BetMGM and Buffalo Wild Wings on Thursday said they will allow patrons at BWW locations in select markets to access custom promotions and bet types on the BetMGM app.
The two companies said they’ll tap geolocation technology to identify bettors who are making wagers via the BetMGM app while inside BWW sports bars in Colorado, New Jersey, Indiana, Iowa, Tennessee and West Virginia.
In states where mobile sports betting is legal, the BetMGM app will offer customers curated boosts, bets and parlays in the form of what the two companies are calling “Blazin' Bets.”
In addition, BWW launched an in-bar channel called OT Odds Powered by BetMGM. The companies said the new network will air on select screens in participating sports bars nationwide and will deliver sports betting content such as live game odds and fantasy and betting advice.
In 2019, the two companies entered into a multi-year strategic partnership. Since then, they report more than 500,000 users have participated in BWW and BetMGM free-to-play games.
On Thursday, the two parties said the BWW “Picks and Props” free-to-play game, available via their mobile app, has been upgraded to include parlay-style gameplay with new BetMGM elements. Picks can be made daily using BetMGM odds from any state in which free-to-play games are permitted by law, with prizes awarded monthly.
“Fans wagering on sports inside Buffalo Wild Wings can now win bigger on select bets thanks to our innovative partnership with BetMGM,” said Rita Patel, CMO, Buffalo Wild Wings, said in a statement. “As sports betting continues to grow throughout the country, we look forward to further expanding our footprint in the space and activating our partnership with BetMGM in ways that make the experience at our sports bars second to none.”
Matt Prevost, chief revenue officer, BetMGM, added, “The introduction of geolocation technology to offer bettors a customized experience in a Buffalo Wild Wings location is a great example of what we are able to activate through this groundbreaking relationship.”