BetMGM, a leading sports betting and iGaming industry player, has appointed Casey Hurbis as its new Chief Marketing Officer (CMO). The official announcement was released on the company’s website on December 9, 2024
Hurbis, an accomplished marketing executive with over 30 years of experience, will report directly to Chief Revenue Officer Matt Prevost, who described him as a “visionary leader.”
His extensive background in consumer engagement and innovative marketing strategies positions him to spearhead major initiatives at BetMGM.
An industry veteran
Casey Hurbis brings with him abundant experience in various industries. Most recently, he served as CMO at Canadian real estate company Rocket Mortgage, where his innovative marketing strategies earned widespread recognition.
Under his leadership, Rocket Mortgage’s collaboration with the Chicago-based advertising agency Highdive on three Super Bowl campaigns achieved consecutive number 1 rankings on USA Today’s Ad Meter, from 2020 to 2022.
Plus, it was during this time that the company launched the Rocket Mortgage Classic, now one of the most awarded events on the PGA Tour.
Before his period at Rocket Mortgage, though, Hurbis spent over two decades in automotive marketing, working with prominent brands such as FIAT and Alfa Romeo. His expertise spans consumer engagement, digital advertising, partnership development, and experiential marketing.
“Sports betting is one of the most competitive and rapidly evolving industries in the marketing world,” Hurbis said. “BetMGM is a brand with incredible momentum, backed by a team that is redefining how we engage and entertain audiences. I look forward to pushing the boundaries of creativity and innovation to not only attract new audiences but enhance the experience for our loyal players.”
Adding strength to BetMGM’s market status
Founded in 2018, BetMGM quickly established itself as a leading brand in the U.S. sports betting industry, which gained significant traction following a U.S. Supreme Court decision legalizing sports betting.
In 2023 alone, BetMGM generated $1.96 billion in revenue, underlining its rapid growth and strong market presence. The brand operates in 29 markets with mobile and retail offerings, and its Sportsbook app is accessible via iOS, Android, and desktop platforms.
The addition of Hurbis to BetMGM’s leadership team is expected to further accelerate the brand’s momentum.
“Building BetMGM from the ground up into one of the most recognizable brands in the sports betting and iGaming sphere has been an incredible accomplishment made possible by the tireless efforts of our amazing team,” Prevost stated. “Bringing a visionary leader like Casey Hurbis on board adds another impactful advantage for our brand.”
Growth on the horizon
BetMGM is on an uphill trajectory in the sports betting and iGaming industry. The company’s net revenue from operations for the first half of 2024 reached $1 billion, marking a 6% increase from the same period in 2023.
High-impact initiatives under Hurbis’ leadership aim to further improve BetMGM’s competitive edge.
Hurbis will remain based in Detroit, Michigan, though he plans to spend considerable time at BetMGM’s headquarters in Jersey City, New Jersey.
Beyond his professional achievements, Hurbis is actively involved in philanthropic efforts, supporting organizations like the Special Olympics and the Salvation Army. He also serves on the Board of Directors for Adcraft Detroit and the Detroit Sports Commission.
BetMGM and Highdive
Hurbis’ appointment also strengthens the relationship between BetMGM and Highdive, the creative agency responsible for its high-profile advertising campaigns.
Highdive was the creative force behind BetMGM’s Super Bowl ad debut in 2023, featuring stars like Tom Brady, Wayne Gretzky, and Vince Vaughn..
BetMGM has consistently leveraged celebrity partnerships to augment its brand visibility. High-profile campaigns have included collaborations with Jamie Foxx, Connor McDavid, and Kevin Garnett.
The company’s innovative marketing strategies have made it a strong challenger against competing sports betting companies. Casey Hurbis’ previous collaborations with Highdive at Rocket Mortgage, along with the first SuperBowl ad, can be an indication of the path BetMGM’s marketing department will follow during his tenure as CMO.
Focus on Responsible Gaming
As BetMGM expands its market presence, responsible gaming remains a significant priority. The company integrates responsible gambling tools into its platforms, providing customers with an engaging yet safe experience.
Resources such as GameSense—developed by the British Columbia Lottery Corporation—are designed to educate players about safe gaming practices. GameSense complements BetMGM’s existing suite of tools, which aim to ensure a secure and enjoyable digital environment for all users.
Future outlook
With Casey Hurbis at the helm of its marketing strategy, BetMGM is entering a transformative phase of growth and innovation. Known for his creative vision and deep understanding of consumer engagement, Hurbis is set to reshape how the brand connects with its audiences.
His leadership brings a focus on developing campaigns that blend high-impact storytelling with cutting-edge technology, ensuring BetMGM remains ahead in a fiercely competitive industry.
Casey Hurbis’ experience at Rocket Mortgage, where he launched award-winning initiatives like the Rocket Mortgage Classic, will likely influence BetMGM’s approach to experiential marketing.
His proven ability to build partnerships with prominent figures and organizations could drive new collaborations that amplify the brand’s visibility.
This collaborative approach and creative mindset will be instrumental in navigating the intensifying competition within the sports betting sector, ensuring BetMGM’s position as a market leader. As the brand continues to grow, Casey Hurbis’ vision promises to leave a lasting impact on both the company and the industry.
BetMGM’s Expansion into the Canadian Market
In April 2022, BetMGM launched its online sports betting and iGaming platforms in Ontario, marking its first international market outside the United States.
This strategic move allowed BetMGM to tap into Ontario’s regulated online gaming market, offering Canadian players a range of sports betting options and casino games.
These collaborations aimed to strengthen the brand’s appeal among Canadian sports enthusiasts.
BetMGM’s entry into Ontario was facilitated by obtaining a license from the Alcohol and Gaming Commission of Ontario (AGCO), ensuring compliance with provincial regulations.
While currently operating exclusively in Ontario, BetMGM’s successful integration into this market may pave the way for future expansion into other Canadian provinces as regulatory frameworks evolve.
The company’s commitment to responsible gaming is evident through the integration of tools like GameSense, developed by the British Columbia Lottery Corporation, to promote safe gambling practices among its users.
BetMGM has already showed its commitment to improving its presence in the country by partnering up with Canadian sports icons such as Wayne Gretzky and Connor McDavid, featuring them in marketing campaigns to resonate with local audiences—likely a small preview of what could be developed under Casey Hurbis.
