Buffalo Wild Wings Seals Strategic Deal with Roar Digital

GVC Holdings and MGM Resorts’ joint venture, Roar Digital, entered a collaboration with US sports bar and restaurant chain, Buffalo Wild Wings. Under the terms of the agreement, the two brands will jointly deliver sports betting experiences to clients across the country.

The new collaboration, which begins on September 5th, will be marked with the launch of a free-to-play, consumer-facing American football game. It goes live just in time for the National Football League season kick-off.

App with Great Potential

The multi-year partnership will enable Buffalo Wild Wings to employ Roar Digital’s BetMGM digital gaming platform. This will allow them to offer sports wagering in states where regulation permits.

Picks and Props is a mobile-only product…

…that allows punters to score prizes such as luxurious trips to Las Vegas to place a parlay wager that could payout $1m or to the Borgata in New Jersey to participate in the inaugural BetMGM sports betting competition.

Consumers can download the Wild Wings Blazin’ Rewards app and make game picks based on the spread, answer prop questions and select top fantasy performers for the week. To be eligible for prizes, punters must check in at the restaurant’s sports bar between Thursday and Sunday.

Last year, the chain also struck up a partnership with DraftKings, to launch a branded fantasy football game.

Growth Strategy

Having a goal to expand across multiple states upon regulatory approval…

…the company has plans to conduct a sports betting test program in New Jersey. The main idea behind the plan is to offer consumers exclusive perks when the BetMGM app is accessed inside a BWW facility. The perks include enhanced odds and complimentary bets.

Roar Digital chief executive, Adam Greenblatt commented on the deal as follows:

“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.”

Plans for the Future

The two parties will also work on diverse agreements regarding MGM properties and sportsbooks. One of them is the new BWW sports bar due to open at Mandalay Bay in Las Vegas in 2020.

Commenting on the collaboration, Buffalo Wild Wings President, Lyle Tick, added as follows:

“This is a landmark relationship between two preeminent experience brands that put us in a position to innovate the current sports watching experience to bring the best of sports gaming to our guests.”


“Roar Digital lands betting deal with Buffalo Wild Wings”, Robin Harrison Millan, igbnorthamerica.com, September 5, 2019.

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Buffalo Wild Wings Seals Strategic Deal with Roar Digital