Casino games

BetMGM takes a look at NHL-branded casino games.

BetMGM created casino games with an NHL rotation in one Canadian province and three US states in an effort to increase fan engagement with the league.

Last Updated: October 6, 2022 7:26 PM ET
Reading time: 4 minutes

On Thursday, BetMGM announced the launch of NHL-branded online casino games, which will be available to US players on BetMGM’s mobile betting app in New Jersey, Pennsylvania and Michigan, in addition to Canadian players located in Ontario.

The games available include roulette, blackjack, baccarat and a live money wheel game – and if you think the idea of ​​combining baccarat with the NHL is a little confusing, rest assured it doesn’t have to be. nothing to do with the support of Brad Marchand.

“Launching these unique games further strengthens our relationship with the NHL,” said Oliver Bartlett, Chief Gaming Officer at BetMGM.

The three-dimensional animations will provide an “immersive experience” by “taking players onto the ice and directly into BetMGM’s live version of the same game.”

NHL Roulette will feature realistic ball movements. NHL Blackjack will place the virtual player at a table inside an arena skybox with the ability to move between seats virtually.

A little less creative, Dream Catcher (the money wheel game) will allow players to bet on the number they think the wheel will stop at, with the suspense (hopefully) being generated by various multipliers.

“We are excited to expand our relationship with BetMGM through the development of NHL-branded casino games,” said Jason Jazayeri, NHL Vice President of Business Development. “Especially when these new platforms [will] allow us to deepen the connection that NHL fans have with our sport in a more immersive and compelling way. »

A new field for the NHL

The NHL is relatively new to partnering with operators for regulated gambling, including legal sports betting. It wasn’t until earlier this year, in April, that the NHL announced a pair of multi-year partnership deals that made FanDuel and BetMGM the professional hockey league’s first-ever North American sportsbook partners.

As the Official Sports Betting Partner of the NHL, BetMGM will build on its success in the United States by continuing its efforts through personalized content, media and email marketing programs in Canada.

“The new sports betting landscape in Canada presents a tremendous opportunity to strengthen fan engagement,” said NHL Chief Business Officer and Executive Vice President Kevin Wachtel. “We are thrilled to expand our partnerships with these two leaders as we begin our transformative entry into this space in Canada and engage our passionate Canadian fan base.”

The terms of these agreements include the right for the operators to use the official NHL mark and category designations in various ways. FanDuel and BetMGM will receive personalized content on NHL-controlled media channels. They will be integrated into flagship NHL events, including camera-visible signage and on-site activation opportunities.

“Our existing partnership with the NHL has accelerated our ability to reach hockey fans and allowed us to deliver an enhanced hockey betting product,” said Adam Greenblatt, CEO of BetMGM. “We are excited to continue our relationship with the NHL, including incorporating some of its all-time greats, from Wayne Gretzky to Connor McDavid, into our brand marketing.”

Disturbingly for some Canadian baby boomers, this likely means operator marketing campaigns will be in full effect for viewers of the TSN and Sportsnet platforms. Gretzky took the heat from Canadian fans when he began appearing in a series of commercials for BetMGM’s fledgling NHL partnership.

No word on when Connor is set to make his BetMGM commercial debut, although we hope his game has improved since last year’s Rogers campaign.

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