Client Need

In a market where innovation and customer experience are make-or-break factors, BetMGM needed a way to stay ahead of evolving player expectations. How could they continuously refine their products, enhance their customer experience, and ensure their marketing efforts hit the mark—all while keeping a pulse on emerging trends?

The solution: a dynamic, long-term research program that could not only inform decisions but also foster a deeper understanding of BetMGM players.

Methodology: BetMGM Insiders Communities

We developed and manage the BetMGM Insiders Communities, a long-term customer insights platform designed to engage BetMGM’s most loyal and active players. This program operates at the intersection of qualitative and quantitative research, combining the best of both worlds:

• Key Areas of Inquiry: The community tackles topics central to BetMGM’s success—product development, customer experience (CX), marketing effectiveness, and exploration of emerging subjects.

• Ongoing Engagement: Through regular surveys, discussions, and feedback sessions, we provide BetMGM with a continuous flow of actionable insights directly from its players.

• Flexible Methods: From concept testing and UX feedback to exploring emotional drivers behind brand loyalty, the community is built to adapt to BetMGM’s evolving needs.

By keeping players involved in the brand’s decision-making process, the BetMGM Insiders Communities have become a vital source of strategic insights.

Results

The insights generated by the BetMGM Insiders Communities have directly influenced key aspects of the brand’s strategy, including:

• Product Innovations: Player feedback has shaped feature rollouts, ensuring new products resonate with user expectations and needs.

• Enhanced Customer Experience: CX improvements grounded in real customer input have strengthened satisfaction and loyalty.

• Sharper Marketing: The community has helped fine-tune messaging and campaigns, ensuring that BetMGM’s marketing efforts connect with players on a deeper level.

More than a research program, the BetMGM Insiders Communities represent a partnership between the brand and its players. By involving customers in the evolution of their experience, BetMGM not only gains a competitive edge but also builds stronger, lasting relationships with the people who matter most.