Two things that many New Jerseyans love are buffalo wings and sports betting. Through exclusive and new BetMGM Buffalo Wild Wings markets and promotions, they can enjoy the best of both simultaneously.

The two companies are now working together to offer new content and games to promote each other. It’s a well-timed extension of an existing partnership.

The details on the new BetMGM Buffalo Wild Wings promos

BetMGM Sportsbook‘s app on your smartphone will soon be able to tell when you’re inside a Buffalo Wild Wings restaurant. It uses the same geolocation technology that the app already uses to make sure you’re within the borders of NJ when you place bets on sporting events.

That will unlock special bet types, including customized boosts called Blazin’ Bets, and promotions only available at BWW. A press release touts this kind of partnership as a first of its kind.

“Our partnership with Buffalo Wild Wings is incredibly innovative and allows BetMGM to redefine how fans enjoy sports,” said BetMGM Chief Revenue Officer Matt Prevost in the release. “The introduction of geolocation technology to offer bettors a customized experience in a Buffalo Wild Wings location is a great example of what we’re able to activate through this groundbreaking relationship.”

At the same time, BWW patrons will be able to take in an in-bar channel called OT Odds. The video content will include betting advice, fantasy recommendations, and live odds information.

It’s all meant to drive traffic to BWW among BetMGM users and increase BetMGM’s use among BWW customers. The two companies have been working on that for a while, though.

A long time coming

This announcement is the fruition of a partnership that began back in 2019. At that time, it consisted of BetMGM-branded free-to-play “pick ’em” games on the BWW app.

That’s still going to be available in most of BWW’s markets. In fact, that part of the BWW app has just gone through a redesign.

The sports betting promos were probably always the end goal, however. It gives BWW an in-venue experience that few of its competitors can match.

“Fans wagering on sports inside Buffalo Wild Wings can now win bigger on select bets thanks to our innovative partnership with BetMGM,” said Rita Patel, Chief Marketing Officer, Buffalo Wild Wings. “As sports betting continues to grow throughout the country, we look forward to further expanding our footprint in the space and activating our partnership with BetMGM in ways that make the experience at our sports bars second to none.”

While the experience is definitely unique, to what degree it actually results in some crossover remains to be seen. What’s certain is that if it has any degree of success, other companies will probably try to replicate it.

AP Photo/Rick Wilson

About

Derek Helling is a freelance journalist who resides in Chicago. In addition to gaming news, he covers esports, sports business, and sports law. When he isn’t working, he spends his time serving his two Munchkin cat overlords.