Roar Digital, the joint venture between GVC Holdings and MGM Resorts, has agreed a deal with US sports bar and restaurant chain Buffalo Wild Wings to jointly deliver sports betting experiences to punters across the country.
Under the multi-year partnership, Buffalo Wild Wings will utilise the Roar Digital’s BetMGM digital gaming platform to offer sports betting in states where regulation permits.
The new partnership will begin today (September 5) with the launch of a free-to-play, consumer-facing American football game, which goes live in time for the National Football League season kick-off.
Picks and Props is a mobile-only game that gives players the chance to win prizes such trips to Las Vegas to place a parlay bet that could pay out at $1m or to the Borgata in New Jersey to compete in the inaugural BetMGM sports betting competition.
Players can download the Buffalo Wild Wings Blazin’ Rewards app and make game picks based on the spread, answer prop questions and choose top fantasy performers for the week. Fans can play anywhere, but must check in at a Buffalo Wild Wings sports bar between Thursday and Sunday to be eligible for prizes.
A sports betting test program in New Jersey is also planned, with the goal of expanding to more states as legislation is passed. The initiative will offer consumers exclusive perks, such as enhanced odds and free bets when the BetMGM app is accessed inside a Buffalo Wild Wings facility.
The two parties will also work on various collaborations at MGM properties and sportsbooks, such as a new Buffalo Wild Wings sports bar due to open at Mandalay Bay in Las Vegas in 2020.
“Buffalo Wild Wings is a perfect complement to our best-in-class sports betting and iGaming products as they are leaders in serving up exciting and innovative game day experiences,” Roar Digital chief executive, Adam Greenblatt, said.
“This multi-year relationship will strengthen as states adopt sports betting regulations, with strategies already in place to drive customer adoption, engagement and loyalty.”
Buffalo Wild Wings president, Lyle Tick, added: “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.”
Last year, Buffalo Wild Wings also struck up a partnership with DraftKings, to launch a branded fantasy football game.
Image: Mike Mozart