BetMGM Deepens Branded Casino Strategy With FashionTV Gaming Group Deal

BetMGM has signed a new content partnership with FashionTV Gaming Group, adding FashionTV-branded casino games to its regulated US online casino platforms. The collaboration introduces luxury-themed table games exclusively to BetMGM Casino and Borgata Online Casino, reinforcing the operator’s push toward brand-led content in competitive iGaming markets.

FashionTV Casino Games Go Live in Regulated States

The first wave of FashionTV-branded titles is already live in Michigan and New Jersey, two of the largest regulated online casino states in the US. The initial release includes FashionTV Blackjack and FashionTV Roulette, with additional launches planned for other BetMGM markets where online casino gaming is permitted.

While the core gameplay remains familiar to online casino players, the new game titles place a strong emphasis on presentation, combining traditional table mechanics with FashionTV’s global luxury aesthetic.

Branded Content Becomes a Larger Focus for BetMGM

For BetMGM, the deal fits into a broader strategy that prioritizes branded and exclusive content over simple game-count expansion. The operator already offers more than 5,400 online casino games across its North American platforms, alongside one of the largest state-by-state exclusive progressive jackpot networks in the US.

By partnering with globally recognised media and lifestyle brands, BetMGM aims to stand out in mature markets where competition between licensed operators continues to intensify.

FashionTV Expands Its Footprint in North American iGaming

FashionTV Gaming Group has increasingly positioned itself as a premium brand licensor within the online gambling space, working with operators and suppliers across casino, betting, and lottery products.

With broadcast and digital reach across more than 200 countries, FashionTV provides broad brand recognition for the partnership. The BetMGM agreement gives the brand a high-visibility entry point into the regulated US casino and sportsbook market, where licensing rules and consumer trust play a central role in long-term growth.

Responsible Gaming Remains a Core Requirement

Alongside its content expansion, BetMGM continues to promote responsible gaming across its platforms. The operator integrates GameSense tools across mobile and desktop, allowing players to access educational resources, set limits, and engage with responsible play features directly within the casino environment.

As BetMGM prepares to roll out additional FashionTV-branded titles through 2026, responsible gaming controls remain a consistent part of its product strategy.