BetMGM will sponsor the first-ever custom-branded game on longtime TV staple The Price is Right.
As the next step in the partnership between the gaming operator and production and distribution company Fremantle, BetMGM announced on Wednesday, Sept. 10 that the two companies will debut the new The Lion’s Share pricing game on the long-running game show on Sept. 22 as part of The Price is Right’s 54th season.
BetMGM will also launch a Lion’s Share online casino game in 2026, which will add yet another intellectual property rights game to its extensive library.
The first custom-branded game in The Price is Right history, the Lion’s Share will offer contestants the opportunity to win up to $500,000 in cash, cars, trips and prizes. Contestants will guess whether the prices of everyday items are correct, with each right answer earning them a maximum of five balls. They will then enter a wind tunnel chamber to collect the number of balls earned. Each ball will either grant a certain prize or result in the contestant losing it all.
The Lion’s Share will be the first new game added to The Price is Right in four years.
“This collaboration combines the legacy of an iconic gameshow with the excitement of the BetMGM brand,” said BetMGM Chief Revenue Officer Matt Prevost. “The rarity of a new pricing game and the opportunity for players to win one of the largest prizes in the show’s history reflects BetMGM’s focus on bringing a world of unmatched entertainment to our players.”
BetMGM, come on down
BetMGM first unveiled an IP rights collaboration with Fremantle on Jan. 20, 2025. The partnership granted BetMGM the right to offer and develop online casino games under The Price is Right and Family Feud brands.
“Partnering with BetMGM, a brand known for innovation in games and entertainment, is the perfect collaboration. We look forward to bringing a fresh energy to a timeless format, while honoring the iconic gameplay fans know and love,” said Fremantle Chief Operating Officer Suzanne Lopez.
The MGM Resorts International and Entain joint venture had a presence on TV gameshows even before the Fremantle deal, including a partnership with Wheel of Fortune that not only includes online casino games but also on-screen BetMGM messaging and activations during the show’s broadcast. BetMGM even operates a standalone Wheel of Fortune online casino app in New Jersey and Ontario.
It also offers branded games under the titles of other well-known media trademarks, such as a suite of The Wizard of Oz slots from Light & Wonder in partnership with Warner Bros. Discovery Global Experiences. And in July of this year, it teamed up with London-based studio Atlantic Digital to introduce the first-ever online slot based on hit NBC TV show Friends.
