Share 
During March Madness, BetMGM had a first‑of‑its‑kind, speakeasy‑style basketball experience called The Court Of Legends at the Bellagio in Las Vegas. This was a unique event for a few players, and one that even fewer online casino and sportsbook operators could offer.
The Court of Legends event was highlighted by Haley and Hanna Cavinder, former Division I basketball players, playing each other one-on-one in public for the first time. Prominent social media influencers also participated in dunking and shooting competitions during the weekend’s events.
The events were streamed on social media and in the BetMGM app. This was a way to reward a few with the in-person experience while allowing fans from around the world to catch a glimpse of the event.
BetMGM players had about a month to enter the Court of Legends promotion by placing $10 wagers or opting in for free through the app by picking which Cavinder would win the game. Wagers with longer odds received more entries into the contest.
Twenty-five winners each received a grand prize package with four tickets to the Court of Legends event during Final Four weekend, a three-night stay at MGM Grand, $2,000 in withdrawable bonus dollars for travel, and $500 in MGM Resorts credit.
PlayUSA was able to sit down with Casey Hurbis, chief marketing officer at BetMGM, at The Court of Legends to get insight into the event. We also discussed possible future events.
PlayUSA was also able to get a behind-the-scenes view of the Court of Legends. The production team ran through the visuals they would be using on the court during the weekend.
It was certainly a unique event in a special location in Las Vegas that hasn’t been open to visitors in nearly a decade.
PlayUSA mentioned to Hurbis and other representatives in attendance that there should be more events like it here in the future.
A twist for online casino marketing
Online casino operators are always looking for omnichannel opportunities to connect land-based gaming with online. Last year, BetMGM collaborated with AGS to create a seamless campaign for new Rakin’ Bacon! slots online and at MGM’s Borgata in Atlantic City.
Connecting online sports betting with the land-based casino experience is a little different. This promotion was a change for BetMGM. It often uses older athletes like Barry Sanders and Wayne Gretzky, and graying actors like Jamie Foxx and Jon Hamm, to promote the company.
In a press release, Hurbis said:
“BetMGM is committed to creating legendary experiences for our players that go beyond the game, and the Court of Legends will be our most ambitious idea yet. We’re creating something epic that blends basketball, entertainment, and the unmistakable energy of Las Vegas.”
In addition to the grand prize at the Bellagio, BetMGM gave away $2 million in bonus bets to be used in the app.
This was an online promotion that offered a special live event with online wagering. It was a mix of offline and online marketing that could reach all players.
Hurbis said it’s all about engaging with people.
“This is a social, digital-first campaign, so we want to make sure we’re aligning ourselves with talent that lives in that space. Followers of the Cavindar twins view them as not just athletes but lifestyle icons. That really effectively converts passive social media engagement to active brand loyalty. When you’re working with talent, particularly in the digital and social space, it’s reach, but it’s also the engagement. And you want to be able to borrow that equity from them.”
While any sportsbook could set up a promotion like this, few have access to the most luxurious casinos.
Inside The Court of Legends
The Court of Legends promotion was built on the back of BetMGM’s “Make it Legendary” campaign. This event had to be something groundbreaking and memorable.
While The Bank Nightclub welcomed as many as 1,000 partiers, Hurbis told us only 100 contest winners and VIPs were offered attendance. In addition to the action on the court, they were treated to an open bar for the festivities.
The hidden location for The Court of Legends was inside the space formerly occupied by The Bank nightclub. It closed in 2018. Entering the old club took guests through a long hallway reminiscent of a speakeasy. This led to the old dancefloor being reimagined as an LCD basketball court.
Coincidentally or not, the entry to the event at the Bellagio is reminiscent of the one in the most recent commercial with Hamm. It turns out the commercial was not made in Las Vegas.
Walking through the venue brought up memories from years gone by. It was also a great reimagining of a space that could, and should, be used more often for special events.
Alex Zamiar, group creative director at Highdive, explained why they chose this space for the promotion:
“We had to find a space where we could do something iconic … The ceilings were high enough, the place felt intimate, and it felt like a speakeasy when you entered. Once we found the space, we had to build it out. It had some infrastructure in it, but no one had built a basketball court and a nightclub, so there was no plan to follow. We had to learn as we went.”
The venue felt vaguely familiar and new at the same time. It’s now a mix of traditional and modern elements thanks to the 65-panel LED floor and LED wall.
Just the beginning
Hurbis sees the Court of Legends promotion as building a framework for more special events for BetMGM. There are countless opportunities for more “legendary” experiences since the sports calendar never ends.
The World Cup is the next major sporting event. The finals are being held at MetLife Stadium in New Jersey. Hurbis said they were already exploring options to create another legendary moment for fans and BetMGM players. The company operates Borgata in Atlantic City, about an hour away from the stadium.
He’s also looking further into the future, possibly at MLB or something for football season. It wasn’t discussed, but Court of Legends could come back for the beginning of the NBA season.
While he didn’t let anything slip, it wouldn’t be surprising to see more special BetMGM events in Las Vegas.
