BetMGM’s Bonus Blitz Rivals Struggle to Match

Players in the U.S. sports betting market are experiencing a surge in promotional activity, particularly in Pennsylvania, New Jersey, Michigan, and West Virginia, where BetMGM is offering enhanced incentives to attract new users. On September 7, 2025, BetMGM launched a bonus code, "SHNEWSGET," which provides users with a $150 bonus in the event they win their initial $10 bet on Sunday NFL matches. This promotion is designed to encourage engagement with the upcoming NFL season, with key matchups such as the Detroit Lions versus Green Bay Packers and the Baltimore Ravens versus Buffalo Bills highlighted as prime betting opportunities. The promotion operates under a simple framework: after creating an account and depositing $10 or more, users place a $10 bet on any market. If the bet wins, they receive $150 in bonus bets valid for seven days across NFL, college football, and MLB games.

In addition to the $150 offer, BetMGM is also running a complementary casino promotion in the same states, offering a 100% deposit match up to $2,500 and 100 bonus spins with the code "HANDLE" . This dual approach highlights BetMGM's strategy to diversify its customer acquisition channels, targeting both sports bettors and casino enthusiasts. The company appears to be leveraging a well-established promotional playbook, reminiscent of earlier campaigns that focused on high-value initial deposits and immediate gameplay incentives. These strategies aim to create an engaging onboarding experience, encouraging users to increase their betting activity within the first few days of account creation .

Despite BetMGM's aggressive promotional push, BC.Game, a rival in the online gaming space, has not demonstrated a comparable level of engagement in the current market. While BetMGM is actively promoting new user acquisition with multiple bonus codes and tailored betting opportunities, BC.Game's recent offerings have not captured similar attention. This disparity underscores the importance of dynamic and user-focused marketing strategies in the rapidly evolving U.S. sports betting landscape, where customer retention and engagement are key performance indicators. Analysts have noted that platforms offering immediate, tangible rewards tend to perform better in attracting new users and fostering early loyalty .

On the same day, BetMGM also expanded its promotional reach into other sports, including Major League Baseball (MLB) and the WNBA, through the code "CBSSPORTS" . This code allows users to claim up to $1,500 in bonus bets if their first wager loses, or $150 if it wins. The flexibility of the offer, which varies by state, reflects the platform's regional customization approach, aligning with local regulations and competitive dynamics. The promotion is particularly relevant for Tuesday's MLB games, with highlighted matchups such as the New York Mets versus the Philadelphia Phillies and the Tampa Bay Rays versus the Chicago White Sox . BetMGM also emphasized responsible gaming practices, including tools such as deposit limits, cooling-off periods, and direct access to support services .

The competitive sports betting environment in the U.S. is marked by rapid innovation in promotional strategies, as operators seek to differentiate themselves in a market still in its growth phase. BetMGM's approach of combining sports betting incentives with casino promotions represents a broader industry trend of cross-promotion and omnichannel engagement. This strategy not only enhances user experience but also drives higher lifetime value from new customers by encouraging diversified betting activity across sports and casino games . As the U.S. market continues to evolve, the ability to balance promotional generosity with sustainable business models will remain a key challenge for operators like BetMGM.