Inside BetMGM: Exclusive Insights with Oliver Bartlett, VP of Gaming

_{Oliver Bartlett, BetMGM's VP of Gaming, is helping redefine online casino experiences across North America through branded content. (Image: Courtesy of BetMGM)}

At just 18, Oliver Bartlett was working as a waiter at the Claremont Club in London, a high-end private members’ casino destination. Over two decades later, he’s shaping the future of digital gaming as Vice President of Gaming at BetMGM.

With more than 21 years in the casino and gaming industry, including over six in the U.S. market, Bartlett now oversees content and commercial strategy at one of North America's most prominent online casino brands. “This industry is my home. It’s high-energy and fast-paced, I love it,” he says.

Elevating the Player Experience

Bartlett is leading BetMGM's push to expand beyond traditional gaming, blending nostalgia with innovation to meet evolving player demands.

“We don’t dictate the roadmap, our players do,” Bartlett explains. “We use surveys and direct feedback to decide what comes next.”

One example is "Floor Favourites", a section of BetMGM’s platform featuring classic land-based casino titles familiar to those who’ve played in Las Vegas or Atlantic City. The brand is also investing in non-traditional games, including arcade-style content, crash games and Slingo, bolstered by a dedicated loyalty programme rewarding daily engagement.

The Wizard of Oz Reimagined for a New Generation

A major success has been BetMGM’s exclusive "Wizard of Oz" franchise, developed in partnership with Light & Wonder. The original game remains a top ten performer for the platform.

_{Bartlett spilled the tea with Casinos.com, chatting branded slots and the big wins behind the scenes. (Image: Alan Evans)}

“The second game, launched just yesterday, was our best-performing title of the day,” Bartlett reveals. 

“There’s a heritage link between MGM and "The Wizard of Oz", the MGM Grand in Las Vegas was once themed as the Emerald City. It’s a natural fit.”

Jackpots That Make Headlines—and Memories

Big wins are frequent on the BetMGM platform, with hundreds of jackpots and bonuses paid out each day. In the past year, one player in West Virginia won $1 million, one of the state’s largest-ever payouts. Another player took home $6.5 million.

“We don’t just pay jackpots; we celebrate them,” Bartlett says. 

Winners are often flown to Las Vegas for bespoke experiences, from luxury stays to concert tickets tailored to their tastes.

Branded content is a core part of BetMGM’s growth strategy, and it now includes a pioneering WNBA-branded casino game.

“It’s a first-of-its-kind product, and I’m incredibly proud of it,” Bartlett says. “Women’s sports deserve far more attention than they get, and we’re trying to do our part.”

BetMGM has also secured exclusive rights to "Family Feud" and "The Price Is Right" through a deal with Fremantle. Integration with the shows themselves is on the horizon, with various game formats set to launch in line with the autumn television season.

Relentless Content Release and Smart IP Selection

Across four U.S. states and one Canadian province, BetMGM now releases up to 130 new games per week. Many are platform exclusives.

“We’re always on the hunt for new IP,” Bartlett notes. “TV and film-themed slots are a focus, but they have to fit the right gameplay and math models.”

Inclusion, Data and Personalisation

The company’s support for women’s sports is matched by efforts to broaden inclusion across the platform.

“We’re seeing growing interest in women’s football, rugby, basketball. That should be reflected in gaming, too,” Bartlett says.

On the back end, data drives nearly every product decision. With a catalogue of more than 5,000 games, BetMGM leverages its business intelligence team and platform partner, Entain, to tailor content recommendations for each player.

Regulated Growth Across Borders

Ontario has already proven to be a strong market for BetMGM, and Alberta is firmly in the crosshairs for future expansion.

“We’d love to see faster progress in the U.S., but things often stall at the legislative stage,” Bartlett says. “We hope to see Alberta go live early next year.”

While black and grey markets continue to exist, Bartlett is clear: “Players will always find ways to gamble. We want them doing it safely, and that’s only possible in regulated environments.”

Blending Online and Land-Based Loyalty

Despite BetMGM’s digital focus, Bartlett believes land-based casinos will continue to thrive in the U.S.

“We’ve seen in New Jersey that online doesn’t cannibalise offline, they offer different experiences,” he says.

Through partnerships with MGM Resorts, players can earn and redeem loyalty points both online and in person, helping unify the customer journey across platforms.

Giving Back: From Responsible Gaming to Turkeypalooza

BetMGM is a founding member of the Responsible Online Gaming Association (ROGA), helping establish industry-wide best practices for safe play. The company recently partnered with Kindbridge Behavioural Health in Colorado to support self-excluded players with mental health assessments and group support services.

Community involvement is also a key focus. BetMGM takes part in initiatives such as Turkeypalooza with the Washington Nationals, Adopt-A-Family with Volunteers of America, and Pride events in Jersey City and Las Vegas.