BetMGM has strengthened its online casino offering through a new strategic partnership with FashionTV Gaming Group, bringing a range of FashionTV-branded casino titles exclusively to its platform.
Under the agreement, BetMGM will roll out FashionTV-branded games across its US-facing casino operations, marking another step in its strategy to blend recognisable lifestyle brands with iGaming content. The partnership pairs FashionTV’s global brand reach with the scale of BetMGM, the joint venture between Entain and MGM Resorts International.
FashionTV titles launch in key US states
The first wave of content includes FashionTV Blackjack and FashionTV Roulette, which are now live for BetMGM Casino players in Michigan, New Jersey, and Pennsylvania. Further launches are planned across all regulated jurisdictions where BetMGM Casino operates.
Additional FashionTV-branded titles are scheduled for release throughout 2026, expanding the catalogue and deepening the integration of the luxury lifestyle brand into BetMGM’s casino ecosystem.
FashionTV Gaming Group founder and president Moshe Cohen said the deal positions FashionTV to establish a strong foothold in North America, citing BetMGM’s market presence and operational scale as key factors in the partnership.
From fashion media to iGaming content
Founded in 1997, FashionTV operates as a global multimedia brand, broadcasting across television, digital, and social media channels in more than 200 countries. Over time, it has expanded beyond media into multiple verticals, including gaming, where it enables partners to develop and distribute FashionTV-branded products.
The BetMGM deal reflects that strategy, positioning FashionTV-branded casino games as premium entertainment experiences rather than standalone gaming products.
In-house content growth at BetMGM
The FashionTV integration follows broader content expansion at BetMGM. Late last year, Entain launched ReTrigger Games, a dedicated studio focused on producing exclusive titles for BetMGM’s North American platform.
The studio’s debut release, Joker 777s, is a 5×3 reel slot featuring three prize pots that can combine to enhance bonus outcomes. ReTrigger content will sit alongside games from established suppliers including White Hat Studios, EveryMatrix Spearhead, Armadillo Studios, and Bragg Gaming Group.
Our thoughts
For BetMGM, the FashionTV partnership reinforces a content strategy built around brand recognition and exclusivity. By layering lifestyle and entertainment brands into its casino portfolio, the operator aims to differentiate its offering in competitive US markets where content parity is increasingly common.
For suppliers and studios, the deal underlines the growing value of branded content in regulated iGaming. Well-known media and lifestyle brands can provide instant familiarity and marketing leverage, particularly in states where customer acquisition costs remain high.
At a broader level, the integration reflects a continued shift toward entertainment-led iGaming experiences. As operators compete not just on game mechanics but on brand and cultural relevance, partnerships like this are likely to become more common across North America in 2026 and beyond.