Following an exciting end to the previous year, in which BetMGM was crowned Online Casino of the Year at the 2024 American Gambling Awards, the company kicked off 2025 with strong momentum. On Sunday, January 19, BetMGM announced that it has secured exclusive intellectual property rights to two popular TV game shows, "Family Feud" and "The Price is Right.”
The ground-breaking deal was announced as a part of a partnership with Fremantle, a leading global entertainment production company. Additionally, the agreement will allow BetMGM to develop and distribute online casino games based on these popular TV show franchises.
"This partnership unlocks various ways for BetMGM and Fremantle to collaborate and expand our brand," said Adam Greenblatt, Chief Executive Officer, BetMGM. "'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."
In the coming weeks and throughout the rest of the year, both BetMGM and Fremantle will reveal further details about their exciting partnership as it progresses.
Established over 70 years ago, Fremantle is a renowned British television conglomerate best known for producing popular talent shows such as The X Factor and Idols. After entering the American market in 1994, Fremantle began distributing TV game shows tailored for U.S. audiences while simultaneously expanding its reach across North America and the globe.
Fremantle earned the exclusive rights to "Family Feud" and "The Price is Right" in 2002 through its acquisition of the format catalog from Goodson-Todman Productions.
Interestingly, this isn’t the first time these iconic shows have been licensed to casino platforms. In 2002, to celebrate the 30th anniversary of “The Price is Right,” Harrah’s—a casino property owned by Caesars Entertainment—partnered with RTL Group to produce live casino games inspired by the show at their venues.
Similarly, International Game Technology (IGT) developed several The Price is Right-themed slot machines for casinos across North America. More recently, two years ago, Slotmania partnered with "Family Feud" to launch the first free-to-play slot machine based on the beloved game show.
The recent partnership between Fremantle and BetMGM is a big leap for casino-based licensing of TV game shows. Unlike other licensing deals which typically permit one-off usage, this multi-year agreement confers IP rights on BetMGM, allowing it to create slots, table games, and other traditional casino games based on the TV shows.
BetMGM’s award-winning online casino offers an impressive selection of over 3,500 games across its North American markets. It also features one of the largest state-specific exclusive jackpot networks. The network boasts more than 20 games, including fan favorites like MGM Grand Millions, Bison Fury, Loot'En Khamun, and the Dead Sea Scrolls.
With the partnership soon to be in full swing, BetMGM will be looking to expand its catalog of games and jackpot network with TV show-inspired releases. Media reports suggest that it may take up to six months for the deal to show benefits, its prospects are highly promising.
The deal not only enhances BetMGM’s game portfolio but also introduces a groundbreaking partnership integration with "Family Feud" and "The Price Is Right.” As part of this agreement, BetMGM will serve as an exclusive sponsor for select weeks of the shows. Additionally, the company will be able to develop custom online content and in-game branding materials.
"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 and provides 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," Suzanne Lopez, COO of Fremantle North America, said.
The partnership deal between BetMGM and Fremantle was facilitated by Erica Gadecki, Vice President of Integrated Marketing and Brand Partnerships at Fremantle Media. She worked alongside her team at the company and with Simon Murphy from PrimeTime Play.