Dive Brief:
- WynnBets, the mobile betting app owned by Wynn Resorts and run by online gaming division Wynn Interactive, launched a new campaign starring and directed by actor Ben Affleck, per a press release.
- The campaign features commercial spots that depict Affleck roaming through the Wynn Las Vegas casino and interacting with other celebrities including Shaquille O'Neal, actor Melvin Gregg and Jennifer Lopez's mother Guadalupe Rodríguez. The spots, written and produced by agency Laundry Service, will air on TV and alongside elements that will be integrated throughout WynnBet's mobile app and social media platforms.
- Wynn Resorts is also planning to spend $100 million on WynnBets for the upcoming football season, Bloomberg reports. The announcement and campaign are the latest moves in the increasingly hot online sports-betting space.
Dive Insight:
Casino operator Wynn Resorts is investing heavily in WynnBet, its mobile gaming app, as the online sports-betting category continues to grow. With commercial spots directed by Ben Affleck, the new campaign seeks to promote WynnBet's gaming platform by illustrating the exciting and hectic world of making sports bets. WynnBet currently offers sportsbooks in 6 states, with Arizona becoming the seventh on Sept. 9.
The spots follow Affleck, a longtime gambler, as he moves around the Wynn Las Vegas casino, suggesting to viewers the close connection between the WynnBet app and its home institution. By leaning into its Las Vegas roots, the gaming app could win over consumers who distrust online sports betting because of its proneness to scams. WynnBet could also leverage the authority of its home casino to compete with online-only rivals like FanDuel and DraftKings.
The campaign taps celebrity talent that may help to drive interest from sports and pop culture fans. In addition to basketball legend Shaquille O'Neal — who has previously driven engagement for brands like Papa John's — the spots feature Affleck and fellow actor Melvin Gregg.
WynnBet's campaign arrives as Wynn Resorts plans to spend $100 million on the mobile app this football season, per Bloomberg. The investment follows increased interest by the NFL in marketing opportunities around sports betting. The league in April announced three partnerships with sports-betting companies, and yesterday (Aug. 30) extended deals to four more companies, including WynnBet.
As Wynn Resorts looks to build out its mobile gaming app, moves by other gaming brands are causing the online sports-betting space to heat up. FanDuel this week launched its first national campaign, mainly targeting the upcoming NFL season with an emphasis on appealing to mainstream audiences to capitalize on recent growth. BetMGM, the online sportsbook belonging to MGM Resorts International, last month kicked off a sports betting business show to accompany its mobile platform. These efforts follow fresh tailwinds spurred by the pandemic that have accelerated growth in online sports betting.
