Roar Digital, the joint venture between MGM Resorts International and GVC Holdings, has signed a multi-year sports betting partnership with Buffalo Wild Wings.
The agreement is the first of its kind between a sports bar and a gaming operator and will allow Buffalo customers access to BetMGM’s digital gaming platform.
The launch will take place as early as this week, with new Buffalo sports bars slated to open at Mandalay Bay in 2020 and other MGM properties in due course.
As part of the deal, players will be able to win prizes through free-to-play games on BetMGM, while a sports betting test programme will also be launched later this year in New Jersey.
Buffalo and MGM will support these products with joint efforts across digital and social media platforms.
Adam Greenblatt, Roar Digital CEO, said: "Buffalo Wild Wings is a perfect complement to our sports betting and gaming products as they are leaders in serving up exciting and innovative gameday experiences."