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BetMGM has announced a new partnership with FashionTV Gaming Group to bring a fresh slate of luxury-branded gaming experiences to its Michigan online casino platforms, including BetMGM Casino. The collaboration merges the global appeal of the iconic FashionTV brand with BetMGM’s expansive online gaming reach.
The move marks one of the most high-profile lifestyle-brand partnerships yet in the US iGaming market, combining FashionTV’s signature glamour with interactive table games designed to captivate players seeking a blend of style and casino action.
Exclusive games now live
As part of the deal, branded titles such as FashionTV Roulette and FashionTV Blackjack are now available on BetMGM Casino in Michigan and New Jersey, with broader rollout expected in all states where BetMGM operates.
These games are positioned to offer a more immersive experience than traditional table games, leveraging the sophistication and luxury aesthetic the FashionTV brand is known for. The brand broadcasts to audiences in more than 200 countries and has built a reputation around high fashion, travel, and celebrity lifestyle.
Oliver Bartlett, BetMGM’s VP of gaming, said in a statement:
“By introducing iconic TV and movie titles to iGaming and now partnering with FashionTV Gaming Group, we’re creating experiences that go beyond gameplay and connect players to the brands they love.”
Brand power meets player engagement
FashionTV Gaming Group holds the global license to bring the FashionTV brand into the iGaming space, bridging the worlds of luxury lifestyle media and interactive gaming. Its business model allows partners like BetMGM to tap into the brand’s global media exposure.
It reaches billions of viewers worldwide across television, digital, and social channels, said Moshe Cohen, founder and president of FashionTV Gaming Group.
“We are proud to bring FashionTV’s luxury lifestyle universe to the heart of online gaming in North America.”
Branded gaming experiences have already proven popular internationally, with FashionTV-themed slots and live games gaining traction as operators look for ways to differentiate their offerings.
Responsible play and continued growth
Like all of BetMGM Casino’s offerings, the new partnership’s branded games will include responsible gaming tools and support through BetMGM’s GameSense resources.
As the iGaming industry continues to expand across the U.S., partnerships like this highlight how operators are blending entertainment, lifestyle branding, and gameplay to attract and retain players.
