BetMGM has partnered with Fremantle to introduce The Lion’s Share, a new Price is Right game that will debut during the 54th season of the long-running television show. The season begins on September 22, 2025, marking the first time in the program’s history that a pricing game has been custom-branded with a corporate sponsor. The Lion’s Share is designed as a high-stakes addition to the show, offering contestants a chance to win up to $500,000 in cash, along with additional prizes such as cars and vacations. The game will be structured in multiple phases, blending traditional pricing challenges with new physical and risk-based elements.
Just like the actual Price is Right television show, contestants begin by guessing whether the listed prices of everyday products are correct. For each correct answer, they earn a ball, with the potential to collect up to five. These balls become essential for the next stage of the game, where players enter a wind tunnel chamber to attempt to grab the balls they have earned. Each ball is linked to a prize, but some carry the risk of a “Lose It All” outcome. As the balls are opened, contestants must decide whether to continue playing for larger rewards or stop and keep their accumulated prizes. This decision-making element adds a layer of suspense, aligning with the tradition of high-risk, high-reward choices that have long defined the Price is Right game show.
The introduction of The Lion’s Share reflects BetMGM’s broader strategy to merge gaming and entertainment. Earlier this year, BetMGM secured rights from Fremantle to develop digital and casino products based on The Price is Right and Family Feud. This agreement includes online slot games, table games, and other formats aimed at extending the reach of these popular brands into the gaming market.
An online casino version of The Lion’s Share is also in development and is scheduled for release in 2026. This will bring the same mechanics featured on television into the digital environment, further strengthening BetMGM’s portfolio of branded entertainment offerings. The new Price is Right game is the first addition to the show’s lineup of pricing games since 2021. Producers say the collaboration with BetMGM highlights how traditional television formats can adapt to new sponsorship opportunities while maintaining the excitement that has made the series a staple of American television for decades.
