance LeoVegas’s market position utilising OMD’s full-service media capabilities.
OMD UK has been named the media agency of record for LeoVegas Group, an appointment that followed a closed, competitive process. This strategic decision by LeoVegas was significantly influenced by OMD’s operational presence in Newcastle and London, which aligns with LeoVegas’s base in the North East of England. The collaboration highlights a shared commitment to leverage local expertise and resources.
The acquisition of LeoVegas Group by MGM Resorts International in 2022 set the stage for new developments, including the launch of the BetMGM brand in the UK in September 2023. This context frames the evolving partnership with OMD, aimed at strengthening LeoVegas’s brand recognition and market reach.
A key element of OMD’s role will be the utilisation of the “It’s Showtime” creative platform. This initiative recently saw the launch of a new television campaign fronted by Chris Rock, designed to captivate audiences and enhance brand engagement in a highly regulated industry.
Suzy Ryder, CEO of OMD UK, has expressed enthusiasm over the opportunity to combine the agency’s proficiency in scientific and creative media planning with the dynamic potential of LeoVegas’s “It’s Showtime” platform. This approach underscores the ambition to navigate and excel in the challenging regulatory landscape of the gaming industry.
Sam Behar, Director of UK, Ireland & Sponsorship at LeoVegas Group, acknowledged OMD as an ideal partner to support their goals of becoming a leading operator in the market. There is a shared excitement about harnessing local talent and creating a fruitful media partnership based in the Newcastle office.
OMD’s appointment marks a significant step in LeoVegas’s strategic expansion efforts in the UK market.
