MGM Resorts International and Roar Digital, its joint venture alongside GVC Holdings, has entered a multifaceted partnership with Buffalo Wild Wings to bring sports gaming experiences to fans across the US.
Representing the first alignment between a national sports bar and gaming firm, the multi-year agreement is to deliver new offerings, in accordance with applicable regulatory requirements, inside Buffalo Wild Wings through MGM’s digital gaming platform, BetMGM.
Furthermore, the deal is also expected to bring new collaborations inside MGM properties and sportsbooks, including a new Buffalo Wild Wings sports bar slated to open at Mandalay Bay in 2020, which is to be the first of at least three new openings.
“Our partnership with Buffalo Wild Wings is an important development in MGM and Roar’s position as the leader in sports entertainment and betting,” explained Jim Murren, MGM Resorts chairman and CEO.
“With more than 1,200 sports bars across the country, Buffalo Wild Wings is firmly established as a ‘go-to’ venue for sports viewing in all of its markets.
“Adding access to MGM’s world-class properties and the BetMGM mobile app will create unique customer experiences and redefine how fans enjoy sports.”
While the strategic alignment is focused on capitalising on future opportunities as states continue to pass sports betting legislation, consumers will begin to experience BetMGM at Buffalo Wild Wings as early as this week.
The partnership gets underway today with a free-to-play football game available nationwide, with plans also including a sports betting test program in New Jersey later this year that has the goal of expanding to additional states as legislation is passed.
“As the largest sports bar in the country, Buffalo Wild Wings has the opportunity to pioneer sports gaming experiences for fans, and we are taking the first critical step on that journey through our partnership with BetMGM,” added Lyle Tick, president of Buffalo Wild Wings.
“This is a landmark relationship between two preeminent experience brands that puts us in a position to innovate the current sports watching experience to bring the best of sports gaming to our guests.”