BetMGM launches new NHL star-fronted RG campaign
'Mullet Over' features former and current NHL players Terry Ryan and Connor McDavid highlighting the operator’s deposit and stake limits
BetMGM has launched a new responsible gambling campaign across North America, featuring former NHL star Terry Ryan and Edmonton Oilers captain Connor McDavid.
‘Mullet Over’ reminds players about the operator’s responsible gambling tools, including setting deposit and stake limits.
Airing in both Canada and the US across TV and digital, the 30-second spot starts with McDavid and Ryan having a conversation on game day, to which Ryan says he is unsure of what responsible gambling tool to use.
McDavid responds that he should ‘mullet over,’ at which point Ryan’s hair grows out into a mullet and there is a montage of him thinking while in various places, including next to a campfire and ice fishing.
As the montage ends, Ryan says he knows what to do and a voiceover explains that with BetMGM’s responsible gambling tools, players can “always mull it over ahead of time.”
The latest commercials follow on from BetMGM’s ‘Carried Away’ campaign which launched in 2024 and led to an increase in customers using responsible gambling tools.
In Ontario, there was a 34% year-over-year increase in players using deposit limits and a 55% rise in customers using stake limits
Richard Taylor, BetMGM’s director of responsible gambling, said of the latest campaign: “Our new campaign with Connor and Terry builds upon our approach to deliver an entertaining and memorable responsible gambling message.
“We’re committed to finding new and creative ways to reach customers and encourage them to ‘mull it over’ before they place a bet.”
Commenting on the ad, McDavid added: “Filming the ‘Mullet Over’ commercial with Terry was a fun opportunity to combine hockey humor with a meaningful message.
“It’s important to stay in control, and BetMGM’s tools and resources help customers do just that.”