BetMGM and Fremantle, a world leader in creating, producing and distributing entertainment content, announced the introduction of “The Lion’s Share,” a new pricing game for “The Price is Right,” television’s longest-consecutive running game show.

BetMGM, a leading iGaming and sports betting operator, will sponsor the game throughout the show’s 54th season. “The Lion’s Share” is the first custom-branded game in the show’s history and will debut Monday, Sept. 22 in the premiere episode on CBS.

“BetMGM is always looking for ways to create legendary moments. This collaboration combines the legacy of an iconic gameshow with the excitement of the BetMGM brand. The rarity of a new pricing game and the opportunity for players to win one of the largest prizes in the show’s history reflects BetMGM’s focus on bringing a world of unmatched entertainment to our players.”

“The Lion’s Share” game was created as part of the partnership between BetMGM and Fremantle and is the first new pricing game to be added to the show since 2021. Contestants will have an opportunity to win up to $500,000 in cash, cars, trips, and prizes. The game begins with a challenge, where players judge if the prices of everyday items are correct.

Each right answer earns them a ball, for a maximum of five. They then step into a wind tunnel chamber to collect the number of balls they’ve earned, with each ball corresponding to a particular prize, or possibly a “Lose It All” option. Contestants reveal their prizes one at a time or may stop at any point to keep what they’ve won.

“It’s an exciting moment when a new game is added. Partnering with BetMGM, a brand known for innovation in games and entertainment, is the perfect collaboration. We look forward to bringing a fresh energy to a timeless format, while honoring the iconic gameplay fans know and love.”