BetMGM's Casey Hurbis Emphasizes Marketing Perspective at SBC Summit Americas: "Day-to-day, I'm a gambler in the advertising world"
Article:
BetMGM's Chief Marketing Officer, Casey Hurbis, finds his new role a natural fit, as he's always been a marketer and a gambler.
During a panel session, "Creating Brand Loyalty with BetMGM Chief Marketing Officer Casey Hurbis," at the SBC Summit Americas in Fort Lauderdale, Hurbis discussed his mission to keep BetMGM competitive in the booming sports betting industry.
"Marketing and gambling go hand-in-hand for me," Hurbis told moderator Wayne Kimmel, partner of SeventySix Capital.
Hurbis is tasked with carving out a space for BetMGM amidst the industry's rapid growth. A statistic Kimmel pointed out, 49% of Americans traveled to Las Vegas or visited a casino in 2024, suggests that Hurbis' job has its perks.
Strategies for Brand Loyalty
Hurbis' strategic approach for BetMGM concentrates on partnerships, marketing budget allocation, responsible gaming initiatives, and digital expansion.
Partnerships and Sponsorships
A series of strategic partnerships, such as with the NASCAR Xfinity Series, have escalated brand visibility and loyalty for BetMGM. These alliances with high-profile events provide a broader audience and a strong brand presence [1][2].
Marketing Budget Allocation
With 20% of a marketing budget ranging from $150 to $250 million dedicated to partnerships, Hurbis is well-positioned to maximize these investments to create brand loyalty through clever alliances and promotions [2].
Responsible Gaming Initiatives
The adoption of the GameSense program enhances BetMGM's commitment to responsible gaming, which builds trust and loyalty among customers [2].
Digital Expansion
BetMGM's impending digital growth across online betting, casino, and poker should focus on enhancing user experience through inventive digital content and experiences, reinforcing brand loyalty [3].
Interest in Gambling Among Americans
The growing interest in gambling among Americans presents an opportunity for Hurbis to succeed. Key drivers of this fascination include:
Legalization and Accessibility
The expanding legalization of sports betting across U.S. states increases accessibility and appeal to a broader audience [3].
Digital Engagement
The rise of digital platforms makes it easier for Americans to engage with sports betting, providing an opportunity for BetMGM to create memorable experiences and build brand loyalty [3].
Marketing and Promotions
Effective marketing strategies, including partnerships and sponsorships, can capitalize on this interest by offering engaging experiences and promotions to attract and retain customers [1][2].
In essence, Hurbis' mission likely involves leveraging these trends by providing engaging experiences, rigorously pursuing partnerships, showing a commitment to responsible gaming, and enhancing the digital user experience.
[1] CDC Gaming Reports (19 Feb. 2021). "BetMGM Thrives in U.S. Sports Betting Expansion." [2] Sports Handle (16 Mar. 2021). "BetMGM Expands into West Virginia; BetRivers Rolls into Iowa." [3] Legal Sports Report (7 Jan. 2020). "Online Sports Betting in the U.S. Set to Boom in 2021"
Technology plays a crucial role in Hurbis' strategic approach, as BetMGM emphasizes Digital Expansion to create an innovative user experience across online betting, casino, and poker games.
Capitalizing on the increasing popularity of sports betting among Americans, Hurbis seeks to combine technology with casino-games and sports-betting, offering a unique experience that bridges the gap between physical casinos (casino-and-gambling) and modern digital platforms.
