BetMGM Partners With Fremantle to Launch The Lion’s Share on The Price Is Right

Television’s longest-running game show is about to get a fresh twist. BetMGM and Fremantle have teamed up to create The Lion’s Share, the first custom-branded pricing game in the history of The Price Is Right. The new game will premiere on CBS during the season opener on Monday, Sept. 22, marking the start of the show’s 54th season.

Good to Know

• The Lion’s Share is the first branded pricing game in the show’s history.
• Contestants can win up to $500,000 in cash, cars, trips, and prizes.
• An online casino version of The Lion’s Share is already in development for a 2026 release.

A Fresh Game for a Classic Show

For decades, The Price Is Right has introduced contestants to unique pricing challenges. Now, for the first time, a custom-branded game joins the lineup. Created through the BetMGM–Fremantle partnership, The Lion’s Share is also the first new pricing game since 2021.

Contestants will start by guessing whether everyday item prices are correct. Each right answer earns them a ball, up to a maximum of five. The balls then determine prizes when contestants step into a wind tunnel chamber. Each ball corresponds to rewards such as cash, trips, or cars—but there’s also the chance of hitting a “Lose It All” outcome. Players can reveal prizes one at a time or stop early to secure their winnings.

Matt Prevost, Chief Revenue Officer, BetMGM, said:

“BetMGM is always looking for ways to create legendary moments. This collaboration combines the legacy of an iconic gameshow with the excitement of the BetMGM brand. 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.”

Suzanne Lopez, COO of Fremantle North America, added:

“It’s an exciting moment when a new game is added. Partnering with BetMGM, a brand known for innovation in games and entertainment, is the perfect collaboration. We look forward to bringing a fresh energy to a timeless format, while honoring the iconic gameplay fans know and love.”

A Bigger Partnership

The Lion’s Share is just one part of a broader collaboration between BetMGM and Fremantle. Earlier this year, BetMGM signed a multi-year deal giving it the rights to create casino adaptations of The Price Is Right and Family Feud.

That agreement has already produced The Price Is Right Big Wheel Bonus, currently exclusive to BetMGM Casino. New digital titles including The Price Is Right Fortune Pick and The Price Is Right Gold Blitz Ultimate are scheduled to arrive in September, with more classics such as Cliff Hangers, Plinko, The Big Wheel, and Pathfinder planned for later in the year.

An online casino version of The Lion’s Share is also being developed, with a 2026 release target.

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