BetMGM has entered a new content partnership tied to the reality series "The Traitors," marking the gaming operator’s first exclusive move into the franchise's growing entertainment ecosystem.
BetMGM signed an exclusive online casino rights agreement with Banijay Entertainment-owned All3Media International, covering slots, table games, and other casino formats built around the show.
Key Takeaways
- BetMGM secured exclusive online casino rights for "The Traitors," marking its first move into the franchise.
- "The Traitors - Faithful Riches" is available on BetMGM Casino in Alberta and Ontario.
- BetMGM plans a broader "The Traitors" game lineup, making the deal a longer-term iGaming franchise play.
The inaugural online casino release under this partnership is called "The Traitors - Faithful Riches." The Games Global-developed game draws on the show's central themes of hidden alliances, betrayal and suspense, translating them into a five-by-four reel layout offering 1,024 ways to win.
The game will soon be available to players at BetMGM’s Ontario online casino and the recently launched Alberta online casino.
“The Traitors has captivated millions with its blend of suspense and strategy,” said Oliver Bartlett, SVP of Gaming at BetMGM. “Those qualities create a compelling foundation for an online slot, allowing fans to engage with the franchise in a new way while capturing the intrigue and drama that made the show a cultural phenomenon.”
The rollout aligned with the Sept. 17 premiere of "The Traitors: New Blood" on NBC, giving the launch a direct tie to the show's latest season.
TV and film properties remain a central part of BetMGM's content approach, and the partnership with All3Media International sets up a longer-term iGaming franchise built around the show rather than a single release.
"Faithful Riches" is the opening title in what it expects to be a broader lineup of games connected to the series.
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BetMGM's reach extends beyond casino slate
Alongside its expansion into television-branded gaming content, BetMGM has also renewed one of its sports sponsorship arrangements in the UK. Newcastle United has agreed to a new multi-year deal with LeoVegas Group that keeps BetMGM as an official betting partner for the club across the UK and Europe. The extension builds on a relationship between the two sides that dates back to 2023.
Under the renewed terms, BetMGM will continue sponsoring fan-facing activities, including the "Flight of the Mags" tournament. This pits supporters against current and former Newcastle players as well as darts players. The agreement also sees the return of the BetMGM Half-Time Challenge, which gives fans a chance to win a trip to Las Vegas.
The partnership has resonated with supporters, according to Andy Wright, LeoVegas Group's UK and Ireland managing director, who pointed to the Half-Time Challenge as one reason the companies chose to extend it. Newcastle United chief revenue officer Dave O'Connor said the renewal reflects the trust built over the last three seasons.
