The post BetMGM Inks Deal to Sponsor ‘The Price Is Right’ appeared first on Vegas Slots Online News.
BetMGM has inked a deal to sponsor a game on the long-running game show, “The Price Is Right,” for one season.
According to a news release, “The Lion’s Share” game will debut on September 22. BetMGM took to X earlier this week, stating it will feature the “first custom-branded game” on Price is Right since the show began in 1972:
Already in an intellectual property rights partnership with the Fremantle-owned and operated CBS show, BetMGM’s latest collaboration with the British TV giant will result in the first new pricing game to appear on “The Price Is Right” since 2021.
The new BetMGM segment will give contestants the chance to “win up to $500,000 in cash, cars, trips, and prizes.” The game’s mechanics, however, don’t have anything to do with gambling, just price guessing and physical skill.
looking for ways to create legendary moments”
Clues as to why BetMGM is branding a non-gambling game appear in Chief Revenue Officer Matt Prevost’s statement that his firm was “looking for ways to create legendary moments.” “Make it Legendary” is BetMGM’s new tagline introduced in August 2025 as part of the brand’s repositioning pivot, and being first with something fits the new positioning.
Prevost added that “the rarity of a new pricing game” and big prizes “reflects BetMGM’s focus on bringing a world of unmatched entertainment” to its audience.
Fremantle’s Chief Operating Officer Suzanne Lopez, meanwhile, welcomed the BetMGM partnership, stating both brands were looking forward to “bringing a fresh energy to a timeless format, while honoring the iconic gameplay fans know and love.”
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