iGaming operators are constantly searching for fresh initiatives and untapped markets. They want to broaden their reach, engage new audiences, and attract more players. In an increasingly competitive landscape, standing out is crucial. This often means thinking beyond traditional gameplay. Many operators are now leaning into brand-driven experiences that resonate with lifestyle-focused consumers. BetMGM’s latest move is a clear example of this evolving strategy.
Recently, BetMGM announced a new collaboration with FashionTV Gaming Group. The move marks a bold step into the luxury and lifestyle entertainment space. The partnership will introduce a range of FashionTV-branded games. These titles will launch exclusively on BetMGM Casino and Borgata Online Casino.
As part of the rollout, FashionTV Blackjack and FashionTV Roulette are already live. They are currently available to players on BetMGM Casino in Michigan and New Jersey. The games are also expected to expand into additional regulated jurisdictions where BetMGM operates.
FashionTV was founded more than a decade ago. Since then, it has built a strong global presence. The brand now broadcasts in over 200 countries. It has become synonymous with fashion, travel, and luxury culture.
By bringing this globally recognized brand into iGaming, BetMGM aims to elevate the player experience. The goal is to go beyond spinning reels and card tables. Instead, BetMGM wants to offer a more aspirational and lifestyle-oriented form of entertainment.
Commenting on the partnership, BetMGM’s VP of Gaming, Oliver Bartlett, stated that the operator continues to redefine entertainment in iGaming. He highlighted that BetMGM’s strategy focuses on creating experiences that connect players with brands they already love. He cited previous integrations of iconic TV and movie titles as examples. Now, BetMGM is extending this approach through its partnership with FashionTV Gaming Group.
BetMGM’s online casino currently offers more than 5,400 titles across North American markets. It also operates one of the largest state-by-state exclusive progressive jackpot networks, which spans over 25 games. For FashionTV Gaming Group, the collaboration represents a major milestone. Founder and President Moshe Cohen said the company is proud to bring the FashionTV luxury lifestyle universe into the heart of North American online gaming, adding that BetMGM’s leadership, scale, and market presence make it the ideal partner to turn that vision into a success.
