• by Danielle Oster , December 9, 2024

BetMGM likes its odds for growth under new marketing leadership.

The online sports gaming company hired Casey Hurbis as its new CMO, reporting directly to Chief Revenue Officer Matt Prevost. 

A release announcing the news credited the new CMO’s track record of experience in “consumer engagement, digital advertising, partnership development, experiential marketing and more.” 

An industry veteran of around three decades, Hurbis joins BetMGM from Rocket Mortgage, where he spent about seven years as the online mortgage company’s CMO. During his tenure, Rocket Mortgage established a presence as a Super Bowl advertiser, including topping USA Today’s Super Bowl “Ad Meter” ranking.

Prior to joining Rocket Mortgage Hurbis held various marketing leadership roles for FCA Fiat Chrysler Automobiles. Earlier in his career, he spent the better part of two decades with Omnicom agency BBDO – rising to the role of senior vice president, management supervisor, before his 2011 departure from the agency.

“Sports betting is one of the most competitive and rapidly evolving industries in the marketing world,” Hubris said in a statement, calling it “an exciting time” in the brand’s growth, and aspiring to “pushing the boundaries of creativity and innovation to not only attract new audiences but enhance the experience for our loyal players.”

BetMGM held about 13% of sports gambling and i-gaming market share across 29 markets in North America, according to the company’s midyear update in July. DraftKings and FanDuels remain market leaders in the category.

“2024 is a year of investment, focusing on improving our customer experience and stepping up our level of investment in players,” BetMGM CEO Adam Greenblatt said in a statement at the time, while alluding to plans to “deploy additional marketing in the back half of this year.”

In its Q3 earnings call with investors, William Joseph Hornbuckle, president and CEO of parent company MGM Resorts, expressed enthusiasm for the BetMGM brand and the evolution of its offering around football this year.

Data platform Statista estimated the U.S. online sports betting market would reach $14.3 billion in revenue this year -- projecting an annual growth of 10.73%, resulting in market volume of $23.8 billion by 2029. DraftKings and FanDuel remain the most used sports betting websites in the U.S., according to Statista, at 35% and 32%, respectively – compared to an estimated 22% for BetMGM.

 

 

 

@font-face {font-family:"Cambria Math"; panose-1:2 4 5 3 5 4 6 3 2 4; mso-font-charset:0; mso-generic-font-family:roman; mso-font-pitch:variable; mso-font-signature:3 0 0 0 1 0;}p.MsoNormal, li.MsoNormal, div.MsoNormal {mso-style-unhide:no; mso-style-qformat:yes; mso-style-parent:""; margin:0in; line-height:115%; mso-pagination:widow-orphan; font-size:11.0pt; font-family:"Arial",sans-serif; mso-fareast-font-family:Arial; mso-ansi-language:EN;}.MsoChpDefault {mso-style-type:export-only; mso-default-props:yes; font-size:11.0pt; mso-ansi-font-size:11.0pt; mso-bidi-font-size:11.0pt; font-family:"Arial",sans-serif; mso-ascii-font-family:Arial; mso-fareast-font-family:Arial; mso-hansi-font-family:Arial; mso-bidi-font-family:Arial; mso-ansi-language:EN;}.MsoPapDefault {mso-style-type:export-only; line-height:115%;}div.WordSection1 {page:WordSection1;}