BetMGM has partnered with Fremantle, a global leader in content creation, to introduce a fresh twist to the beloved TV game show The Price is Right. This collaboration marks the debut of The Lion’s Share, a custom-branded pricing game, set to premiere on CBS during the show’s 54th season on September 22. This historic game will offer contestants the opportunity to win up to $500,000 in cash, cars, trips, and more, making it one of the largest prize offerings in the show’s history.

A New Era for “The Price is Right”

For the first time in the show’s long-running history, The Lion’s Share will bring a new, exciting twist to the format, adding an innovative game element. Contestants will participate in a price-guessing challenge where each correct answer earns them one of five balls. The balls represent prizes or the possibility of a “Lose It All” outcome. After earning their balls, contestants will enter a wind tunnel to collect them and decide whether to continue or keep the prizes they’ve already earned.

Matt Prevost, Chief Revenue Officer at BetMGM, expressed his excitement about the partnership: “This collaboration combines the legacy of an iconic game show with the excitement of the BetMGM brand. The rarity of a new pricing game, along with the chance to win some of the largest prizes in the show’s history, highlights BetMGM’s commitment to delivering unmatched entertainment experiences.”

The introduction of The Lion’s Share game is just the latest step in a larger partnership between BetMGM and Fremantle, which began with a multi-year agreement announced in January 2025. The deal grants BetMGM exclusive rights to develop online casino games based on The Price is Right and Family Feud. This includes several branded games such as The Price is Right Big Wheel Bonus, which is currently available on BetMGM Casino platforms.

Fremantle’s Chief Operating Officer, Suzanne Lopez, remarked on the significance of the partnership: “Working with BetMGM, a brand known for innovation, is the perfect collaboration. We are excited to bring a fresh energy to a timeless format while honoring the iconic gameplay that fans have come to love.”

BetMGM’s Expanding Game Portfolio and Future Plans

This move is part of BetMGM’s broader strategy to expand its portfolio of exclusive branded games. In addition to The Price is Right, the company has teamed up with major media brands like Warner Bros. Discovery and NBC to develop games based on The Wizard of Oz and Friends. BetMGM’s growing library of slots, table games, and non-traditional casino games positions the company at the forefront of the iGaming industry, catering to a diverse range of player preferences.

In 2026, BetMGM plans to release The Lion’s Share as an online casino game, adding another layer to this unique partnership. The company’s innovative approach to integrating TV game show formats into the casino gaming world has already proven successful, with various themed slot machines drawing substantial player interest.

As stated in the company’s press release, as BetMGM expands into new markets and unveils more game offerings, responsible gaming remains a core focus for the company. BetMGM’s online platform features a variety of responsible gambling tools, including its GameSense program, which is integrated across mobile and desktop platforms. This initiative, developed by the British Columbia Lottery Corporation, ensures players have access to the same support tools available at MGM Resorts properties nationwide.

Through these efforts, BetMGM aims to provide a safe and enjoyable digital experience for its users while offering the excitement of world-class entertainment. The company continues to expand its reach while maintaining its commitment to promoting responsible play and offering customers the support they need.