BetMGM launches first-ever branded game on The Price is Right with Fremantle
Summary
BetMGM and Fremantle have created “The Lion’s Share”, the first custom-branded pricing game in the long history of The Price is Right. The game debuts on the show’s 54th season premiere on CBS on Monday 22 September and BetMGM will sponsor the game across the season.
The Lion’s Share offers contestants the chance to win up to $500,000 in cash, cars, trips and other prizes. Players answer price-judgement challenges to earn up to five balls, then enter a wind-tunnel chamber to collect those balls; each ball maps to a prize or a “Lose It All” outcome. Contestants reveal prizes one at a time and can stop anytime to keep winnings.
The game is the first new pricing game added to the show since 2021 and is part of a broader multi-year BetMGM–Fremantle partnership announced in January 2025 that gives BetMGM IP rights for The Price is Right and Family Feud for slots, table and non-traditional casino games. Several themed titles are scheduled for release in the autumn, and a Lion’s Share online casino game is planned for 2026.
Key Points
- “The Lion’s Share” is the first-ever branded pricing game on The Price is Right and will premiere on 22 September 2025.
- BetMGM is the season sponsor for the show’s 54th season and co-developed the game with Fremantle.
- Contestants can win up to $500,000 via a mechanic that combines price-judgement questions with a wind-tunnel ball-collection challenge.
- The launch follows BetMGM’s January 2025 multi-year IP deal with Fremantle covering The Price is Right and Family Feud for casino products.
- Several TV-show-themed casino titles are scheduled for release this autumn, with a Lion’s Share online casino game targeted for 2026.
Why should I read this?
Short version: this is a neat media-and-iGaming crossover. If you work in gambling, content licensing, marketing or TV production, this is the kind of partnership that changes playbooks — branded TV gameplay feeding casino products and vice versa. It’s quick to scan and worth noting if you’re tracking IP monetisation or sponsorship trends.
Author’s take
Punchy and direct: BetMGM has nailed a high-visibility play. A first-of-its-kind branded game on a legacy show is both a marketing win and a content pipeline move for casino titles — watch how quickly the associated online games and seasonal promotions roll out.