BetMGM has secured the exclusive online casino rights to two of the biggest gameshows in U.S. television history.
Through an exclusive online casino rights partnership with entertainment production company Fremantle, the gaming operator has gained the intellectual property rights for The Price is Right and Family Feud. The deal covers slots, table games and non-traditional casino games.
BetMGM said in a release that the partnership establishes the foundation for it to create customized online casino content around both brands.
“This partnership unlocks various ways for BetMGM and Fremantle to collaborate and expand our brand,” said BetMGM CEO Adam Greenblatt. “Family Feud and The Price is Right are two of the most popular game shows in North America, and we look forward to bringing their fun and excitement to our online casino in various exciting ways.”
Suzanne Lopez, COO of Fremantle North America, said the deal with BetMGM “represents a significant milestone for us both.”
“This innovative collaboration paves the way for in-game branding across diverse online casino categories, while also providing opportunities for integrated TV sponsorships,” Lopez added. “It’s all about enhancing how fans of The Price Is Right and Family Feud connect with the shows in fresh, immersive ways.”
BetMGM adds iconic game shows to suite of media partnerships
BetMGM’s online casino offers more than 3,500 titles across North American markets and one of the largest state-by-state exclusive jackpot networks. Family Feud and The Price Is Right join the likes of Borgata Casino, Party Casino and Party Poker as online casino brands under the BetMGM umbrella.
The MGM Resorts International and Entain joint venture also has a presence on TV game shows already, such as its high-profile partnership with Wheel of Fortune. That deal not only included online casino games but on-screen BetMGM messaging and activations at various stages of the show’s TV season.
It sounds like the deal with Family Feud and The Price Is Right could involve similar features. BetMGM said that while more details of the partnership will be released at a later date, it will be featured as a sponsor with exclusive, never-before-seen partnership integrations during select weeks throughout the upcoming TV seasons of both shows
It has also been expanding its visibility with other new media partners, such as a multi-year strategic deal it signed with Gannett Co. in September that established it as the “preferred online sportsbook and casino partner” of USA TODAY Sports.
BetMGM also became the official odds provider of the Associated Press last May, taking over from U.S. sports betting market leader FanDuel. That came three months after it had formed a strategic partnership with social media site X, formerly Twitter, in February in a first-of-its-kind pact between a sportsbook and social media platform.
