BetMGM is gearing up to launch a new collection of online casino games behind a partnership with a fashion and lifestyle company that has a stake in gaming.
BetMGM announced a deal with FashionTV Gaming Group to exclusively deliver a series of branded online casino games. As part of the deal, FashionTV is providing BetMGM with access to its blackjack and roulette offerings for BetMGM Casino and Borgata Online Casino. The partnership had an initial launch in Michigan and New Jersey with plans to bring FashionTV-branded online casino titles to BetMGM’s other licensed iGaming markets.
“At BetMGM, we have redefined what it means to deliver entertainment in iGaming,” said BetMGM VP of Gaming Oliver Bartlett. “By introducing iconic TV and movie titles to iGaming and now partnering with FashionTV Gaming Group, we’re creating experiences that go beyond gameplay and connect players to the brands they love.”
In addition to online casino games, FashionTV provides lotto, sports betting, scratch card and bingo offerings. In 2025, FashionTV reached an agreement with Playtech to provide Hard Rock Bet with a new online casino title, FashionTV Bank: Cash Collect.
FashionTV, which launched in 1997 as a fashion print media brand, has a global reach that extends to more than 200 countries, with audiences across digital, TV and social channels.
“We are proud to bring FashionTV’s luxury lifestyle universe to the heart of online gaming in North America,” said FashionTV Gaming Group President Moshe Cohen. “BetMGM’s leadership and scale make them the perfect partner to transform our vision into a North American success story.”
In addition to Playtech and BetMGM, FashionTV has a portfolio of partners and licensees that also includes BetConstruct, EveryMatrix, Evolution, Flutter and SOFTSWISS.
BetMGM Casino’s efforts to diversify its offerings
BetMGM Casino teamed up with FashionTV after bolstering its reach and offerings in September 2025 with the help of production and distribution company Fremantle.
BetMGM’s partnership with Fremantle allowed the operator to sponsor the first-ever custom-branded game on the iconic TV show The Price is Right. BetMGM and Fremantle debuted the custom-branded game in September 2025 during The Price is Right’s 54th season. The game allows contestants to win up to $500,000 in cash, cars, trips and prizes.
The game, The Lion’s Share, was the first new game added to The Price is Right in four years. BetMGM and Fremantle also plan to bring the game to online casino players in 2026.
