Inside the Secret Court: How BetMGM’s Court of Legends Came to Life

Inside the polished spectacle of the Bellagio in Las Vegas, behind an unmarked entrance that feels more myth than map, something unusual took shape: a basketball court built inside a nightclub – glowing, reactive, and unlike anything anyone has seen before.

For what purpose?

To host BetMGM’s “The Court of Legends,” a first‑of‑its‑kind basketball experience taking place April 4-5.

It will bring together basketball creators and entertainers for trick‑shot demonstrations, dunk showcases, one‑on‑one exhibitions and live performances throughout the two‑day activation.

The event will build toward the “Cavinder v. Cavinder Live from Vegas” skills showdown on April 5 at 8 p.m. EDT /5 p.m. PDT — where former Division I basketball players and prominent social media influencers Haley and Hanna Cavinder will go head-to-head in a competition featuring a 3‑point challenge, a spot‑shooting challenge and the twins’ first-ever public one‑on‑one matchup.

In addition, select VIP guests and BetMGM Court of Legends Leaderboard winners will sit courtside both days, while fans nationwide can watch the stream of “Cavinder v. Cavinder Live from Vegas,” on X, YouTube and the BetMGM app.

“No other sportsbook can give you what BetMGM can, a unique experience that transcends the app,” Alex Zamiar, Group Creative Director at Highdive, an independent ad agency BetMGM works with extensively. “Every other sports betting app, your experience ends on your phone. But with BetMGM, that tap is just the beginning.

“It gives you access to a world of experiences, physical locations, the ability to stay at a hotel, gamble on the floor, go see an event, go see a concert, go see a game. The Court of Legends is how we are bringing that to life during the March Madness tournament.

“The two-night event will be experienced by few, but seen by many with the livestream and BetMGM’s social channels.”

The Making of The Court of Legends

After securing the Cavinder Twins for their showdown, it was on to finding a court.

“We had to find a space where we could do something iconic. Luckily, we found this old nightclub in the Bellagio that was up to the task,” Zamiar said. “The ceilings were high enough, the place felt intimate, and it felt like a speakeasy when you entered. Once we found the space, we had to build it out. It had some infrastructure in it, but no one had built a basketball court and a nightclub, so there was no plan to follow. We had to learn as we went.”

He added: “The space was pretty raw when we got in there, we had to modernize some seating, revamp a couple things, but luckily it had two existing bars in it and most importantly a dance floor we could turn into a basketball court. It’s a legit nightclub but now with an LED basketball court in the middle– every seat will feel like a front row seat.”

Then came the idea for the court itself: a 65-paneled LED half-court with full video.

“The court will be full LED, which means it’ll basically be like playing on a hi-def screen with custom-made graphics for each part of the event,” said Zamiar. “The back wall will be LED, also creating a unique experience for the players and the crowd watching at the nightclub.”

The project has been in development since November and involved significant effort from multiple teams.

Highdive, the lead ad agency, had a team of about 10–12 people handle storytelling, creative strategy, and overall project coordination alongside the marketing team at BetMGM. Sibling Rivalry focused on graphic design and is providing directors for the event.

Lastly, Hovercraft was responsible for physically building the court, including sourcing LED screens, creating visual renderings, and constructing the final interactive basketball court.

The photos below help illustrate how the court came to be.

The physical construction of the court in the nightclub took 10 days, start to finish.

“It’s been a labor of love since November,” Luc Johnson, an Account Director at Highdive, said. “I think the biggest thing is obviously getting alignment from all of our key partners to really make this come to life in the most Vegas way possible.

“We found ourselves in a unique and exciting spot with this space — one that wasn’t originally built for basketball or an event of this scale. But what you’ll see this weekend is something truly stunning.”

The LED graphics will be the highlight of the court, enhancing the viewing experience both on-site and via the stream.

“This is first-of-its-kind — not just in the gambling space, but across the industry,” Johnson said. “What we’ve built here goes beyond a basketball court. It’s a full nightclub experience where sports, betting, and Vegas collide.”

Zamiar added: “No one’s done it in a black box before. A blank canvas where the court will light up the whole space. Making dunks feel bigger, emphasizing the physicality of the 1v1, and make trick shots feel even more legendary. The floor of the court will be the sole lighting source of a basketball event. The ability to create depth in the floor will be both mesmerizing and stunning for people to watch. It will truly be legendary.”

‘A Dream Assignment’

While there were stressful moments and sleepless nights, the opportunity to do something that has never been done before was what motivated all involved in the process from start to finish.

“It’s a dream project,” said Zamiar. “You’re taking a huge brand for a huge event and at the most iconic casino in the world and creating something legendary. It’s what every creative person wants to do, something that has never been created before, and collaborate with a team and client that wants to do the same.”

It was a true collaboration across many teams, and everyone cannot wait for the world to see it.

“From day one, this has been a true collaboration — with BetMGM and every partner involved. Johnson said. “What you’re seeing today is the result of months of evolving that original vision together, and the outcome speaks for itself.

“Opportunities like this don’t come around often, and we treated it that way. The process wasn’t without its challenges, but watching it all come to life this week made every moment worth it. This weekend is going to be something special.”

Fans nationwide can watch the stream of “Cavinder v. Cavinder Live from Vegas,” on X, YouTube and the BetMGM app, Sunday, April 5 at 8 p.m. ET/5 p.m. PT.