U.S. gaming operator BetMGM has announced it has partnered with entertainment group Fremantle.
The partnership permits BetMGM to begin developing customized casino content, including slots, table games, and non-traditional casino titles, related to American TV shows Family Feud and The Price is Right.
Adam Greenblatt, Chief Executive Officer, BetMGM, said, "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."
There are more than 3,500 games at BetMGM online casino in North America, including 20 progressive jackpot games, featuring MGM Grand Millions, Bison Fury, and Loot’En Khamun and the Dead Sea Scrolls.
Suzanne Lopez, Chief Operating Officer of Fremantle North America, commented, "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 Secures Partnership with EveryMatrix
Fremantle is not the only group partnering with BetMGM in the new year. Last week, EveryMatrix, an iGaming software and solutions provider, announced an agreement with BetMGM and Rush Street Interactive to provide exclusive casino content in West Virginia, following its previous launches in New Jersey and Michigan.
The collaboration allows BetMGM and Rush Street Interactive customers in the Mountain State to access EveryMatrix’s portfolio of games, including titles from its in-house studios, such as Armadillo Studios.
Erik Nyman, President of EveryMatrix Americas, said, “Our North American footprint is rapidly growing, and we have ambitious plans to accelerate our roadmap across 2025 and beyond. SlotMatrix is at the core of our content integration strategy delivering tier-1 U.S. and Canadian brands with new and existing high-performing content, strengthened later this year by Fantasma Games, that already has strong U.S. market share and further bolstered by our vast aggregation portfolio.”
Prior to this, BetMGM announced it was using the last few months of 2024 as a growth period, focusing on tech reinvestment and player acquisition to encourage growth. While that strategy highlighted investments in sports betting as key to returning BetMGM to profitability in 2025, clearly investment in tech continues for all verticals as shown by deals with Fremantle and EveryMatrix.
