BetMGM Partners with The Price Is Right to Debut New ‘Lion’s Share’ Game

^{The Lion’s Share game to be featured on The Price is Right pays homage to the iconic lion associated with MGM throughout its history. (Photo: Barry King/Alamy)}

BetMGM and Fremantle Media, the British media company with a vast library of classic American game shows, are teaming up to bring casino-inspired entertainment to The Price is Right. The 54th season of the game show will debut a new game called “The Lion’s Share” when the show airs on Sept. 22.

This marks a milestone for the longest running TV game in history. Not only is The Lion’s Share the first branded game in the show’s long history, it’s also the first new game added to the show since 2021. BetMGM will also serve as the official sponsor of the entire 54th season, deepening its presence in mainstream entertainment.

Taking Home the Lion’s Share

The Lion’s Share offers contestants the chance to win up prizes like $500,000 in cash, cars, and trips. The game starts with a pricing challenge, where contestants attempt to correctly price everyday items. Each correct answer earns them a ball, with players able to earn up to five balls total. Players will then step into a wind chamber to try to collect their earned balls, with one corresponding to either a prize or a “lose it all” option. 

Prizes are revealed one ball at a time, and contestants can stop at any point to lock in their prizes or risk losing it all. While there’s no actual gambling involved, the game mirrors the risk and reward mechanics like a casino game has. That tension makes it fit in perfectly with the other minigames on The Price is Right.

The game’s title pays homage to MGM’s iconic lion logo and the legendary “Lion’s Share” slot machine that once sat at the MGM Grand in Las Vegas. That single machine gained near-mythical status, and paid out a 2.4 million jackpot in August 2014, before being retired from service. The slot was played more than any other slot on the floor. Despite the popular myth that the jackpot winner would take the machine home, the rules of the slot did not actually guarantee the casino had to deliver on that promise.

The legendary “Lion’s Share” slot machine at the MGM Grand became a Vegas icon before finally paying a $2.4 million jackpot in 2014. (Photo: BeamMeUpSlotty / YouTube)

BetMGM did not state whether the game will appear regularly or be a special edition game in the announcement. But it is clear that their collaboration with Fremantle Media is a major step into a more mainstream entertainment space, with more collaborations planned for casino play in the near future.

From TV to Casino: Expanding the Brand

There’s more to come from the partnership after the TV debut — BetMGM and Fremantle also confirmed that an online casino game version of The Lion’s Share is in development, set for release in 2026. 

The announcement comes as part of a growing collection of The Price Is Right-themed online casino games under development. Two new games -- The Price Is Right Fortune Pick and The Price Is Right Gold Blitz Ultimate -- are set to roll out later this month. Other casino games including Cliffhangers, Plinko, The Big Wheel, and Pathfinder will debut in regulated iGaming markets later this fall.

“It's an exciting moment when a new game is added. Partnering with BetMGM, a brand known for innovation in games and entertainment, is the perfect collaboration,” commented Fremantle COO Suzanne Lopez. “We look forward to bringing a fresh energy to a timeless format, while honoring the iconic gameplay fans know and love.”

This expansion follows a multi-year licensing deal signed in January 2025, giving BetMGM the rights to develop additional casino games based on shows such as Family Feud and The Price Is Right. One early success from that agreement, The Price Is Right: Big Wheel Bonus, is already available exclusively on BetMGM’s online platforms. This partnership builds on MGM’s existing ties to television game shows, including Wheel of Fortune, where BetMGM has sponsored jackpot segments during broadcasts.

BETMGM’s Growing Casino Game Library

BetMGM is already one of the biggest names in iGaming today, boasting a library of more than 5,400 licensed titles including MGM Grand Million, Bison Fury, and 15 Lanterns. The platform has one of the largest progressive jackpot networks in Michigan, New Jersey, Pennsylvania, and West Virginia. Players can also play to earn BetMGM Rewards and Tier Credits, redeemable for digital bonuses, MGM resort perks, and even Marriott Bonvoy points.

This isn't BetMGM’s first venture into pop culture IP. Beyond the partnership with Fremantle, BetMGM has developed branded slots inspired by movies and shows, including The Wizard of Oz, Friends, The Godfather, and Ghostbusters through licensing agreements with Warner Bros and Atlantic Digital.

Fremantle Bets Big on iGaming

Meanwhile, Fremantle continues to extend its global entertainment footprint into new formats. The company is a powerhouse in television, film, and digital media, producing shows in more than 28 territories worldwide. Its portfolio includes iconic titles like Family Feud and Too Hot to Handle alongside films such as The Zelensky Story and Mussolini: Son of the Century.

The partnership with BetMGM extends Fremantle’s entertainment IP into the growing world of iGaming, opening new revenue streams beyond traditional broadcast TV. With The Lion’s Share, Fremantle and BetMGM are bringing together mainstream television entertainment and gaming innovation. The move reflects how casino operators are taking creative approaches to get into mainstream pop culture while giving The Price Is Right another reason to stay relevant going into its next season.

As the 54th season of TPIR kicks off in September, players will have the chance to risk it all for the lion’s share.