BetMGM FashionTV Partnership Brings Branded Casino Games to US Markets

BetMGM has expanded its branded content strategy with a new partnership alongside FashionTV Gaming Group, bringing FashionTV-themed casino games exclusively to its online platforms.

Under the agreement, FashionTV-branded table games are launching on BetMGM Casino and Borgata Online Casino, marking a crossover between luxury lifestyle branding and regulated online casinos and sportsbooks in North America. The first titles, FashionTV Blackjack and FashionTV Roulette, are already live in Michigan and New Jersey, with additional BetMGM jurisdictions set to follow where online casino gaming is approved.

FashionTV Games Launch in Key US Markets

The initial rollout focuses on two core table games designed around FashionTV’s high-end visual style. While the gameplay remains familiar to online casino players, the presentation leans heavily on the brand's signature fashion and luxury themes.

BetMGM has confirmed that the partnership is not limited to a short-term launch. More FashionTV-branded content is expected to be added over time as BetMGM continues to expand its casino portfolio across regulated US markets.

Important Deal for BetMGM

Branded content has become a key growth area for large iGaming operators, particularly in competitive states such as Michigan and New Jersey. BetMGM already operates one of the largest US online casinos, with more than 5,400 games and a broad, exclusive progressive-jackpot network spanning more than 25 games.

By integrating well-known entertainment and lifestyle brands into its casino offering, BetMGM aims to differentiate its platform and appeal to players beyond traditional slot and table game audiences. The FashionTV partnership follows earlier efforts to blend mainstream entertainment with iGaming content, reinforcing BetMGM’s focus on brand-led experiences rather than pure game volume.

FashionTV’s Push Into North American iGaming

FashionTV brings significant global exposure to the partnership. The brand broadcasts in more than 200 countries and maintains a strong presence across television, digital platforms, and social media, with a focus on fashion, travel, and luxury culture.

In recent years, FashionTV Gaming Group has positioned itself as a luxury brand licensor within the online gambling space, working with major operators and suppliers across slots, table games, and other betting products. The BetMGM deal provides FashionTV with a high-profile entry point into the regulated North American iGaming market, where brand recognition is increasingly important for customer acquisition and retention.

Responsible Gaming Remains Central

Alongside new content launches, BetMGM continues to emphasise responsible gaming across its casino platforms. The operator integrates GameSense tools across desktop and mobile, providing players with access to educational resources, limit-setting options, and support information within the gaming experience.

As BetMGM expands into new markets and introduces additional branded titles throughout 2026, responsible play measures remain part of its broader platform strategy.