BetMGM: How MGM Resorts and Entain Built America's #3 Sportsbook From Scratch
BetMGM is the closest thing to a casino-loyalty-integrated sportsbook in the US. The 50/50 joint venture between MGM Resorts and Entain has built America's #3 sports betting platform.
BetMGM is a 50/50 joint venture launched in 2018 between MGM Resorts International (US casinos) and Entain plc (UK gambling, formerly GVC Holdings). The partnership combines Entain's online-gambling technology with MGM's US casino infrastructure and MGM Rewards loyalty. Operates online sports betting in 28+ states, online casino gaming in 8 states. ~10-12% US sports betting market share. The MGM Rewards integration is the strongest casino-loyalty + sports-betting connection in the US.
BetMGM is the casino-industry's answer to FanDuel and DraftKings. The joint venture between MGM Resorts and UK gambling giant Entain combines online-gambling technology with America's largest casino-loyalty network.
The 2018 launch
In July 2018 MGM Resorts and GVC Holdings (now Entain) announced a 50/50 joint venture to operate online sports betting and casino gaming in the US. Each contributed:
- MGM: brand, casino infrastructure, MGM Rewards database, US regulatory relationships
- GVC/Entain: online-gambling technology, sportsbook trading expertise, mobile UX
The JV was structured to allow rapid US market entry as states legalized.
Why MGM didn't build alone
MGM could have built an in-house online sports betting product. They chose the JV because:
- Speed: Entain's existing tech stack let BetMGM launch in 6-12 months in each new state vs 18-24 for in-house
- Risk-sharing: 50/50 JV halves the capital commitment and downside
- Expertise: Entain has 25+ years of European online-gambling operations; that knowledge would have taken years to build in-house
The trade-off: MGM gets only 50% of profits. Long-term, an in-house build would have produced more value if executed perfectly. The JV traded upside for execution certainty.
The MGM Rewards integration
This is BetMGM's core differentiator. Sports bets and online casino wagers placed on BetMGM count toward MGM Rewards tier credits in real-time.
Implications:
- A player who places $1,000 in monthly sports bets on BetMGM accumulates the same tier credits as a $1,000-rated-play casino visit at Bellagio
- Combined sports betting + in-person play accelerates tier progression dramatically
- For Pearl/Gold tier MGM Rewards members, BetMGM is a pure additive — every bet earns toward existing status
This integration is significantly stronger than DraftKings's casino partnerships (which generally require separate accounts) or FanDuel's (which has no major US casino loyalty connection).
Current state coverage
In 2026, BetMGM operates:
- Online sports betting in 28+ states (essentially every state with legal online sports betting)
- Online casino gaming in 8 states (the full set of states with legal online casino: NJ, PA, MI, WV, CT, RI, DE, NV — and Nevada is online poker only)
- Retail sportsbooks at all major MGM US properties
Performance vs competitors
US sports betting market share (2026):
- FanDuel: ~40%
- DraftKings: ~30%
- BetMGM: ~10-12%
- Caesars: ~7-9%
- ESPN Bet (Penn): ~3-5%
In online casino gaming (where it's legal): BetMGM is typically the #1 or #2 operator depending on state. The MGM Rewards integration makes the casino product highly competitive.
For an MGM Rewards Pearl or Gold member, BetMGM is essentially a free tier-credit accelerator. Sports bets you'd place anywhere else are routed through BetMGM and contribute to a tier you're already pursuing. The marginal cost is zero; the marginal value is real.
The Entain situation — 2024-2025
In 2024 MGM made an offer to acquire all of Entain (~$11B). Entain rejected. The relationship continues as a 50/50 JV but the long-term ownership structure is unsettled.
If MGM eventually consolidates BetMGM into wholly-owned (either by buying out Entain's 50% or restructuring the JV), the integration with MGM Rewards could deepen further. If Entain pursues independent global expansion, BetMGM might eventually separate.
For the broader sports betting industry: DraftKings vs FanDuel.
Topics
- betmgm
- mgm
- sports-betting