Buffalo Wild Wings is joining forces with Roar Digital, the sports betting and gaming 50/50 venture, jointly owned by MGM Resorts International and GVC Holdings Plc, for a multi-year partnership – a first-of-its-kind alignment between a US national sports bar and a gaming leader.

In accordance with applicable regulatory requirements, the partnership will deliver sports gaming experiences at a national scale inside Buffalo Wild Wings through Roar’s digital gaming platform, BetMGM. In addition, the deal is expected to spawn collaborations inside MGM properties and sports books, including a new Buffalo Wild Wings sports bar which is anticipated to open at Mandalay Bay in 2020. Roar Digital was established in July 2018 by MGM Resorts International and GVC Holdings to address the rapidly regulating US gaming market.

While the strategic alignment between these industry leaders is focused on capitalising on future opportunities as states continue to pass sports betting legislation, consumers will begin to experience BetMGM at Buffalo Wild Wings as early as this week.  The partnership kicks off Thursday with a free-to-play football game available nationwide. Plans also include a sports betting test program in New Jersey later this year– with the goal of expanding to additional states as legislation is passed.

“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,” said Lyle Tick, President, Buffalo Wild Wings. “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.”

The first consumer-facing product to come from this partnership is Picks and Props, a free-to-play, mobile-only football game available nationwide starting Thursday when the pro football season kicks off. The game offers a seamless sports betting-like experience with no stakes attached. Players have the opportunity to win prizes like trips to Las Vegas to place a parlay bet for the Big Game that could pay out at $1million or to Borgata in New Jersey to compete in the first BetMGM sports betting competition. To play Picks and Props, simply download the Buffalo Wild Wings Blazin’ Rewards app, then make game picks based on the spread, answer prop questions and choose top fantasy performers for the week. While fans can play anywhere, they must check in at a Buffalo Wild Wings sports bar between Thursday and Sunday to be eligible for prizes.

Buffalo Wild Wings and BetMGM also will collaborate on a sports betting test program in New Jersey later this year. The program will give consumers exclusive perks, such as enhanced odds and free bets, when the BetMGM app is accessed inside a Buffalo Wild Wings restaurant. Buffalo Wild Wings and BetMGM aim to expand the program to additional states as legislation allows.

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.”

The partnership will be supported by co-marketing initiatives from Buffalo Wild Wings and BetMGM including joint efforts across digital and social media platforms.