BetMGM Unveils LegendSCARY Halloween Casino Campaign

BetMGM has launched LegendSCARY, a Halloween casino campaign that runs until November 1 across its US online casino, combining an exclusive slot, leaderboard competitions, a sweepstakes promotion and rewards. The company announced the campaign on October 15 and calls it its biggest seasonal casino campaign of the year.

Oliver Bartlett, BetMGM’s senior vice president of gaming, said in the announcement: “Halloween lends itself perfectly to casino entertainment, and LegendSCARY Month is all about making October more fun for our players.” He added that the company had “packed the month with experiences that keep the excitement going every time players visit BetMGM.”

A Haunted Lobby and an Exclusive Pig

Players logging in this month find spiders, bats and cobwebs throughout the BetMGM lobby, along with a dedicated Halloween category for seasonal favorites and new releases. BetMGM says it offers more than 50 Halloween-themed online Slots in total.

The headline title is Bigger Piggy Halloween Bank, which the announcement describes as a Halloween version of a popular casino title. The game comes from supplier Inspired and is exclusive to BetMGM Casino and BetMGM’s own Borgata Online sites in New Jersey and Pennsylvania. It mixes Bonus Spins, jackpots, Cash and Collector symbols and a Piggy Wheel Bonus that can award additional prizes and bonus features.

Five Promotions, Five Windows

Rather than one long offer, BetMGM split the month into a rotating schedule of themed promotions:

• Kickoff to the Crypt, October 1-11
• MGM Monster Mash Leaderboard, October 12-18
• Promo Your Way Frenzy, October 19-25
• The Final Haunting Sweepstakes, October 26-29
• The Final Drive Leaderboard, October 30 to November 1

A Sweepstakes Inside the Casino

The October 15 announcement came after Kickoff to the Crypt had already finished, so only the later promotions were still ahead when the campaign was unveiled. Despite its name, The Final Haunting Sweepstakes is a promotion inside BetMGM’s real-money casino, not a separate sweepstakes site.

BetMGM posts the full details and terms for each promotion on its casino site every week. The promotions are not available in Alberta or Ontario, the two Canadian provinces where BetMGM also runs an online casino.

Built on Make It Legendary

LegendSCARY borrows from Make It Legendary, the brand platform BetMGM unveiled in August 2025 with actor Jon Hamm as its newest brand ambassador and the independent agency Highdive behind the creative, according to Entain’s announcement of the relaunch. The first of six TV spots, directed by Noam Murro, was scheduled to premiere during college football games on August 30 that year. BetMGM says the Halloween campaign “puts a Halloween spin on the company’s broader focus of delivering elevated entertainment.”

Exclusive games are a deliberate part of that pitch. In its second-quarter business update, BetMGM credited its exclusive content for player engagement, pointing to new Game of Thrones titles, fresh Rakin’ Bacon and Buffalo Triple Power releases, and the first two titles in its Hollywood legends line-up, Elvis Presley: Viva Las Records and Marilyn Monroe Slingo.

The Casino Carries the Business

The seasonal push lands in BetMGM’s strongest product. The company, a joint venture of Entain and MGM Resorts International, reported second-quarter iGaming net revenue of $483 million, up 8% from $449 million a year earlier, while online sports revenue was flat at $228 million.

It also put its share of gross gaming revenue in its active iGaming markets at 20%, against 8% in online sports and 13% overall.

But the outlook is softer than the casino numbers suggest. Average monthly actives fell 3% to 875,000, and BetMGM said it now expects to land toward the lower end of its 2026 guidance of $2.9-$3.1 billion in net revenue. It also pushed its target of $500 million in Adjusted EBITDA beyond 2027, citing prediction market regulatory complexity among the reasons.