FEEDING FAST-PACED GROWTH
BetMGM is unique collaboration between MGM Resorts, renowned for its legendary Las Vegas casino hotels, and Entain, the world’s largest online gaming company. This 3-year-old company is growing in the US at a furious pace as more and more states legalise online sportsbook betting and iGaming. The competition to acquire new customers is equally ferocious.

Sportsbook, casino and poker fans are all united by their hunger for news, insight and analysis that can give them the edge. While keeping them entertained.

A VOICE WITH AUTHORITY AND INFLUENCE
Enter THE ROAR.
A bold and confident identity to unify sporting and iGaming content. And an innovative editorial platform setting the new standard in content and user experience.

THE ROAR IDENTITY
is the perfect expression of BetMGM’s new ambition to be the dominant player in online sportsbook and iGaming publishing.

We created a highly flexible design system, replete with a dynamic font and appealing colourways to reflect the variety of online sports betting, casino and poker gaming options on offer.

ONE SIMPLE PLATFORM. TWO STUNNING EXPERIENCES
was our end-game. We devised a common architecture and tech solution serving two separate content experiences. One for the passionate sports fan. The other for the casino aficionado.

Our intuitive and customised content management system simplifies the lives of the BetMGM’s content creators and editors.

While simultaneously providing a contemporary and elegant interface that allows readers to easily find editorial content they crave.

“The Mammoth team’s passion for and clear understanding of the BetMGM brand coupled with their UX and technical capability was a clear differentiator on this project. They are now one of our most respected agency partners because they bring real value to every interaction we have, and I never fail to be impressed by their ability to challenge and positively shape our thinking.”
— Raymond Doyle, VP of Digital Media & Brand, BetMGM