BetMGM partners with Fremantle to launch new The Price is Right game 

Key points:

– ‘The Lion’s Share’ is a new segment for The Price is Right, a long-running TV game show

– The launch was made possible through a partnership between BetMGM and Fremantle

– Several online slots are set to be launched this month using The Price is Right’s IP

MGM Resorts International subsidiary BetMGM has partnered with Fremantle to launch ‘The Lion’s Share,’ a new pricing game for the ‘The Price is Right’ game show.

The game is the first custom-branded game in the show’s over 50-year history, with BetMGM also set to sponsor The Price is Right during its 54th season, which will air from 22 September.

In The Lion’s Share, contestants will have the chance to win up to $500,000 in cash and prizes by correctly guessing the prices of household items. Guessing correctly will earn players balls, which can then be collected in a later wind tunnel chamber challenge.

The collaboration follows the initial announcement of the partnership earlier this year, when BetMGM secured intellectual property rights to The Price is Right and Family Feud, with the intention to develop slot games using the popular IPs. Indeed, The Price is Right Big Wheel Bonus is now exclusively available on BetMGM’s casino platforms, while The Price is Right Fortune Pick and The Price is Right Gold Blitz Ultimate are scheduled to launch at some point this month.

The Lion’s Share is expected to receive its own slot game next year.

Good to know: In its H1 financial results, BetMGM posted revenue of $1.35bn, up 35% year-on-year 

On the launch, BetMGM Chief Revenue Officer Matt Prevost said: “BetMGM is always looking for ways to create legendary moments. This collaboration combines the legacy of an iconic game show 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.”

Fremantle COO Suzanne Lopez added: “It’s an exciting moment when a new game is added. Partnering with BetMGM, a brand known for innovation in games and entertainment, is the perfect collaboration. We look forward to bringing a fresh energy to a timeless format, while honouring the iconic gameplay fans know and love.”

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Beth Turner

Gambling Writer

Beth Turner is a journalist and Senior Staff Writer at Players Publishing, where she contributes news and feature content to leading B2B gaming titles, including Gambling Insider, Gaming America, Sports Betting Focus and Trafficology. Based in the London area, she has been part of the editorial team since October 2023, progressing to Senior Staff Writer in February 2025.

In her role, Beth covers key developments within the global gambling and iGaming landscape, producing insightful reporting on regulatory shifts, operator strategy, sponsorship trends and emerging market activity.

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