BetMGM, the betting joint venture between MGM Resorts and GVC Holdings, is to expand its igaming and sports betting offering after extending partnerships with Scientific Games and BetGenius.
Under the agreement with Scientific Games, BetMGM will roll out the supplier’s OpenGaming product suite, including the Open Gaming System (OGS) content aggregator, incorporating in-house content and third-party games.
BetMGM will also have access to a range of player engagement tools such as free spins and jackpot features.
OpenGaming is now live with BetMGM’s operations in New Jersey, and the agreement also includes scope for expansion into Pennsylvania and other states across the US as legislation permits. It complements an existing relationship between GVC and Scientific Games, which has seen the operator roll out the supplier’s content in a number of regulated markets.
“This builds on a well-established partnership, and Scientific Games will continue to be a key igaming partner for us as we extend our operational reach in the coming years,” BetMGM’s vice president of gaming Matthew Sunderland said.
SG Digital senior vice president of gaming Dylan Slaney added: “As part of the deal, we’ll be providing BetMGM with cutting-edge content and better game and player management tools – all to deliver the ultimate online casino experience to their player base.”
Meanwhile, the Betgenius deal will see BetMGM launch a new same-game-parlay product.
Parlay Builder will allow users to wager on major US sports leagues including the National Football League and National Basketball Association, with Major League Baseball and the National Hockey League to be added soon.
BetMGM players can build, customize and bet selections within the same game from a choice of over 400 bet types, including team and player props.
The product will be powered by BetBuilder, a service developed by Betgenius and Sportcast that automates the back-end process and allows sportsbooks to configure each bet type and customize the user experience.
“Parlay Builder gives our pre-game betting offering another dimension,” BetMGM chief marketing officer Matt Prevost said. “It’s engaging, easy-to-use and extensive, therefore appealing to serious and recreational bettors alike.
“We’ve witnessed the success of BetBuilder in Europe and anticipate a similar trajectory in the US.”