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A seismic change will shortly shake up the world of online casinos as BetMGM secures exclusivity for two of America’s best-loved game shows, “Family Feud” and “The Price is Right.” A deal that seems not to be just about slapping famous names onto pre-existing games is this multi-year partnership with Fremantle, the global leader in entertainment content. Rather, it concerns acquiring intellectual property rights in order for original content under such iconic brands to be made.
What does this mean for players?
For fans of these game shows, this deal is more than themed slots or table games. This means that BetMGM plans to create all types of bespoke content, including non-traditional casino games, to bring the thrill of “Family Feud” and “The Price is Right” right onto your screen. Imagine playing a game where you can bid on prizes like in “The Price is Right” or compete in family-style challenges inspired by “Family Feud.” This kind of immersive experience is exactly what BetMGM aims to deliver.
A Seamless Omnichannel Experience
What BetMGM tries to do is provide a seamless experience through all platforms, which means whether you play online or eventually go to retail casinos, these new games will be enjoyed in one cool, consistent manner. The company is building a brand that offers something unique and fun, leveraging the popularity of these game shows to attract both new and existing players.
Why It’s a Big Deal
So, why is this partnership such a big deal? First, “Family Feud” and “The Price is Right” are household names with decades-long histories combined. They have wide appeal that goes beyond the traditional casino player and could attract casual gamers who like the shows. This cross-platform approach-TV show integrations combined with online gaming-creates a powerful marketing tool that can lower customer acquisition costs and raise brand visibility.
TV Show Integrations
As part of the deal, BetMGM will appear as a sponsor during various weeks of upcoming seasons for the pair of shows. This might see bespoke integrations and promotions direct into the very games they will make. Just imagine watching “Family Feud” then having a challenge inside a new online casino game that links to a series of online blackjack games—that would be typical for BetMGM in developing this.
Responsible Gaming
While the new additions to the games roster are truly exciting, the BetMGM Sportsbook hasn’t forgotten about responsible gaming. They have kept safe play a point of emphasis, integrating GameSense, a program developed by the British Columbia Lottery Corporation. This keeps the players provided with tools and resources that let them take responsibility for their gaming.
What’s Next?
New games could be available online as early as the second half of this year. With the development time for digital games being much shorter than that for physical ones, it won’t be long before players get to enjoy “Family Feud” and “The Price is Right” in a completely different way.
The deal between BetMGM and Fremantle is beyond a simple licensing arrangement; it was a strategic way of creating unique gaming experiences that would have mass appeal. With the continuous and sustainable popularity of “Family Feud” and “The Price is Right,” both from the creative development side, BetMGM should easily steal an edge in such a competitive environment and bring real novelty to online casinos. Whether you love these game shows or are looking for something different and fun, this deal surely won’t disappoint.
Source: igamingbusiness.com
