MGM Resorts’ and its sports betting venture, Roar Digital, has formalized a multi-year partnership with Buffalo Wild Wings which will see the BetMGM digital gaming platform introduced on a national scale inside the sports bar brand’s venues.
Described as a first-of-its-kind alignment between a national sports bar and a gaming leader, the partnership will bring a sports gaming experience to the Buffalo Wild Wings offer and is expected to generate further collaborations inside MGM properties and sportsbooks. Among the first of those collaborations will be a new Buffalo Wild Wings sports bar slated to open at Mandalay Bay in 2020.
While the strategic alignment between these industry leaders is focused on capitalizing on future opportunities as states continue to pass sports betting legislation, consumers will begin to experience BetMGM at Buffalo Wild Wings as early as this week. The partnership kicks off with Picks and Props, a free-to-play football game available nationwide. Plans also include a sports betting test program in New Jersey later this year with the goal of expanding to additional states as legislation is passed.
“Our partnership with Buffalo Wild Wings is an important development in MGM and Roar’s position as the leader in sports entertainment and betting,” said MGM Resorts Chairman and CEO Jim Murren.
“With more than 1,200 sports bars across the country, Buffalo Wild Wings is firmly established as a ‘go-to’ venue for sports viewing in all of its markets. Adding access to MGM’s world-class properties and the BetMGM mobile app will create unique customer experiences and redefine how fans enjoy sports.”
Lyle Tick, Buffalo Wild Wings’ President, added: “As the largest sports bar in the country, Buffalo Wild Wings has the opportunity to pioneer sports gaming experiences for fans, and we are taking the first critical step on that journey through our partnership with BetMGM. This is a landmark relationship between two preeminent experience brands that puts us in a position to innovate the current sports watching experience to bring the best of sports gaming to our guests.”
Buffalo Wild Wings and BetMGM also will collaborate on a sports betting test program in New Jersey later this year. It will give consumers exclusive perks such as enhanced odds and free bets when the BetMGM app is accessed inside Buffalo Wild Wings. The two firms aim to expand the program to additional states as legislation allows.
Adam Greenblatt, CEO, Roar Digital, said: “Buffalo Wild Wings is a perfect complement to our best-in-class sports betting and igaming products as they are leaders in serving up exciting and innovative game day experiences. This multi-year relationship will strengthen as states adopt sports betting regulations, with strategies already in place to drive customer adoption, engagement and loyalty.”