Under the terms of a new intellectual property deal, BetMGM will produce a range of slot, table, and non-traditional games set in the shows’ settings
BetMGM and Fremantle have negotiated a groundbreaking partnership which will see the sportsbook and online casino’s brand’s library of games expand significantly with a number of new, branded titles based on the popular The Price is Right and Family Feud game shows.
BetMGM Taps Popular IP to Bring Even More Worthwhile Online Casino Games
Having run for decades, the shows are well-known cultural phenomena that have established themselves in the collect consciousness of the United States and beyond, enough for BetMGM to consider them an important intellectual property to build a series of games around.
BetMGM has already been expanding its reach in customizable games built around individual franchises or developed exclusively for its platform. The addition of The Price is Right and Family Feud slots, table games and non-standard casino titles will only help the company further flesh out its ambitious portfolio of exciting games.
Commenting on this opportunity, Adam Greenblatt, BetMGM CEO, had this to add: “This partnership unlocks various ways for BetMGM and Fremantle to collaborate and expand our brand. 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.”
The company has boasted a strong presence in iGaming, noting that its online casino has proven a particularly strong business vertical for it. Last year, the company doubled down on a partnership with Brian Christopher – a slot streamer and influencer who has been introduced as an official brand ambassador.
As to the company’s latest foray in branded content, Fremantle North America COO Suzanne Lopez has hailed BetMGM’s decision to seek to turn the reversed IP into casino games, an important milestone for both companies.
“This innovative collaboration paves the way for in-game branding across diverse online casino categories, while also providing opportunities for integrated TV sponsorships,” Lopez said.
BetMGM Makes Its Presence in iGaming Felt on Multiple Fronts
The partnership is also coming at a time when BetMGM is enjoying several noteworthy achievements in the sector. In August, a lucky player won a $6.5m online casino jackpot playing remotely in New Jersey, making it the largest single win in the history of online jackpots in the United States.
Although BetMGM has been struggling to keep pace with rivals FanDuel and DraftKings in sports betting, the company has done much better in the online casino realm, where it has secured distinct partnerships that have set the company apart from competitors.
