MGM Resorts and its sports betting venture, Roar Digital, have formalised a multi-year partnership with Buffalo Wild Wings that will see the BetMGM digital gaming platform being implemented in the locations of the sports bar brand on a domestic scale.
Described as a first-of-its-kind alignment between a national sports bar and a gaming leader, the partnership will provide the Buffalo Wild Wings offer with a sports gaming experience and is anticipated to create additional collaborations within MGM properties and sportsbooks. A fresh Buffalo Wild Wings sports bar scheduled to open at Mandalay Bay in 2020 will be among the first of those collaborations.
While the strategic alignment between these sector leaders is concentrated on capitalising on future possibilities as countries continue to pass legislation on sports betting, customers at Buffalo Wild Wings will start experiencing BetMGM as soon as this week. The partnership begins with Picks and Props, a nationally accessible free-to-play football game. Plans also include a sports betting test program later this year in New Jersey with the objective of extending as legislation is passed to extra countries.
“Our partnership with Buffalo Wild Wings is an important development in MGM and Roar’s position as the leader in sports entertainment and betting,” said MGM Resorts Chairman and CEO Jim Murren.
“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.”
Lyle Tick, Buffalo Wild Wings’ President, added: “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. 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.”
Buffalo Wild Wings and BetMGM will also partner later this year on a New Jersey sports betting test program. When the BetMGM app is accessed inside Buffalo Wild Wings, it will offer customers exclusive benefits such as improved odds and free bets. The two companies strive to expand the program as permitted by law to extra countries.
Adam Greenblatt, CEO, Roar Digital, said: “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. This multi-year relationship will strengthen as states adopt sports betting regulations, with strategies already in place to drive customer adoption, engagement and loyalty.”