Game of Thrones was BetMGM’s most successful game launch ever

BetMGM has hailed the power that a well-known brand IP can have for an operator, highlighting its ‘most successful game launch of all time’ following the release of its Game of Thrones titles.

The iGaming operator, jointly owned by MGM Resorts International and Entain, noted in its third quarter financials that its premium and exclusive iGaming content ‘continues to provide players with exciting and differentiated experiences’.

Evidence of this was seen in the rollout of Game of Thrones titles across US markets as well as the Canadian provinces of Ontario and Alberta, with Chief Executive Officer Adam Greenblatt heaping praise on the franchise launch.

Greenblatt commented during the BetMGM Q3 earnings call: “A market-leading content strategy remains a key driver of our iGaming performance. During Q3, we debuted our new Game of Thrones franchise in the US following its successful Canadian rollout last quarter.

“This has been our most successful game launch of all time across our markets, and we’re excited to introduce additional titles within the franchise over the coming months.”

Q3 iGaming

BetMGM reported strong underlying figures for its Q3 iGaming operations, declaring a 6% increase year-on-year in net revenue to $483m (Q3 2025: $454m), contributing a significant proportion to overall net revenue of $710m, up 7% (Q3 2025: $667m).

For iGaming, the operator noted that its offering and ongoing player management have continued to drive revenue growth, with Q3 net gaming revenue per active user up 4% YoY while Q3 average monthly actives are up 2%.

Alongside the Game of Thrones titles, the operator cited the successful refresh of the Borgata brand with average daily actives up 28% against prior levels, alongside the release of new features such as a progressive SideBet jackpot in Michigan and West Virginia and a live-streamed slots experience in New Jersey and Pennsylvania.

Content roadmap

Greenblatt delved further into what’s to come for BetMGM when it comes to iGaming content, citing October as generally being ‘spook month’ as part of Halloween celebrations, as well as the introduction of a title based on The Traitors show.

“We had a BetMGM board meeting just last week, and there was a whole section of the presentation dedicated to this topic, how we make our iGaming business better, stronger. One of the critical components is our content strategy. We have a very rich pipeline. At BetMGM, we own the category of entertainment,” explained the CEO.

“October is legendary spook month, so we’re leaning into the Halloween theme this month, and so really we’re following seasonal moments and building around those seasonal moments with our content offering.

“You rightly called out Game of Thrones. We’ve talked about the success of that game. We have follow-ons to that game coming. We’ve just launched The Traitors in one of our markets.

“SideBet Jackpot is proving to be very attractive to our players. We don’t have it rolled out in all of our states; it’s only now live in two of our states. Before the end of the year, we should see improved impact of that product. It’s a high-margin product relative to our aggregate margin in gaming. So that should offer a lift.”

Greenblatt continued: “It’s not just content. We’ve got a lot of improvement still ahead in relation to speed and stability, the navigation experience, the discovery experience, the personalisation and recommendation engine … we have plans in the very near term to make progress against.

“While our content strategy is very much one of the anchors of our differentiation strategy in iGaming, we have a lot of goodness coming around that.”