Super Bowl Content with Barry Sanders

At the Super Bowl, the BetMGM team had a surprise opportunity to create content with NFL legend and brand ambassador Barry Sanders. The ask came fast: record quick Super Bowl picks, edit them, and get them out on social, all within a matter of hours.

The problem? Michael Schwartz didn’t have his laptop. And there was no time to hand clips off to an editor. But thanks to Slate, none of that mattered.

“I just opened Slate, cut the content down, added overlays, and had it ready to go, all from my phone,” said Schwartz. “It looked clean, on-brand, and polished.”

Later, back at home, he polished the same content using Slate’s desktop app, creating two different formats from a single session. The entire workflow (from capture to publish) was streamlined, branded, and lightning fast. What could’ve been a missed moment became a seamless real-time content win.

Vegas Double Header

That season, BetMGM was tasked with covering two high-profile events in a single weekend: a Vegas Golden Knights game on Friday night, followed by a Raiders home game on Sunday afternoon.

In the past, this kind of turnaround might have led to scrappy, disconnected content. But this time, the team had a plan. They worked ahead with their graphics team to preload Slate with city-specific visuals, Raiders and Knights-adjacent designs, and a unified content theme.

“We didn’t want the weekend to feel like two totally separate stories,” said Dylan Hornik. “By using Slate to pre-load assets and create on the fly, we were able to tie everything together. It all felt like one consistent, branded journey,not just random game-day posts.”

By anticipating the content moments before they happened, and giving themselves the tools to build in real time, the team turned what could have been two siloed activations into one immersive, city-specific story that felt true to the BetMGM brand.

More Than a Tool, A New Way to Work

Slate didn’t just help BetMGM create content faster — it reshaped the way the social team operates.

Before Slate, content planning was mostly reactive. Stories were built in real time, without the opportunity for input from design or deeper strategic alignment. Now, every event begins with a collaborative brainstorm, bringing together social, creative, and design teams to map out content in advance.

“It made us more proactive,” said Michael Schwartz. “Instead of rushing to get content out once we’re onsite, we start with a plan, which means we’re actually creating better content, not just faster content.”

That shift has made a lasting impact. Now, the design team is embedded in the social process. Visuals are created ahead of time. And the final output feels elevated, unified, and unmistakably BetMGM all while freeing the team to stay agile on the ground

Measurable Impact

Slate may not track performance metrics, but the BetMGM team can see the results.

Their Instagram takeovers are performing better. Content output is up. And the brand’s visual identity is more consistent than ever before,  which helps them cut through a noisy, saturated market.

“There’s been a tangible lift in Story performance, especially during takeovers,” said Hornik. “We’re more cohesive now, and audiences are responding to that.”

More than just improving aesthetics, Slate unlocked new creative potential,helping the team tell more thoughtful stories, with more brand integrity, in less time.

“Without Slate, we’d be severely limited,” Hornik said. “With it, we’re just scratching the surface of what we can do.”