A BetMGM-branded game was added to the popular game show “The Price Is Right.”
It was a concerning development for a casino operator with a history of alleged consumer protection violations.
The online casino gambling operator announced on Sept. 10, 2025, that its brand would be on a new pricing game called “The Lion’s Share.” The game debuted on Sept. 22, 2025, during the Season 54 premiere.
Media production company Fremantle was part of the announcement.
BetMGM Lion’s Share
The Lion’s Share is the first custom-branded game in the show’s history, which is now in its 54th season. The Price Is Right airs on CBS weekdays at 11:00 a.m. ET and is also available through Paramount+.
“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,” a BetMGM spokesperson said in a press release.
Contestants in the BetMGM game can win up to $500,000 in cash, cars, trips, and other prizes.
CBS episode listings show that “The Lion’s Share” has appeared in later Season 54 episodes, meaning the BetMGM integration was not limited to the premiere.
How Does the BetMGM ‘Price Is Right’ Game Work?
According to a press release, the game begins with a challenge, where players judge if the prices of everyday items are correct.
Each right answer earns them a ball, for a maximum of five.
Contestants then step into a wind tunnel chamber to collect the number of balls they’ve earned, with each ball corresponding to a particular prize, or possibly a “Lose It All” option.
Contestants reveal their prizes one at a time or may stop at any point to keep what they’ve won.
BetMGM Online Casino ‘The Price Is Right’ Games
An online casino version of “Lion’s Share” was announced as being in development with a planned 2026 release. As of early May 2026, GamblingHarm.org could not confirm that the online casino version of “The Lion’s Share” has launched.
BetMGM offers online casino gambling in four states: New Jersey, Pennsylvania, Michigan, and West Virginia.
In January 2025, BetMGM announced a deal with Fremantle that secured IP rights for “The Price Is Right” and “Family Feud” for slots, table games, and non-traditional casino games.
BetMGM has already offered “The Price Is Right Big Wheel Bonus” through its online gambling website and app.
Other online gambling titles under the licensing deal include “The Price Is Right Gold Blitz Ultimate,” which BetMGM lists as a 2025 release, and other Price Is Right-branded casino games.
Related: BetMGM Partners With Derek Jeter for Online Gambling
Is There Real Wagering on the Show?
There’s no real wagering via BetMGM on The Price Is Right.
Contestants don’t deposit money, open betting accounts, or stake anything of value. Instead, they play a sponsored pricing game within the show’s normal rules to win prizes.
BetMGM’s role is brand integration—logos and naming rights—not a live casino product during the show.
Viewers at home cannot place bets through the broadcast.
That said, the segment can act as a funnel: on-screen branding may steer adults to BetMGM’s app or site during and after the show.
Will Kids See This? Audience and Exposure Questions
There’s no public, show-level Nielsen breakout for minors, but daytime broadcast generally skews older, and The Price Is Right airs during typical school hours.
That suggests a relatively small under-18 audience live. Still, online casino gambling is illegal for people under 21.
Exposure still matters, though: summer breaks, sick days, classroom TVs, and—most significantly—clips on YouTube, TikTok, and connected-TV apps extend reach to teens. CBS also lists The Price Is Right as TV-G, which raises additional questions about gambling-brand integration on a general-audience show.
The Price Is Right-BetMGM segment doesn’t involve wagering, but a gambling operator brand embedded in a beloved game show can normalize betting language, prize seeking, and other risky behavior.
Parents and educators should talk to kids who see the show about the risks associated with gambling. CBS should use prominent disclosures and age-appropriate framing around any gambling operator integration.
