32% More App Installs and 28% Signup Increase in a Category That Didn't Exist

App downloads up 32% across iOS and Android, signups up 28%. BetMGM continued the format based on results. The playbook was adopted by Ontario Lottery and Gaming, FanDuel, Kubota, Toyota, and Hyundai.

Amazon did not allow real-money gaming ads on Fire TV. Not restricted - the category did not exist. No framework, no approval path, no precedent.

I led the internal policy effort across Amazon's compliance, legal, and platform teams - bridging iGaming regulations and AGCO (Alcohol and Gaming Commission of Ontario) requirements with Amazon's advertising standards to unlock real-money gaming as a new ad category on Fire TV. Then I launched BetMGM's first-ever RMG campaign on the platform, embedding QR codes with direct app install CTAs into the Fire TV creatives - viewers scanned from their couch, downloaded the app, and signed up without ever leaving the screen.