BetMGM has secured the exclusive online casino intellectual property rights to two of TV’s biggest gameshows.

Thanks to a new partnership with entertainment production company Fremantle, the gaming operator will be able to develop and offer games branded under the names of both The Price Is Right and Family Feud. The deal covers slots, table games and non-traditional casino games and paves the way for BetMGM to create customized online casino content around both shows.

CEO Adam Greenblatt said the deal “unlocks various ways for BetMGM and Fremantle to collaborate and expand our brand.”

“Family Feud and The Price is Right are two of the most popular game shows in North America, and we look forward to bringing their fun and excitement to our online casino in various exciting ways.”

“This innovative collaboration paves the way for in-game branding across diverse online casino categories, while also providing opportunities for integrated TV sponsorships,” added Suzanne Lopez, COO of Fremantle North America. “It’s all about enhancing how fans of The Price Is Right and Family Feud connect with the shows in fresh, immersive ways.”

A BetMGM spokesperson told Canadian Gaming Business that the plan is to bring customized games created under the agreement to Ontario, as well as all of BetMGM’s iGaming states in the U.S.

Deal follows Wheel of Fortune collaboration

BetMGM’s online casino network offers more than 3,500 titles across North American markets. It already has a stable of iGaming brands including its flagship BetMGM online casino, Borgata Casino, Party Casino and Party Poker, as well as Wheel of Fortune.

Its Wheel of Fortune Online Casino brand, facilitated through Sony Pictures Television and IGT PlayDigital, was extended into Ontario last August. BetMGM already offered select titles under that brand in the province before the full platform launch.

Its deal with that gameshow not only included online games but also on-screen BetMGM messaging and activations at various stages of the show’s TV season, such as sponsoring jackpots and in-show displays of the operator’s logo on host Pat Sajak’s monitor.

It’s currently unclear whether similar on-screen visibility will be part of the deal with Fremantle’s shows. However, the spokesperson for BetMGM confirmed to CGB that Lopez’s cited “integrated TV sponsorships” will only be for the two shows in the U.S. and will not apply to Family Feud Canada.

“BetMGM looks forward to sharing more details of how we will bring exciting activations to The Price is Right in Canada as more details get finalized,” added the spokesperson.

The new Fremantle deal is one of the first big marketing moves BetMGM has made since hiring experienced marketing leader and former Rocket Mortgage executive Casey Hurbis as chief marketing officer in December.