BetMGM is bringing back Connor McDavid for a new responsible gambling campaign, rolling out a TV and digital spot called “Mullet Over” that mixes hockey humour with a clear message about staying in control when betting. The ad, which also features former NHL player and actor Terry Ryan, is now airing across the United States and Canada as part of the operator’s ongoing safer play strategy.
A Lighthearted Take On A Serious Message
Shot with a tongue-in-cheek nod to the classic hockey mullet, “Mullet Over” uses McDavid and Ryan to remind viewers about the responsible gambling tools built into the BetMGM app. The spot was directed and produced by New York-based agency CAPE in collaboration with BetMGM’s creative and responsible gambling teams, and is running on TV as well as online platforms.
In a social post amplifying the campaign, McDavid reinforces the idea that fans should be mindful and deliberate whenever they choose to wager. McDavid said, “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.”
Building On A High-Impact 2024 Campaign
The new creative follows BetMGM’s 2024 responsible gambling ad “Carried Away,” which paired McDavid with a narrative about knowing when to stop. According to BetMGM, that earlier campaign delivered a measurable shift in player behaviour in Ontario, with a 38%year-over-year increase in players using deposit limits and a 55%increase in players using stake limits after the ad aired.
Those figures support BetMGM’s view that big-name talent and entertaining storytelling can drive real uptake of safer gambling tools when the message is woven directly into the brand’s marketing. This year’s “Mullet Over” spot is designed to build on that foundation, again putting responsible gambling at the centre of a mainstream campaign rather than treating it as small print.
Tools, Limits And GameSense Integration
Inside the app, BetMGM offers a suite of responsible gambling features, including options for customers to set time limits, spending caps, deposit limits, and stake limits. The operator also uses GameSense®, an industry-leading program developed and licensed to MGM Resorts and BetMGM by the British Columbia Lottery Corporation, which provides practical tips and encourages transparent, proactive engagement around healthy play.
Richard Taylor, BetMGM’s Director of Responsible Gambling, said, “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.”
McDavid’s Role As A Long-Term Ambassador
McDavid, a three-time Hart Memorial Trophy winner, made his NHL debut in 2016, becoming the league’s youngest-ever captain at 19 years old. In that same season, he captured the Art Ross Trophy, Hart Memorial Trophy, and Ted Lindsay Award, honours he has gone on to win multiple times.
He has represented BetMGM as a brand ambassador since March 2022, joining a roster of high-profile partners that the company uses across both commercial and responsible gambling campaigns. Co-star Terry Ryan, a former NHL first-round pick turned actor and author, adds a storytelling edge to “Mullet Over,” reflecting his wider presence across hockey podcasts and media.
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