The Price Is Right Adds New Custom BetMGM Game

Long-running TV show The Price Is Right will introduce a new game produced by betting operator BetMGM this fall. Created by gaming production company Fremantle alongside BetMGM, it will be the first custom-branded addition in the show's 54-year history.  

The new game, titled The Lion’s Share, is scheduled to debut on Sept. 22 during the season premiere on CBS. Contestants will compete for prizes worth up to $500,000, including cash, cars, and trips. The format begins with a traditional pricing challenge, with each correct answer earning a ball linked to a prize. Players can reveal prizes one at a time and choose to stop to keep what they have secured so as not to risk collecting the “Lose it All” option. 

“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,” said Matt Prevost, Chief Revenue Officer at BetMGM. 

The launch is the product of a broader licensing agreement signed in January 2025, which granted BetMGM rights to adapt The Price Is Right and Family Feud into digital casino formats. A Lion’s Share online casino game is also planned for 2026.

New BetMGM campaign features Jon Hamm

BetMGM has also launched a new advertising campaign featuring actor Jon Hamm. The Make It Legendary campaign will move away from the high-energy promotions the brand previously ran with actor Jamie Foxx and take a more narrative-driven approach.

Developed with ad agency Highdive, the campaign will consist of at least six spots, including features on the sportsbook, casino offerings, and one addressing responsible gambling. The ads will run nationally, debuting during college football broadcasts and appearing more frequently in states where sports betting is legalized.

In the first spot, three friends enter a bleak roadside bar after a hailstorm damages their car and win over the crowd by placing a successful four-leg parlay, prompting the bar to erupt in cheers. The ad concludes with Hamm’s voiceover serving as the branding anchor. 

“We see this as a nice opportunity to move beyond just odds and promos, with our legacy and connection to MGM,” said BetMGM Chief Marketing Officer Casey Hurbis. “It’s an opportunity for us to position betting as more premium entertainment. We’re creating interesting, unforgettable stories around the bet. And working with John Hamm is going to be awesome and exciting.”

Hamm was reportedly selected after the company tested more than 30 candidates, with research suggesting relatability to BetMGM’s core audience.