Sports fans can now do more than just order food and beer at Buffalo Wild Wings, thanks to the sports bar’s recent alignment with MGM.
On Thursday, Buffalo Wild Wings announced that it is is teaming with MGM Resorts International in a multi-year partnership for their sports betting style endeavor, Roar Digital, the Associated Press reported.
The announcement came on the opening day of the NFL regular season. MGM and Buffalo Wild Wings also released their first game on Thursday, the free-to-play Picks and Props.
“Deals like this signal that casinos are considering sports betting as a mainstream product,” Eilers & Krejcik Gaming analyst Chris Grove said, according to the Las Vegas Review-Journal. “It’s a product they’ll need mainstream partners in, in order to win.”
Grove said the deal could help casinos expand beyond the typical demographic, which typically skews older than the average sports bettor.
“The sports bettor isn’t necessarily a customer that a casino like MGM or Caesars has been focused on,” Grove said, according to the Review-Journal story.
Based in New Jersey, Roar Digital LLC was established in July 2018 by owners MGM Resorts International LLC (which has already signed several deals with major sports leagues such as MLB, the NBA and Major League Soccer) and GVC Holdings PLC. The 50/50 alignment between the two companies is described as a first-of-its-kind partnership between a gaming leader and a nationwide sports bar.
While Roar Digital is initially showcasing a free-to-play game, the ultimate goal of the venture is to deliver sports betting experiences on a national level inside Buffalo Wild Wings through the app, BetMGM.
In a press release issued by GVC Holdings and MGM, Roar Digital CEO Adam Greenblatt spoke on the venture, Business Wire documented.
“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,” he 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.”
Later this year, Buffalo Wild Wings and MGM will collaborate on a sports betting test program in New Jersey. When BetMGM is used inside a Buffalo Wild Wings, the app will give sports bettors exclusive perks, including enhanced odds and free bets.
Future plans include Buffalo Wild Wings showcasing custom sportsbook content on their TV screens, featuring BetMGM live odds. In addition, at least three new Buffalo Wilds Wings sports bars are expected to open within MGM properties, with the first expected to open in mid-2020 at the Mandalay Bay Resort and Casino in Las Vegas.
Picks and Props can be played by downloading the Buffalo Wild Wings app, Blazin’ Rewards. The game uses point spreads and prop bets like a regular sportsbook, but there are no stakes attached.
The game is available free nationwide and can be played anywhere. However, there are no cash bets and players must check in at any Buffalo Wild Wings between Thursday and Sunday to be eligible for prizes.
Weekly prizes include, for the week’s overall winner, a trip for two for Atlantic City’s Borgata Casino to compete in the first BetMGM sports betting competition. Top winners for the season can win a variety of prizes, including a trip to Vegas for a free parlay bet on the Big Game for a chance to win $1 million.