Buffalo Wild Wings Aligns with MGM to Tap Into US Sports Betting
Dining and sports bar chain Buffalo Wild Wings is looking to gradually tap into the US sports betting market through a multi-year deal with casino operator MGM Resorts International, news emerged this past Thursday.
The first stage of the partnership sees the rollout of a free-to-play mobile game that is available through Buffalo Wild Wings’ Blazin’ Rewards app. The game offers customers the chance to win prizes for correctly predicting the outcomes of NFL games or the top performers as long as they check in at a Buffalo Wild Wings location between Thursday and Sunday.
The move comes as part of the restaurant and sports bar chain’s efforts to overturn declining sales and traffic at its more than 1,200 locations around the US.
Buffalo Wild Wings signed a multi-year partnership with Roar Digital, the 50/50 joint venture created by MGM and gambling operator GVC Holdings last year to explore the US sports betting field. The announcement about the Buffalo Wild Wings deal came on the very same day as Roar Digital launched its BetMGM betting and gaming app in New Jersey. The app is a revamped and rebranded version of MGM’s PlayMGM app, which the company introduced back in 2017.
Under its deal with Roar Digital, Buffalo Wild Wings also plans to tap into the real-money sports gambling segment later this year. The restaurant chain is gearing up preparations for the launch of a test program at select outlets in New Jersey. The program will provide customers with perks for using MGM’s BetMGM apps at select Buffalo Wild Wings locations in the Garden State. The test program is planned to be extended to more states where digital sports betting is legal.
Buffalo Wild Wings also said that its locations will be providing typical sportsbook experience with televisions displaying custom sportsbook content, including live odds. Additionally, the restaurant and sports bar chain revealed plans to open at least three new locations within MGM casino properties in states where athletic gambling is legal.
Commenting on their deal with MGM, Buffalo Wild Wings President Lyle Tick said in a Thursday statement that as “the largest sports bar in the country” they have the opportunity to pioneer sports betting experience and that the alignment with MGM was “the first critical step on that journey.”
Mr. Tick went on that “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.”
MGM Chairman and CEO Jim Murren added that their partnership with Buffalo Wild Wings was an important development in “MGM and Roar’s position as the leader in sports entertainment and betting.” Mr. Murren further pointed out that adding access to MGM’s properties and the BetMGM app will help Buffalo Wild Wings “create unique customer experiences and redefine how fans enjoy sports.”
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The post Buffalo Wild Wings Aligns with MGM to Tap Into US Sports Betting appeared first on Casino News Daily.
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