BetMGM to sponsor new game on TV’s The Price Is Right

Source: BetMGM

TV show The Price Is Right will feature a new game produced by betting operator BetMGM this fall. It will be the first time in the show’s 54-year history that it will feature a custom-branded format.

The game, titled The Lion’s Share, is the result of a partnership between BetMGM and Fremantle, the production company behind The Price Is Right.

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The game’s debut is scheduled for September 22 on CBS, which coincides with the premiere of the show’s new season, and gives contestants the chance to compete for prizes worth up to US$500,000.

The game begins with a pricing challenge on everyday items, with correct answers earning contestants balls tied to potential prizes. Players can also reveal prizes one at a time or stop to secure their winnings.

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 gameshow 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.”

The latest addition follows BetMGM’s broader collaboration with Fremantle.

Earlier this year, the companies announced a multi-year licensing deal granting BetMGM rights to adapt game show properties such as The Price Is Right and Family Feud into digital casino formats.

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An online casino version of The Lion’s Share is planned for release in 2026.

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