• by Danielle Oster , April 23, 2025

Interactive gaming and sports betting platform Hard Rock Bet is welcoming the beginning of “Jackpot Season.”

For the next 11 weeks, the brand will feature 2,000 jackpots comprising over $1.5 Million in prizes, with a new campaign to inform New Jersey gamers of the opportunity.

A series of ads takes inspiration from comedic tropes more commonly found in mockumentaries than casino marketing, focusing on a cast of characters who are “Jackpot Enthusiasts.” The approach came from the insight that casino players “follow the action, track jackpots, and know exactly where to play,” according to the brand. There’s a full-length, two-minute launch ad, as well as 30-second and 15-second iterations. The campaign is running across a variety of channels across the state of New Jersey.

Hard Rock Bet worked with creative agency 72andSunny on the campaign, as well as teaming up with comedic director Emma Debany, known for the TV series "Dead Friends."

“We obsessed over every detail of this self-aware world, from the tone of voice to the tiniest props inspired by graphics from casino games, because we knew the more specific and unexpected it felt, the more it would resonate with a savvy audience that’s seen it all. And we were lucky to work with Emma, who packed so much humor into every scene,” 72andSunny Group Creative Director Geno Burmester said in a statement. “

The campaign follows Hard Rock Bet leaning into March Madness last month with its “Battle of the Bets” campaign.