LeoVegas awards UK media business to Omnicom agency

The LeoVegas Group, which owns brands including BetMGM brand in the UK, has appointed Omnicom-owned OMG UK to its media account following a competitive closed process.

MGM Resorts International acquired LeoVegas Group in 2022; its main brands also include Bet UK, Pink Casino, Royal Panda and Slot Boss.

Effective immediately, OMD UK will be responsible for the brand’s full-service media scope, and will add digital duties which will transfer to the agency in 2025.

The account will be serviced out of both London and OMG’s office in Newcastle , which is also where LeoVegas Group’s UK office is situated.
It is said that the cross-location servicing, the calibre of talent within both regions, and OMD’s media planning expertise and deep sector experience were pivotal to the appointment.

OMD UK has been appointed to fuel the group’s continued growth as the brand enters its second year in the UK market.

The agency will be responsible for leveraging its “It’s Showtime” creative platform, devised by agency Recipe, which last week saw the launch of a new TV campaign fronted by Hollywood star and BetMGM ambassador Chris Rock.

LeoVegas Group director of UK, Ireland and sponsorship Sam Behar said: “As we continue to build on the success of LeoVegas Group and the launch of BetMGM in the UK, OMD are the perfect partner to support us in achieving our ambition in becoming one of the most recognised and respected operators in this space.

“We are excited to be working closely with the team in Newcastle and to create a media partnership that builds upon the local talent that both businesses have invested in.

OMD UK chief executive Suzy Ryder added: “Combining science and creativity to deliver media planning solutions is our passion, and LeoVegas Group’s ‘It’s Showtime’ platform provides the perfect opportunity to demonstrate this, while navigating a highly regulated category.

OMG’s ‘agency as a platform’ approach, connecting the best in media capabilities, tools and talent is ideal for achieving LeoVegas Group’s market share ambitions. Let the show begin!”