BetMGM Doubles Down on NFL with New Betting Products

BetMGM Sportsbook is putting its eggs in the basket marked “NFL” with a raft of new enhanced features in time for the start of football season.

Product innovations include weekly promotions and what the sportsbook calls “legendary experiences”.

The aim of the site enhancements is to “reward players” through bigger loyalty benefits and “premium” experiences, according to the BetMGM release.

CEO: Players ‘Want Memorable Experiences’

BetMGM’s CEO Adam Greenblatt was keen to big up the sportsbook’s new features. He said that bettors “want more than just a place to make a wager,” adding that they are looking for “memorable experiences, meaningful rewards, and opportunities to stay connected to the action.”

While BetMGM Sportsbook has offered MLB deals in the past, this is the biggest football-focused campaign for some time.

It’s not just sports betting features where BetMGM feels it needs to improve. There are also a raft of football-themed bonuses and free games planned.

BetMGM Function Improvements

Improvements to the BetMGM sportsbook functionality include:

• Performance upgrades, including quicker page loads, better site navigation, and improved live betting functionality.
• Injury protection with BetDefense: Receive a stake back if your player prop pick is sidelined by injury.
• Odds Flash: Real-time notifications on football odds changes (pro and college)
• Expanded Cash Out: BetMGM is improving its Cash Out tool to allow more flexibility when settling football wagers early.

Football-Themed Games All Season

Additionally, BetMGM Sportsbook is introducing new football season games, such as Ultimate Teams. It’s a free-to-enter game which gives you the chance to win a share of $50,000 weekly.

The BetMGM casino app also has new football-themed casino games, including team-branded slots and live dealer games. These, of course, are only available in states with regulated online casino gambling.

BetMGM Sportsbook, customers in states with MGM-branded retail betting, such as Nevada, can also enjoy in-person experiences.

Selected retail sportsbooks are set to host free-to-play Pick’em Contests for football fans during the season.

Football Season Battlegrounds for Betting Companies

U.S. betting companies are pulling out all the stops with NFL Week 1 here. Keen to not be left behind by the rise of prediction markets, sportsbooks are keen to shore up their customer base and attract new blood.

Nowhere is this conflict more evident than in the big-money advertising campaigns that have been ramping up the past week.

Most recently, Hollywood It-girl Sydney Sweeney promoted prediction exchange Novig in a no-holds-barred ad campaign. The commercial featured a nude Sweeney talking up Novig’s focus “entirely on sports”.

So far, the NFL is reticent to partner with prediction markets in the same way that the NBA and MLB have. Online sportsbooks like BetMGM have spotted this gap and are continuing to enhance their traditional NFL betting markets to attract to a loyal customer base.

BetMGM Sports Betting Revenue Up

BetMGM, which offers sports betting in over 30 states, reported no growth in revenue for its most recent Q2 report.

Q2 2026 net revenue was $228 million, up exactly 0% year over year. However, for H1 of 2026, it marked a 2% year-over-year increase, to $431 million.

There was a slight uptick in overall handle (3%) but the last half of the FIFA World Cup and start of NFL season could improve BetMGM’s fortunes come the next report.