
BetMGM will soon be introducing slots or other casino games based on the popular game shows “The Price is Right” and “Family Feud,” having secured the exclusive rights to those brands for the purposes of real-money gaming. The operator announced a multi-year partnership with Fremantle, an entertainment company which owns the rights to the two shows. The technological capacity to create the games will presumably come from BetMGM’s half-owner, Entain.
Traditionally, online casino operators license most of their game content from third-party developers. However, competitive pressures in the US market have recently been driving operators to invest more heavily in in-house development or other ways of obtaining unique content.
BetMGM will feature as a sponsor on the shows
The announcement was light on details about the products that will come out of the deal. However, it promised that additional information would be coming throughout 2025. It also revealed that BetMGM will feature as a sponsor during select weeks throughout the upcoming seasons of the two game shows.
Televised game shows are becoming something of a niche for BetMGM. The operator launched a Wheel of Fortune-branded casino and has sponsored Wheel of Fortune episodes to promote it. Adding new game shows to its portfolio through this deal with Fremantle looks like a continuation of that strategy.
Wheel of Fortune Casino operates in New Jersey through an agreement with Sony Pictures Television, the show’s parent, and International Game Technology (IGT), whichf has exclusivity over Wheel of Fortune real-money gambling content.
Suzanne Lopez, COO of Fremantle North America, highlighted the partnership’s innovative potential:
Our exclusive deal with BetMGM and our premier game show IP 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. It’s all about enhancing how fans of “The Price Is Right” and “Family Feud” connect with the shows in fresh, immersive ways.
BetMGM’s Chief Executive Officer Adam Greenblatt added that the partnership would allow the two companies to expand their brands.
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New BetMGM Price is Right games won’t be the first
Although the partnership gives BetMGM the exclusive rights to develop new casino content using the shows’ brands, they won’t be the first such games on the market.
IGT has already developed a slot based on The Price is Right, which is available at several online casinos, such as DraftKings Casino and Golden Nugget Casino. It also has an instant digital scratch card game called The Price is Right Come on Down, available at DraftKings.
It also has one for Family Feud, although Bonus has not observed that title being offered at US online casinos.
BetMGM among operators investing in exclusive content
BetMGM Casino offers one of the largest game libraries among US online casinos. However, investing in developing in-house games reflects a growing industry trend to attract and retain players.
DraftKings was among the first to adopt this strategy and was the only one to do so for a while. Today, DraftKings Casino offers dozens of exclusive games. They include slots such as Dollar Up, table games, and arcade games like the DraftKings Rocket crash game. Recently, Caesars also decided to focus on exclusive games and has introduced over a dozen bespoke branded games. But while they’re Caesars-branded, all of them are based on existing games. However, that will change in the near future. Caesars recently announced the creation of an in-house game studio and partnership with Bragg Gaming as a technology partner.
Meanwhile, BetMGM already has some exclusive content. One notable example is the MGM Grand Millions slot, famous for producing some of the highest US online casino slot jackpots. BetMGM co-owner Entain produces the slot for the exclusive use of its joint venture with MGM Resorts International. Through their partnership, BetMGM has exclusive access to Entain’s US catalog, but the latter has not developed many games for the US market. That could change if BetMGM pursues the strategy more aggressively.