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BetMGM and FashionTV Gaming Group have entered one of the highest-profile lifestyle-brand partnerships in the online gambling industry. The strategic collaboration will bring a new portfolio of luxury-branded, interactive table games exclusively to the BetMGM platform, blending FashionTV’s global prestige with BetMGM’s expansive online gaming reach.
A lifestyle brand enters the online casino spotlight
FashionTV reaches billions of viewers worldwide across television, digital platforms and social media and is known for its focus on high fashion, celebrity lifestyle and travel. The FashionTV Gaming Group holds a global license to partner with real-money online casino operators such as BetMGM Casino to introduce the luxury fashion brand to the interactive gaming space.
Branded gaming experiences have proven popular with international audiences, and operators are seeking innovative ways to differentiate their offerings. This partnership will introduce FashionTV-themed casino games that combine style with classic table play.
Moshe Cohen, founder and president of FashionTV Gaming Group, said the company is “proud to bring FashionTV’s luxury lifestyle universe to the heart of online gaming in North America.”
FashionTV-branded roulette and blackjack debut on BetMGM
Under the partnership, BetMGM Casino and Borgata Online Casino users can now play branded interactive table games such as FashionTV Roulette and FashionTV Blackjack. The titles are currently available in Michigan, New Jersey and Pennsylvania, and will roll out in all jurisdictions where BetMGM Casino operates. Additional FashionTV-branded games, including future online slots and possibly live-dealer variants, are expected throughout 2026.
Oliver Bartlett, BetMGM vice president of gaming, said the collaboration creates experiences that “go beyond gameplay and connect players to the brands they love.”
The games offer a more immersive aesthetic than traditional table games, drawing on the luxury visuals and style associated with the FashionTV brand.
The new interactive table games include responsible-gaming tools available through BetMGM’s GameSense resources and other built-in safeguards to promote safe play.
How BetMGM is differentiating its online casino portfolio
BetMGM has been expanding its branded content strategy with partnerships across media and entertainment. For example, it teamed with The Price Is Right to launch The Lion’s Share, featuring a $500,000 jackpot, and with Warner Bros. on Friends: The One With The Multi Drop.
