BetMGM: The battle for content

Throughout 2024, BetMGM formed a number of partnerships that helped the operator grow its brand and iGaming market share while competing with the likes of DraftKings and FanDuel. To kick off what is expected to be a “great” year for the company, BetMGM announced a partnership with Fremantle on January 20 2025, gaining intellectual property rights to household-name TV game shows “Family Feud” and “The Price is Right.” Under the terms of the partnership, BetMGM will serve as a sponsor that will have “exclusive, never-before-seen partnership integrations” for the two game shows.

As per the agreement, BetMGM will now have the ability to create table games, slots and non-traditional casino games using the familiar themes of the acclaimed television programs. The collaboration is not the only recent step forward made by BetMGM, as the operator worked with MGM Resorts subsidiary Push Gaming on December 4, 2024, to officially launch Push Gaming slots in the province of Ontario. BetMGM will also serve as Push Gaming’s exclusive US partner throughout 2025 in what was described as a “landmark occasion” for both companies, representing Push Gaming’s first-ever market entry with BetMGM.

Ontario and the budding iGaming markets in Canada have been a focus for many operators in recent times, as the jurisdictions represent untapped potential for those that can take advantage. BetMGM originally launched its online casino and sportsbook brand in Ontario during April 2022, which featured partnerships with famous Canadian athletes Wayne Gretzky and Connor McDavid.

“Today marks a significant milestone for BetMGM and a momentous occasion for sports fans and online players in Ontario. We’re confident customers in Canada will enjoy the unique, interactive and world-classexperience that only BetMGM can provide,” BetMGM CEO Adam Greenblatt said at the time of launch.

Since then, the brand has launched a number of titles for players residing in the province, such as its Wheelof Fortune online casino and the Buffalo series created by Aristocrat Gaming. The company is also hoping to expand upon its operations in Alberta during 2025, with eyes on becoming a mainstay in the iGaming scene for Canadian residents. Alongside the deals struck with both Fremantle and Push Gaming, BetMGM partnered with companies such as Gannet, Evolution and Inspired Entertainment during 2024 across all sectors of the gaming industry. The recent partnerships are just an example of the many progressions BetMGM hopes to make while continuing to grow in popularity with iGaming consumers, as CRO Matt Prevost explained during ICE Barcelona 2025.

Having announced a major partnership with Fremantle, what can you tell Gaming America about the latest developments and details of the new agreement?

This relationship allows us to work directly with Fremantle and to find gaming suppliers of our choice. We are actively looking for suppliers to build fantastic games along with The Price is Right and Family Feud, which includes all of theThe Price is Right mini-games. This is a big strategic relationship for both us and Fremantle and I think, for content, this is a big step forward for BetMGM.

How has this partnership affected your goals and plans for the outlook of 2025?

We recognize that the market is continuing to move forward; we’re currently one of the market-share leaders. We’re looking forward to the first launch in Alberta, which will be the first big gaming jurisdiction in quite some time. For us, exclusivity is key. Our customers have come to expect exclusive content from us and, in particular, omnichannel content. We’re going to continue to differentiate along those lines and I’m looking forward to what should be a great year.

In terms of the competitor landscape, is this type of deal essential when you’re looking to stand out? Especially given brands that have had success in the market such as DraftKings, FanDuel and Caesars?

Of course, our players continue to tell us they want the best content and we want to be able to provide that to them. We work closely with our gaming suppliers; we believe we have a brilliantrelationship with many of our key suppliers and we’re going to make deeper and deeper commitments into the world of content going forward.

What is BetMGM’s view of the sweepstakes market?

First let me just caveat that I am not a regulatory expert. However, our view internally is that the sweepstakes model is fundamentally a model that is not legal. Our hope is that regulators and state governments will start to take notice of the sweepstakes model and what’s happening with the untaxed revenue within their states. Therefore, we hope they will look to regulate online gaming that contributes to tax revenues, and has all the player protection and responsible gaming initiatives that we in the regulated industry make part of our offering day in and day out.

Finally, in terms of BetMGM’s goals for 2025, what are your ideal targets for the remainder of this year and how will they help grow the brand?

We want to maintain market leadership, have a successful launch in Alberta and build the best possible product we can. A lot of our main targets of momentum require us to just continue to work towards improving the player experiences. Then we’re going to work with our lobbying partners and, frankly, our competitors in the market; to try and get a few more online gaming states across the finish line for regulation.

Tim Poole

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