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BetMGM is a partnership between MGM Resorts International and Entain Holdings that is revolutionising sports betting and online gaming in the United States. But the race to win US sports betting and iGaming customers is as tough as it gets.

An immature market. A passionate, sports-mad, entertainment-driven audience. Unlimited opportunities for expansion but plenty of fierce and experienced competitors, with bottomless pockets and relentless drive.

We were approach to devise a content platform to attract and convert fans hungry for news, insight and analysis that can give them the edge.



We recommended the solution needed to go further than a humble blog.

BetMGM aimed to generate new signups through organic content marketing versus expensive and highly competitive paid media to recruit new customers.

Our solution focused on creating world-class editorial hubs to access market-leading content inspiring people to become betting fans with sign-ups to BetMGM’s countrywide betting sites.
Enter THE ROAR. A bold and confident identity to unify sporting and igaming content.

Fronted by Jamie Foxx, with all the tenacity and confidence needed to take on and beat the giants of the sector.

The platform solution had to be both elegant and technically slicker than the rest. It needed to double down on the brand mantra of delivering ‘Holy Sh*t’ Experiences.
We devised a common architecture and tech solution serving two separate content experiences, one for passionate sports fans and one for casino aficionados.

Our intuitive and customised content management system simplified the experience for 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 Roar’ has become a voice of authority in sportsbook and igaming news. With a 4000%+ increase in search visibility since launch, the distinctive and confident positioning coupled with an innovative editorial platform is setting the new standard in content and user experience.


“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