BetMGM Partners with ‘The Price is Right’ to Launch First-Ever Custom-Branded Game

A New Game for a New Season

“The Lion’s Share” is the first new pricing game to be added to “The Price is Right” since 2021. The game, which was created as a collaboration between BetMGM and the show’s producer, Fremantle, will give contestants a chance to win up to $500,000 in cash and prizes.

The gameplay involves a multi-stage challenge. Players first earn balls by correctly judging the prices of everyday items. They then enter a wind tunnel chamber to collect the balls they’ve earned, with each ball corresponding to a different prize. The game adds a layer of risk and strategy, as one of the potential outcomes is a “Lose It All” option, and contestants can choose to stop at any point to keep the prizes they’ve already won.

“Partnering with BetMGM, a brand known for innovation in games and entertainment, is the perfect collaboration,” said Suzanne Lopez, COO of Fremantle. “We look forward to bringing a fresh energy to a timeless format, while honoring the iconic gameplay fans know and love.”

A Broader Partnership and a Digital Crossover

The on-air sponsorship is just one part of a much broader, multi-year agreement between BetMGM and Fremantle. In January, the two companies announced a deal that gives BetMGM the intellectual property rights to “The Price is Right” and “Family Feud” for use in online casino games.

This digital crossover is already underway. “The Price is Right Big Wheel Bonus” is now available exclusively on BetMGM’s online casino platforms, and several other titles based on the show’s iconic pricing games, such as “Cliff Hangers” and “Plinko,” are scheduled to debut this fall.

In a move that will bring the partnership full circle, BetMGM also announced that an online casino version of the new “Lion’s Share” game is in development, with a planned release in 2026.

A Strategy of “Legendary Moments”

For BetMGM, the collaboration is a key part of its broader strategy to position itself as an entertainment brand, not just a gambling operator.

“BetMGM is always looking for ways to create legendary moments,” said Matt Prevost, Chief Revenue Officer at BetMGM. “This collaboration combines the legacy of an iconic gameshow with the excitement of the BetMGM brand. The rarity of a new pricing game and the opportunity for players to win one of the largest prizes in the show’s history reflects BetMGM’s focus on bringing a world of unmatched entertainment to our players.”