BetMGM partners with FashionTV to release themed table games
BetMGM has partnered with FashionTV Gaming Group to launch exclusive FashionTV-branded games on its igaming platforms.
FashionTV is broadcast in over 200 countries, reaching audiences across television, digital, and social media with a focus on fashion, travel, and high-society entertainment.
The launch will include two table games, FashionTV Blackjack and FashionTV Roulette. The games will go live on igaming platforms BetMGM Casino and the Borgata Online Casino.
So far, the games have been released on the BetMGM Casino in Michigan and New Jersey, with further rollouts expected in all states where the online casino is live.
BetMGM Vice President of Gaming Oliver Bartlett said “At BetMGM, we have redefined what it means to deliver entertainment in igaming. By introducing iconic TV and movie titles to igaming and now partnering with FashionTV Gaming Group, we’re creating experiences that go beyond gameplay and connect players to the brands they love.”
Founder and President of FashionTV Gaming Group, Moshe Cohen, added, “We are proud to bring FashionTV’s luxury lifestyle universe to the heart of online gaming in North America. BetMGM’s leadership and scale make it the perfect partner to transform our vision into a North American success story.”
Last year, BetMGM announced it had renewed its agreement with the Pittsburgh Steelers through the 2029 season to continue as the team’s designated sports betting, icasino, and gaming partner.
Abi Bray brings strong researching skills to the forefront of all of her writing, whether it’s the newest slots, industry trends or the ever changing legislation across the U.S, Asia and Australia, she maintains a keen eye for detail and a passion for reporting.
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The Backstory
Why a fashion tie-up fits BetMGM’s playbook
BetMGM’s move to layer FashionTV’s global lifestyle brand onto new blackjack and roulette tables extends a strategy the operator has been sharpening for more than a year: use recognizable entertainment IP and premium presentation to stand out in a crowded U.S. igaming market. The company has leaned on exclusivity, cross-media resonance and timed launches to reach casual fans and loyal gamblers alike, aiming to convert awareness into account activity and repeat play. The FashionTV deal slots alongside a growing roster of branded titles and live experiences designed to make BetMGM’s casino feel less like a commodity and more like a destination. The logic is straightforward. Familiar brands cut acquisition costs, boost click-through and lift session times, while exclusivity buys the operator a window of differentiation in states where the same third-party catalogs can blur the product across competitors. It’s also a hedge against rising promotional costs: if the content itself draws traffic, the operator can be less reliant on bonuses to move the needle.
Celebrity IP timed to the sports calendar
The template emerged clearly with BetMGM’s hockey push. In February, the operator rolled out an exclusive slot built around its longtime brand ambassador Wayne Gretzky, aligning the launch with surging national interest in the 4 Nations Face-Off. The “Gretzky Light the Lamp” slot debuted in New Jersey and Michigan with a new ad campaign that doubled down on the “Vegas Magic” message and Gretzky’s on-air visibility during tournament broadcasts. The synergy is deliberate. A celebrity-led game offers instant recognition on the casino homepage; a synchronized media blitz meets fans where they are. For BetMGM, the payoff is twofold: a lift in near-term traffic from event-driven viewers and a longer tail as fans keep the game in their rotation. The Gretzky title also signals how BetMGM uses ambassador relationships to seed proprietary content, a pattern that makes the FashionTV collaboration feel less like a one-off and more like a portfolio build.
Television nostalgia as a retention engine
Beyond sports, BetMGM is mining television fandom to draw broader audiences into real-money play. The operator partnered with Atlantic Digital to debut the first online slot based on the sitcom Friends, a property with cross-generational reach and enduring streaming relevance. The Michigan and New Jersey launch of Friends: The One With the Multi Drop put familiar iconography—Monica and Rachel’s apartment, the theme song motif and character catchphrases—into a 6x5 cluster game with multipliers and free spins. Atlantic Digital said more Friends-branded titles are in the pipeline, all exclusive to BetMGM. That cadence matters. A series of related releases can anchor seasonal promotions and on-site missions, giving players reasons to return without deep discounting. It also underscores BetMGM’s bet that TV IP travels well across demographics, complementing sports-led acquisitions with content that appeals to casual entertainment seekers who may never place a parlay.
Exclusivity windows with studio partners
BetMGM has paired licensed IP with studio exclusives to reinforce its premium shelf. In March, the operator and Games Global launched Gold Blitz Ultimate, the third installment in a high-performing franchise, with a two-month exclusive in New Jersey, Pennsylvania and Michigan. Developed by Fortune Factory Studios, the series has delivered strong metrics in the U.S., according to Games Global’s chief executive. For BetMGM, such windows create short-term differentiation that can be amplified via targeted CRM and homepage placement. They also deepen supplier ties for future bespoke content, which can be critical as competitors chase the same licenses. Combined with brand-led games like Gretzky and Friends, the exclusive studio pipeline lets BetMGM mix mass-market hooks with mechanics-heavy titles that appeal to higher-value slot players. The FashionTV-branded table games extend that mix into live-dealer-adjacent play, where presentation and atmosphere weigh as heavily as math models.
Blending on-property play with online live tables
The push into lifestyle branding rides alongside BetMGM’s investment in live casino and hybrid experiences. In New Jersey, the operator and Borgata brought pit-floor energy online with Dual Play Baccarat, streaming from a table at Borgata Hotel Casino & Spa with multiple camera angles. The Evolution-powered product followed an earlier Dual Play Roulette deployment and reflects a strategy to bridge on-property familiarity with digital convenience. For an operator anchored by MGM Resorts’ physical footprint, the connective tissue between the casino floor and the app builds trust, reassures casual players and supports cross-sell. Fashion-forward branding on virtual tables taps the same instincts: give online users an experience that feels premium and social, even when they are playing from home. Taken together, the live and branded-table pushes position BetMGM to capture both ends of the spectrum—players who want the ambience of a high-end pit and those drawn by the cachet of global lifestyle brands.
Retention math behind the glamor
The content is only as valuable as the lifetime value it unlocks, and BetMGM has been tuning its reactivation engine accordingly. The company recently turned to Enteractive to bolster outreach to dormant and newly registered non-depositors, leaning on one-to-one engagement to lift conversion and persistence. The Enteractive partnership fits the broader thesis. Branded releases like FashionTV tables or Friends slots can spike discovery, but it takes disciplined CRM to turn a first spin into a second session and a reliable cohort. By segmenting audiences drawn by different IP, BetMGM can tailor offers and messaging—sports-centric for Gretzky fans, nostalgia-driven for Friends players, lifestyle cues for FashionTV table users—and cycle them through exclusive windows like Gold Blitz Ultimate. The stakes are high as U.S. igaming expands state by state. Operators face rising acquisition costs, tight promotional limits and a crowded field. BetMGM’s recent moves show a coordinated answer: build must-click content, tie it to media moments, deepen supplier exclusives, merge physical and digital table play, and back it with direct retention tactics. The FashionTV deal is the latest proof point in that sequence, aiming to turn brand equity into measurable play—and to keep those players coming back.
