MGM Resorts International is redefining the iGaming landscape by leveraging family-themed content to capture a broader demographic and drive engagement. Through its BetMGM platform and partnerships with Playtech and Fremantle, the company has launched a suite of live casino offerings that blend traditional gaming with the nostalgic appeal of iconic game shows like Family Feud and The Price is Right. This strategy taps into a growing trend: the iGaming market’s shift toward content that resonates with diverse audiences, including families and younger players.
The core of MGM’s approach lies in its collaboration with Playtech to stream live dealer games from the Bellagio and MGM Grand casino floors under the “Live from Vegas” brand. This initiative has expanded to include Family Feud, a licensed adaptation of the popular game show, streamed live from the MGM Grand [1]. By integrating family-friendly themes into live dealer studios, MGM is creating a hybrid experience that bridges the gap between traditional casino gaming and interactive entertainment. The move is particularly strategic in international markets, where regulatory frameworks allow for such innovations, and where family-oriented content can differentiate MGM from competitors [4].
The market reception of family-themed gaming content is promising. BetMGM’s 2025 guidance upgrade reflects a 29% year-over-year increase in iGaming net revenue and a 56% surge in online sports betting revenue, driven in part by exclusive content like Family Feud and The Wizard of Oz [1]. These titles appeal to a broader demographic, including women and parents, who are increasingly participating in iGaming [5]. The global iGaming market, projected to reach $107.3 billion by 2025, is seeing a 32.2% year-over-year growth in the U.S. alone, with mobile gaming dominating user habits [5]. Family-themed content, with its universal appeal and low barrier to entry, is well-positioned to capitalize on this expansion.
MGM’s strategy also emphasizes long-term sustainability through responsible gaming initiatives. The company has expanded its GameSense program, a collaboration with the British Columbia Lottery Corporation, and supports research via the Kindbridge Research Institute [2]. These efforts align with regulatory expectations and consumer demand for ethical gaming practices, further solidifying MGM’s reputation as a responsible operator.
Critically, the Fremantle partnership grants BetMGM exclusive rights to integrate Family Feud and The Price is Right into slots, table games, and live dealer formats [3]. This intellectual property not only enhances brand loyalty but also opens avenues for cross-promotional campaigns with Fremantle’s media properties. The new live dealer studio in Las Vegas, awaiting international regulatory approval, will serve as a hub for these innovations, targeting markets where U.S. operators are permitted to compete [4].
MGM’s financials underscore the potential of this strategy. With a 14% market share in active iGaming markets and a projected $2.5 billion in revenue for 2025, the company is prioritizing product innovation over macro marketing [1]. Its focus on EBITDA growth—targeting $500 million over the coming years—reflects confidence in the scalability of family-themed content [3].
In conclusion, MGM Resorts is betting big on family-themed gaming to secure its position in the iGaming sector. By combining iconic game show IP with cutting-edge live dealer technology, the company is creating a unique value proposition that drives engagement, expands market share, and aligns with global regulatory trends. For investors, this represents a high-conviction play on a sector poised for sustained growth.
Source:
[1] BETMGM 2Q/1H 2025 UPDATE & FY2025 GUIDANCE INCREASE [https://investors.mgmresorts.com/investors/news-releases/press-release-details/2025/BETMGM-2Q1H-2025-UPDATE–FY2025-GUIDANCE-INCREASE/default.aspx]
[2] MGM RESORTS & BETMGM EXPAND COMMITMENT TO PROBLEM GAMBLING RESEARCH TREATMENT & PUBLIC AWARENESS [https://investors.mgmresorts.com/investors/news-releases/press-release-details/2025/MGM-RESORTS–BETMGM-EXPAND-COMMITMENT-TO-PROBLEM-GAMBLING-RESEARCH-TREATMENT–PUBLIC-AWARENESS/default.aspx]
[3] BetMGM Secures Exclusive Online Casino Content Rights To “Family Feud” and “The Price is Right” With Fremantle Partnership [https://investors.mgmresorts.com/investors/news-releases/press-release-details/2025/BetMGM-Secures-Exclusive-Online-Casino-Content-Rights-To-Family-Feud-and-The-Price-is-Right-With-Fremantle-Partnership/default.aspx]
[4] MGM Resorts unveils new live dealer studio at MGM Grand for international online gamblers [https://www.yogonet.com/international/news/2025/04/28/103054-mgm-resorts-unveils-new-live-dealer-studio-at-mgm-grand-for-international-online-gamblers]
