PlayMGM
Overview
MGM, synonymous with the thrill and sophistication of Las Vegas, was ready to make its mark in New Jersey’s crowded online gambling market. After acquiring the Borgata in Atlantic City, MGM launched its PlayMGM app, bringing the allure of Vegas to a space dominated by cartoonish, lowbrow competitors. With data showing that gambling in Vegas feels more “legit” to players, we didn’t just introduce an app to New Jersey—we delivered the experience of an entire city. And nothing says Vegas like MGM.
Art direction
Sapient Razorfish
Client
Studio
MGM Resorts
Aggressive
Binks Idrovo
2017
Agency
Role
Year
Custom lettering
TV commercial
To capture the heart-pounding allure of Vegas gaming, we created a sleek TV spot that immersed viewers in the MGM experience. Using ASMR, we transported audiences, making them feel as though they were physically in the middle of the action. This unique sensory approach brought the thrill of Vegas to life, showcasing MGM’s unparalleled ability to deliver authentic gaming excitement in the digital space.
Hand lettering
For the out-of-home portion of the campaign, we tapped a talented hand-lettering artist to create typography that embodied both “Jersey Pride” and classic Vegas glamour. I guided the exploration of a bold brush lettering style, blending an “Old American” aesthetic with subtle touches of Las Vegas glitz. This distinctive lettering not only captured the campaign’s spirit but also added a striking, personal visual element to the ads, ensuring they stood out in a saturated market.
Out-of-home advertising
The OOH work brought the bold Vegas experience to life across New Jersey. With large-scale placements designed to grab attention, the campaign amplified MGM’s presence, presenting it as a high-stakes, high-class alternative to the market’s tackier offerings. The dynamic brush lettering added a uniquely human touch, while the overall design cemented MGM’s position as the brand synonymous with sophistication and thrill.
Results:The campaign drove a clickthrough rate 15x the industry standard, catapulting PlayMGM from industry unknown to the #2 app in the market.
Case study: